Editorial Board   Guest Author

Mr. Biemans

Ewald Biemans

Owner & Chief Executive Officer, Bucuti & Tara Beach Resort

Ewald Biemans is owner and CEO of Bucuti & Tara Beach Resort in Aruba. A noted environmentalist, he has steadfastly led the Eagle Beach property to become the Caribbean's first carbon neutral hotel.

Bucuti & Tara is a 104-room, adults-only enclave on the powdery white sands and turquoise water of famed Eagle Beach, named one of the "Dream Beaches of the World." Averaging a 95 percent year-round occupancy, the property is a testament that sustainability and a memorable vacation can be mutually inclusive.

A celebrated hotelier, Mr. Biemans has simultaneously led Bucuti & Tara to become the No. 1 Hotel for Romance - Caribbean and Top 10 Hotel for Romance in the World per TripAdvisor. It is heralded by Travel + Leisure, Conde Nast Traveler, Forbes, Barron's and beyond for its highly personalized guest experience centered on romance, sustainability and wellness.

Mr. Biemans is a frequent guest speaker and panelist throughout the world. He is highly involved in industry and community organizations from training hoteliers to spearheading legal initiatives to protect the environment. Mr. Biemans is a long-serving board member of the Aruba Hotel & Tourism Association, is a Platinum sponsor of CREST and an eco-pioneer in the Caribbean Hotel & Tourism Association.

Mr. Biemans served as an expert at the United Nations Foundation in Washington D.C. for the 2017 forum in recognition of the UN's International Year of Sustainable Tourism for Development. His goal is to be a resource for other hoteliers to replicate sustainability initiatives throughout their properties.

As an industry leader, Bucuti & Tara Beach Resort is the most eco-certified resort in the Caribbean. In addition to being achieving carbon neutral certification, LEED Silver, Green Globe Platinum, ISO 14001, ISO 9001 and Travelife Gold. Green Globe named it the World's Most Sustainable Hotel/Resort in 2016.

Mr. Biemans has personally been honored numerous times over the years regionally and internationally including as Hotelier of the Year, the Caribbean's Green Hotelier of the Year and in 2017 with a special Gold Adrian Award as a Sustainable Leader presented by HSMAI and National Geographic Traveler.

Please visit http://www.bucuti.com for more information.

Mr. Biemans can be contacted at +297 5831100 or Biemans@bucuti.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.