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 +297 583-1100 or Biemans@bucuti.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.