OVERVIEW
First established in 1981 as a small organization representing the interest of a few of the island’s accommodation properties, the Anguilla Hotel and Tourism Association (AHTA) is today recognized as Anguilla’s largest and oldest trade association and the leading voice of Anguilla’s hospitality industry.
The AHTA works on behalf of the shared interests of its more than 100 members, who together directly and indirectly, employ more than 5000 men and women throughout Anguilla. The AHTA is dedicated to representing, promoting, protecting and informing Anguilla’s tourism industry and helping our members achieve their key business objectives. Our ultimate goal is to contribute to Anguilla’s standing as one of the world’s finest tourism destinations.
The principal activities of the AHTA over the years have been in Advocacy, Training and Human Resource Development and Product Improvement. The task of marketing and destination promotion has traditionally been the mandate of the Anguilla Tourist Board however the AHTA has provided marketing support through the development of special packages and promotions to stimulate the growth of our destination and the profitability of our members.
In 2003, the AHTA established a definitive voice in the marketing and promotion of Anguilla with the publication of our Official Magazine Dream Anguilla and the development of several programs and services that have given AHTA members increased opportunities for exposure and support.
While the overall responsibility of destination marketing remains the remit of the ATB, the AHTA will continue to coordinate promotional opportunities for its members in 2004-2005. This plan outlines the major marketing and promotion activities of the AHTA for 2004-2005.

PROGRAM OBJECTIVES

Develop strong recognition of AHTA Members to stimulate increased business from local and tourist markets.
To combine the recognition and appreciation of all our members, and channel them in order to improve the business environment for tourism in Anguilla.
To strengthen our ability to promote the island as a premier tourism destination.
To work in close conjunction with the Anguilla Tourist Board and the Ministry of Tourism.
Develop long-term promotional partnerships that can be leveraged for the tourism industry.
Continue the promotion of new travel packaging through various tourism initiative programs.

MARKETING AND PROMOTION PLAN GOALS AND OBJECTIVES
The goals and objectives of the AHTA’s Marketing and Promotion Plan for 2004-2005 closely mirror those of Anguilla’s overall Marketing Plan developed by the Anguilla Tourist Board.

Increase visitation to Anguilla 2004-2005.
Increase length of stay and expenditure of tourists.
Convert 20 per cent of excursionists into stay-over visitors by 2006.
Increase occupancy/business among all members.
Increase the economic viability of the AHTA through fund raising and other revenue generation opportunities.
Upgrade channels of distribution

2004-2005 AHTA MARKETING MIX AND PROMOTION STRATEGIES
The AHTA will employ a wide range of advertising communications and promotion to achieve its marketing goals. Research on the demographics of Anguilla’s target markets suggest that the most effective communications will come through Internet promotion, direct consumer marketing, specialty publications and travel trade activities. In addition, tourism awareness campaigns and extensive public relations will form part of AHTA’s overall marketing mix.

INTERNET PROMOTIONS
DREAM ANGUILLA 2004-2005
ANGUILLA TRAVEL PLANNER 2005
DOLLAR A DAY MARKETING FUND CAMPAIGN
ANGUILLA MEDIA AND TRAVEL AGENT FAM TRIPS
PUBLIC AND COMMUNITY RELATIONS
MARKETING RESEARCH

1. INTERNET PROMOTIONS

AHTA Official Web Site
The AHTA launched its official web site www.ahta.ai in January 2003. Developed and administered by NetConcepts, the site is linked to the popular Anguilla Guide (www.anguillaguide.com) site.
As a benefit of membership, AHTA members are featured free of charge on the site. Links to member sites are also provided at no cost. The AHTA’s official site offers AHTA members many opportunities for free or low cost promotion and advertising:

Link to Member Site
For members who have their own web site, the AHTA official web site features members in the Member Links area with a brief description, logo representation and direct link to their own site. The site also provides a record of the number of hits to their own sites so as to gauge the effectiveness of their placement.
Banner Ads
Members may place banner ads on the AHTA official site at no or very low cost. If a banner ad already exists, the ad will be posted free of charge. If a banner ad needs to be created, there is a nominal charge of US$25.00.
Specials Page
Members are encouraged to submit information regarding rate specials, packages, events, special meals and other activities to the AHTA for posting on the Specials Page. This information will also be highlighted on the Anguilla Guide site.

AHTA Auction Web Site
The AHTA Auction Web Site (www.anguillaauctions.com) has grown steadily in popularity since its launch in April of 2003. All AHTA members receive a free listing on the site as well as a direct link to their own web site.
In addition to the regular Spotlight Auctions, the AHTA will launch new areas in our auction web site this year that will feature products and services donated by allied members such as dine around packages, art, water sports activities, car rental packages, and others. These added features will provide all members the opportunity for dedicated advertising and promotion.
Also, other plans for the site include an ongoing auction booking service for accommodation members that will generate additional booking source for members and commission revenue for the AHTA.

2. DREAM ANGUILLA 2004-2005
The AHTA will once again partner with Changes Incorporated to publish its official magazine Dream Anguilla. The 2004-2005 edition will feature more pages and profiles as well as more general tourism information, and will retain the stylized, sophisticated look that is the hallmark of the magazine. There will once again be a very heavy emphasis placed on beautiful images and quality visual presentation to mirror Anguilla’s unique tourism product.
AHTA members receive an automatic 20% discount on all advertising rates in Dream Anguilla. All members will be provided a basic listing (name of establishment, type of business, location and contact information) free of charge and will have the opportunity to purchase special AHTA member modules and other dedicated advertising in the magazine.
Also, new in 2004-2005 will be the Gourmet Anguilla restaurant guide which will be published as a reprint in conjunction with Dream Anguilla and will be distributed along side the magazine.
Priority is given to AHTA members in Dream Anguilla/Gourmet Anguilla. Outside advertisers will only be considered once all AHTA members and other Anguilla businesses have been offered the opportunity to be in the magazine.

3. ANGUILLA TRAVEL PLANNER 2005

The AHTA partnered with the Anguilla Tourist Board and Claire Devener in 2003 to create the Anguilla Travel Planner which provides detailed information on lodging, dining, activities and other facts essential to planning an Anguilla vacation. This 36-page full-color publication incorporates information from what used to be the ATB Accommodations Rate Guide plus provides photographic coverage of and detailed information on all properties.

No traditional advertising is included, rather Hotels, villas, guesthouses and inns, restaurants, watersports operators, shops, car rental companies and various attractions are encouraged to support this publication through economically priced, creative, controlled size advertorials.

The only fulfillment piece produced by the Anguilla Tourist Board, distribution is made to all persons requesting information through the toll-free tourism information line, the internet, with Anguilla's Overseas Representatives, at trade shows, through regional channels, on island and with all AHTA members.

4. DOLLAR-A-DAY TOURISM MARKETING FUND
On November 19, 2002 the AHTA proudly launched the "Dollar-A-Day" Tourism Marketing Fund, an unprecedented drive to raise funds for marketing Anguilla as a tourism destination. This initiative is private-sector led, in collaboration with the Anguilla Tourist Board and the Ministry of Tourism.
The plan was never fully implemented last year due to the soft economy but plans are underway to re-energize the campaign this year. A multi-phased promotional effort, including a letter writing campaign, a media blitz and personal visits to local businesses, will be launched in February 2004. The program has two phases and allows for the voluntary participation of all registered businesses on the island and also visitors to Anguilla to donate a dollar-a-day to the fund.
The Tourism Marketing Fund features prominently in a multi-million dollar marketing plan proposal developed this year by ATB, AHTA and Ministry of Tourism.
The AHTA Dollar-A-Day Campaign is seen as critical to Anguilla’s new tourism marketing thrust in 2004-2005.

5. MEDIA AND TRAVEL AGENT FAM TRIPS
Once again in 2004-2005, the AHTA will partner with the Anguilla Tourist Board to host a number of Media and Travel Agent “Familiarization” Trips from Anguilla’s source markets.
Only AHTA members are featured as part of these trips. Throughout the year, AHTA members will be invited to consider providing complimentary accommodation, meals, activities and/or transportation for the groups. A cost-effective way to promote your establishment!

6. PUBLIC AND COMMUNITY RELATIONS
The AHTA will continue efforts in the areas of public and community relations in 2004-2005 and assist in the development and organization of several national events including:

Tourism Week 2004
Tranquility Jazz Festival
National Culinary Team

Each of these events offers AHTA member opportunities for sponsorship and increased marketing and promotion.

7.MARKETING RESEARCH

Ongoing industry analysis is conducted by several organizations, including the Statistical Unit in the Ministry of Finance and Economic Development, The Caribbean Hotel Association, the Caribbean Tourism Organization and the World Tourism Organization, and is available to AHTA free of charge. The AHTA will work closely with the ATB and Ministry fomTourism to enhance Anguilla’s tourism industry research capabilities. Demographics and spending patterns of travelers will be secured and used to formulate future communications strategies. The AHTA subscribes to several industry publications and will attend trade shows to stay abreast of relevant issues.

CONTROLS
AHTA's marketing efforts will be reviewed regularly. The AHTA will seek feedback from members, visitors and industry representatives on marketing efforts and may conduct surveys and other focus groups to test plan effectiveness.

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