QUALITY IS THE KEY

Aruba’s hotels and restaurants are famed for their fresh and delicious food

The best advertising Aruba has is word of mouth, and the high standard of service provided at the island’s luxury resorts makes a major contribution to its reputation for quality.
It is a standard that the private sector’s Aruba Hotel and Tourism Association (AHATA) is determined to maintain and even improve on.
“This is one of the most unique opportunities for a vacation experience that you will ever find in the Caribbean,” says Horace Hord, the association’s CEO and Chairman. “Those who come here go and tell their friends.”

AHATA has put quality control in place by funding spot checks on member hotels carried out by independent assessors. “We also have in place programs that are very specific to food preparation and storage,” says Mr. Hord.
“The hotels should invest and continue to improve. There are still opportunities for improvement, even though there are no hotels on Aruba where you wouldn’t wish to stay.”
David Shahriari, General Manager of the Aruba Marriott Resort and Stellaris Casino, agrees. “Even though we are at 82 percent occupancy rates all year round, you can always do better.” he says. His dream is to see the hotel 100 percent occupied for an entire month.
“However, growth is not just a matter of high occupancy rates,” he adds. “You can improve the business by providing better services and amenities for the guests.
“One of the things that attracts customers to Marriott hotels worldwide is the consistency of the quality and service we provide. On top of that you can always see new and exciting changes taking place. We are always updating ourselves.”

The Marriott accommodates the highest percentage of visitors and is the island’s biggest employer. It is currently constructing its second time-share unit—where sales prior to completion have exceeded all expectations.
Mr. Shahriari has stepped up staff training and undertaken a number of projects to enhance the resort. He sees it as his job to position the business for long-term growth. “What I do today will affect the hotel five years from now,” he says. “That is why we are constantly improving.”
He believes that competition between the island’s resorts is beneficial. “I firmly believe that while healthy
competition exists, everyone will be successful,” he says.

Occidental Grand Aruba is part of the Occidental-Allegro Hotels & Resorts group, the world’s largest all-inclusive resort company and the largest hotel chain in the Caribbean.
Formerly known as Allegro Resort Aruba, the hotel is to undergo improvements next year. “This is a star hotel for our company in terms of income,” says Abdel Zouari, the group’s Vice President of Operations (Islands Division). “We have a plan for 10-12 million dollars of renovations.”
An all-inclusive resort, located on the exclusive Palm Beach, Occidental Grand Aruba offers a variety of
all-inclusive activities for its guests, including daily activities by the pool and on the beach, water sports and nightly entertainment.

“We don’t just provide a room, we offer a unique experience,” says Mr. Zouari. “We are on the best part of the beach. At night, we have the casino, shows and a disco. People get very good value for their money—that’s why they come back to us.
“In the winter we have repeat visitors—40-50 percent and more.
Then at Christmas, in February and at Easter we have families. From May-June until October, we have honeymooners. With an all-inclusive service, it’s easier to do things very well.”
In addition to high-quality service, Aruba’s hotels and restaurants are renowned for the quality of their cuisine. Mr. Hord at the AHATA says, “The number one motivating factor that brings people to Aruba is its safety, the second is the beaches and the third is the food.”

Easy access is another major attraction. “There is an extraordinary network of flights from the U.S., which is very unique for a country as small as Aruba,” says Mr. Hord. “Each of the major carriers that fly here has increased their service or is considering increasing it.”
With so much top-class accommodation, it is not surprising that the island is also marketing itself as an ideal
location for corporate meetings or conventions. Staff at the Aruba Convention Bureau (ABC) provide information and promotional resources and work closely with professional organizations, government departments and the local hospitality and business community.