AS COSTS RISE, small hoteliers may be tempted to accept offers to sell their properties.

This has been stated by Adrian Loveridge, chairman of the Small Hotels Committee of the board of the Barbados Tourism Authority (BTA).

Loveridge said recent price hikes were likely to accelerate the process as small properties were more exposed to the effects of increases.

"If smaller properties are struggling financially, they could be easy targets [for those making offers to purchase the property]," he said, adding the small hoteliers will be tempted to take the "soft option".

Loveridge, also owner of Peach and Quiet Hotel, said the Caribbean's definition of small hotel was properties with less than 75 rooms. This he said, resulted in 120 out of 147 hotels falling into the small category.

Over the last 15 years, 27 properties have been sold, with another one expected to close early next year after being sold to make way for a car park.

Loveridge added that while small properties experienced full occupancy during the winter months, they usually went "limp" during the summer months with some barely reaching 20 to 25 per cent occupancy.

He explained that while large hotels were tour operator driven and could afford advertising at a rate of US$80 000 for a one-page advertisement in a single publication issue, small hotels were not so fortunate.

As a result, he said, his committee was in the process of formulating collective marketing initiatives to generate occupancy during the summer months.

He explained this would involve putting marketing proposals in place to highlight small properties in Barbados.

"It is vital to come up with proper marketing initiatives," he said, adding collective marketing meant they would be able to advertise in more areas and offer more exposure.

Loveridge said the number of travellers booking hotels online had increased dramatically, something which small hoteliers could benefit from significantly. (JR-B)