As heads of the four organizations which represent almost all of the Cayman Islands’ tourism industry, we felt it important to set the record straight on the role of Cayman Airways in supporting the tourism industry, its working relationship with the Department of Tourism and its relationship with the local tourism private sector through the Cayman Islands Tourism Association and Sister Islands Tourism Association.
CAL
For the last three and half years, the relationship between the National Airline, Cayman Airways and the Department of Tourism has been steadily improving and is better than anytime in the preceding 10 years. CAL and DOT work together each year to develop a formal, systematic and integrated joint marketing plan.
There is an annual planning process to ensure that the two agencies work closely, e.g. CAL’s Marketing Team meet four times per year for quarterly marketing and sales meetings with the DOT’s marketing team where they agree on advertising creative, media planning and buying, public relations, regional promotions and wholesaler relationships.
Almost on a daily basis the two teams work together on US sales promotions, city blitzes, travel agent incentives, familiarization programmes and visiting journalists.
DOT
Since 2002, the DOT can demonstrate that CAL has been the exclusive call to action or featured as the exclusive airline partner in US advertising (print, TV and radio) at a cost to the DOT ranging US$1.8 – US$2.5 million.
Of this total, CAL’s VP-Marketing has full discretion over US$750,000.
In addition to the media, DOT creates all of the US ads and provides a US news bureau public relations function at no cost to the airline.
DOT also promotes Cayman Airways Express overseas to educate travel agents, journalists and consumers about the excellent connections from Grand Cayman to the Sister Islands.
With each of the three new route launches in the past three years (Ft. Lauderdale, Chicago and Boston) DOT coordinates the special market promotions, the launch activities and inaugural ceremonies for the first departing flight and its passengers.
Finally, DOT provides CAL with support in the areas of Training and Human Resources on as needed basis.
Annual reports, including copies of the ads and affidavits of the broadcast media are presented twice annually to the Board of Directors and the Shareholder.
CITA
In relation to the Cayman Islands Tourism Association, CAL has been an active member since its inception in 2001 and the VP-Marketing has been a member of the Executive Committee (Board of Directors) for the last two years. CAL also serves on the ‘airport operators subcommittee’ and the ‘water sports committee’.
CITA is particularly grateful to have the National Airline take the lead in many of CITA’s annual promotions designed to stimulate incremental tourist business to Grand Cayman and the Sister Islands. CITA attributes much of the success of last summer’s program to the CAL airfare promotional offer that complemented the private sector’s offers. CAL’s leadership and commitment to the tourism industry is evidenced again this summer with CAL’s ‘Kids Fly Free’ offer from all of its US gateways – an effort geared to draw families back to the Cayman Islands this summer.
CITA knows it can rely on CAL to assist the sales and PR efforts of the Cayman Islands Tourism Association.
SITA
In relation to the SITA, CAL and CAL Express have always been responsive in collaborative development to bring greater flexibility in connections and increased lift to Cayman Brac and Little Cayman.
The introduction of a direct jet flight to Cayman Brac from Miami, and the 4 daily Express flights have ensured a broader coverage of travel to and from the Sister Islands.
The DOT has helped differentiate the diverse offerings on Cayman Brac and Little Cayman and has worked to develop special print ads which use unique images showcasing the Sister Islands when promoting the CAL and CAL Express offerings. We continue to seek solutions in (i) luggage allowance particularly to Little Cayman, (ii) later north bound jet departures, (iii) more favorable South bound direct jet departure times and (iv) increased exposure for the direct jet flights.
These can only be accomplished with the continued collaboration of the DOT, CAL, CAL Express and SITA
In summary, it is our collective assessment that CAL continues to be a vital element to the sustainability of the Cayman Islands’ tourism industry in all three of the islands, and that because of the close and effective relationship the four organizations share, coupled with the marketing planning of the DOT, through Cayman Airways, the Cayman Islands has a distinct competitive advantage.
We are committed to work together even more closely in the future, focusing on the bigger picture, the economic health and prosperity of the Cayman Islands.’
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