Cuba Is ‘Huge Opportunity’ for U.S. Travel Companies, BCG Says
| May 10, 2017, at 12:18 a.m.
HAVANA (Reuters) – Cuba represents a “huge” but challenging opportunity
for U.S. cruise, airline and hotel companies as American visitors to the
Caribbean island could increase as much as sevenfold by 2025, according
to a report by the Boston Consulting Group.
As many as 2 million Americans could visit up from 285,000 last year,
excluding Cuban Americans, the BCG study published on Wednesday estimated.
U.S. travel to Cuba has already surged, albeit from very low levels, in
the last two years since the former Cold War allies announced a detente
and the Obama administration eased travel restrictions to the island.
“The reality is that U.S. travel to Cuba is in its nascent stages, and
all the players are still learning how to make it work,” the report
read. “Success, as with most things Cuban, will require unusual – and
often unorthodox – approaches”.
BCG did not address the uncertainty cast by the election of U.S.
President Donald Trump who has threatened to row back on the
normalization of relations.
The Cuban government aims to double hotel capacity by 2030 through
partnerships with foreign companies, it pointed out. So far, Starwood is
the only U.S. hotel company operating in Cuba.
Instilling a hospitality mindset in tourism workers who were mostly
state employees, even at U.S.-owned companies, on low wages could be
challenging, it noted.
Poor service sat particularly badly when rooms were “extremely expensive
for the region”.
“The risk is that U.S, travelers who visit Cuba and stay at a hotel that
is part of a brand they trust will experience prices much higher than
usual – and more customer service,” the report read.
Meanwhile there was also an opportunity for expanding cruise lines to
Cuba, BCG said. Nearly two thirds of 500 U.S. travelers surveyed would
consider one to Cuba. Several U.S cruise operators have started offering
lines to Cuba in the past year.
They have to deal with different challenges such as including a cultural
element to their trips to comply with U.S. government rules on travel to
Cuba, BCG noted.
U.S. companies should work together with the Cuban government to resolve
some of these issues.
As for airlines, they needed to deal with excess demand for flights to
Havana. They could carry out campaigns to lure Americans to other Cuban
cities, BCG advised, and tap into Cuban demand for flights to the United
(Reporting by Sarah Marsh)
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