Business

Davis: Baha Mar focused on brand, investment strategy amid COVID-19

Baha Mar is maintaining a commitment to pay 30 percent of the salaries of staff furloughed after the property closed its doors to guests in March, Baha Mar President Graeme Davis said.

When it closed its property on March 25, Baha Mar paid its nearly 6,000 staff members 40 percent of their salaries plus benefits to cover the period of closure until the initial reopening date of July 1.

However in late June the property announced that it was making about 20 percent of its staff redundant and pushing the reopening date to October 1.

“At the end of June, we enacted another 90 days of full benefits and 30 percent of salaries in order to support our full-time associates and provide as much financial assistance during this time of closure as possible,” Davis said in an interview with business luxury lifestyle brand CSQ, which has an audience of Los Angeles and New York billionaires.

“Our greatest concern now is the increase in COVID-19 infections spreading across key markets in the United States and the effects of the virus spread on Americans as well as our fellow Bahamians. Our goal is to reopen Baha Mar later this fall.”

Speaking to the company’s business strategy to offset the impact of the closure of the property because of the COVID-19 pandemic, Davis said Baha Mar is focused on maintaining its brand awareness and investment strategy, which includes the nearly $300 million Baha Mar Bay water park, which is pegged to be complete sometime next year.

“I am resolute in my confidence and have full faith in the resilience of the tourism industry in The Bahamas. We know we will be back, so we are taking this time to invest in the future of our resort and continue forward with our commitment to enhance Baha Mar’s offerings to enrich the overall unforgettable, contemporary vacation experience awaiting travelers in The Bahamas,” Davis said.

“We are also focused on maintaining deep relationships with our 5,000 associates and supporting them as best we can, so that when Baha Mar reopens, we have our family team onboard. Our associates are vigorously loyal, inspired and motivated to offer an exceptional experience to our returning guests. Job opportunity and long-term, lasting stability for the Commonwealth of the Bahamas is a top priority for us.”

Looking ahead, Davis said he anticipates travel and hospitality to be in a much better position a year from now, but because of the pandemic travel will look different.

He added, however, that Baha Mar is focusing on how the resort can best provide guests with physically distanced experiences that, while naturally designed into the resort destination, have been reimagined through the lens of social distance and safety.

“I believe technology will be one of the greatest features to impact hotels in the modern age. The ability to check in to guest rooms, open a door and sign for a check seamlessly by scanning an RFID bracelet are ways to ensure contactless interactions at Baha Mar,” he said.

“We’ve also centralized many guest offerings through the Baha Mar app, which we’ll encourage our guests to download prior to arrival. Technology will also play an essential role in our sanitation and cleanliness procedures across the resorts at Baha Mar.”

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Paige McCartney

Paige joined The Nassau Guardian in 2010 as a television news reporter and anchor. She has covered countless political and social events that have impacted the lives of Bahamians and changed the trajectory of The Bahamas. Paige started working as a business reporter in August 2016. Education: Palm Beach Atlantic University in 2006 with a BA in Radio and Television News

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