DIGITAL INNOVATION AND PEOPLE-FIRST LEADERSHIP Bay Gardens leverages sophisticated digital marketing strategies while maintaining the human connections that define Caribbean hospitality. As president of the Caribbean Hotel and Tourism Association and former chair of its technology task force, Destang brings unique expertise to the resort’s digital transformation. “We use just about every trick in the book. If you go to our website, you’ll see ads following you all over if your privacy settings allow for it,” Destang explains. The resort employs programmatic advertising, email marketing, and an innovative Hovr tool that transforms static images into rich videos without leaving the webpage. “We love our travel partners, but the most profitable source of business is getting the booking direct.” Technology enhances rather than replaces personal service at Bay Gardens.“Yes, if it’s a quick ‘what’s the WiFi password,’ the AI can answer, but if it’s something more specific like ‘I want to make a reservation at this restaurant, do they have vegan meals,’ then you need human intervention,” Destang notes. The resort has introduced tablets for restaurant orders, online check-in options, and will soon launch casting solutions for guests who prefer Netflix to cable television. Destang’s leadership philosophy evolved significantly since taking over in 2008, when the global financial crisis threatened the resort’s survival. “My mother always said the most important thing in this business is people, not just the guests but your employees,” he recalls. “When I decided to really lean into people, get to understand what makes them tick and focus on motivating them to be the best versions of themselves, that’s what led to better acceptance of the things I was trying to do.” This approach helped Bay Gardens achieve record-breaking performance in 2022 and 2023. THE NEXT CHAPTER: EXPANSION BEYOND RODNEY BAY Bay Gardens’ ambitions stretch beyond its current Rodney Bay stronghold. With Sapphire Sands set to open in December 2025, the company signals readiness for island-wide expansion as Saint Lucia’s tourism sector projects 1.43 million arrivals by 2028. “Sapphire Sands for now is going to be our crown jewel and the best thing that we’ve built. But we are exploring developments in other parts of the island,” Destang reveals. “Saint Lucia is only 238 square miles, but it’s bigger than you think with very different aspects in different parts. We want to highlight the whole island.” The resort continues investing in human capital 48 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 07
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