Business View Caribbean - Mar 2024

of differentiating their resort from the more comprehensive network. “We do have to make a difference sometimes because what people know of the Holiday Inn is that typical resort you stay at when your flight leaves you. And that’s not what we are,” she explains. This differentiation is crucial in repositioning the resort as a destination that offers more than just convenience but a premium waterfront experience that exceeds typical expectations associated with the brand. On the workforce front, Bencosme reveals that the resort has navigated the labor challenges post- COVID more smoothly than most, owing to minimal layoffs and a strong culture of employee retention. “We didn’t have as many layoffs as most places during COVID, so most people stayed working with us,” she shares, highlighting the resort’s commitment to its staff through incentive models and a general passion among employees for their roles. Hiring locally is also vital to the resort’s operations, driven by practical and cultural considerations.“Since She begins by addressing the magnetic allure of Aruba itself, emphasizing the island’s perennially sunny weather and safety, which naturally draw tourists year-round. “Our weather is great all year round without rain. It’s also a very safe island. So, people can come here freely,” she notes, underscoring the foundational attractions that make Aruba a preferred destination. Thanks to a multilingual staff, the resort’s ability to communicate across cultures further enhances its appeal to a global clientele. Regarding infrastructure and future planning, Bencosme is candid about the resort’s current stance. “Right now, we don’t have any major projects in the books,”she states, highlighting a focus on maintaining and subtly upgrading the existing facilities rather than undertaking expansive capital projects. This strategy reflects a careful approach to growth, ensuring that any enhancements are meaningful and directly beneficial to the guest experience. Addressing the perception of the Holiday Inn brand, Bencosme acknowledges the challenge 35 BUSINESS VIEW CARIBBEAN VOLUME 11, ISSUE 03 HOL IDAY INN RESORT ARUBA-BEACH RESORT & CASINO