St. Lucia Voted CHA President Elect and Recognized
as the 2003 Caribbean Hotelier of the Year
Bob Troni, Managing Director International Sales and Marketing,
American Airlines, Recognized as "Allied Member of the Year"
"Berthia is a role model for young hoteliers, an admired boss to her staff, and a respected peer among the members of the Caribbean Hotel Association," said colleague and CHA President Simón Suárez. "She is also the personification of Caribbean style," he added.
As President-Elect, 2003 Hotelier of the Year Berthia Parle will spend
the next twelve months preparing to assume the presidency in June 2004,
for a two-year term.
In 1985, she took the opportunity to join a group of investors in a new restaurant venture, Capone's. This was followed by the addition of the Sweet Dreams Ice Cream Parlour and the Patio Restaurant. Meanwhile, her husband Johnny owned and managed the La Flambé Restaurant. Berthia Parle was a managerial force behind the success of all of these restaurants in St. Lucia.
After a successful decade in the restaurant business, she was approached
by Desmond and Joyce Destang, a St. Lucian business and property management
couple, who wanted to build a hotel. Her husband Johnny joined her
to run it as a
Parle's attention to detail and excellence extends to all areas of the staff. Her hands on approach to training and staff motivation has created a loyal, efficient group of employees at the hotel. Ongoing on-the-job training and cross-training are a priority for her, as is promotion from within. The result is low turnover among the staff, and a high percentage of staff members who started at the hotel in entry-level positions. Guest surveys are taken on a monthly basis, and results are circulated to the staff as recognition for their efforts, or to facilitate corrective action where necessary. Parle's dedication has paid off, as the hotel and its staff have won several recognitions, including the Best Value and Service Award from Unijet, Best Manager and Best Supervisor at the national tourism awards, and Hotelier of the Year from the St. Lucia Hotel and Tourism Association in 1999.
She serves as President of the St. Lucia Hotel and Tourism Association and with her high, public profile has succeeded in bringing the Prime Minister of St. Lucia to the table to discuss critical policy issues that affect the national tourism industry.
In CHA, she holds the position of First Vice President and Chairperson of the Advocacy Committee, and is a former Chairperson of the Small Hotels Committee. She is an outspoken, dynamic member of CHA - a proactive force in the struggle to raise the awareness of the economic and social impacts of tourism in the Caribbean.
"The Caribbean Hotelier of the Year Award" was established by Jim Pepperdine,
vice president of Yesawich, Pepperdine & Brown (YP&B) to recognize
those hoteliers who are working within CHA to help promote industry growth.
The Golden Conch honors
Parle joins the ranks of those outstanding executives whose accomplishments
and leadership have created a new standard in hospitality in the Caribbean.
Previous recipients of the 'Hotelier of the Year Award' are:
Bob Troni, Managing Director International Sales and Marketing, American Airlines, Recognized as "Allied Member of the Year"
Bob Troni, Managing Director International Sales and Marketing, American Airlines, has been recognized as "Allied Member of the Year" by the Caribbean Hotel Association (CHA), at this year's Caribbean Hotel Industry Conference (CHIC 2003). The award is presented every year to recognize an individual who has exhibited great generosity and dedication to the Caribbean region, volunteering to work towards the betterment of CHA and the Caribbean hotel industry. "Bob has been working with and for the Caribbean for more than 30 years," said Alec Sanguinetti, director general and CEO of CHA. "His efforts have reached a zenith in the extraordinary role he has had with the Caribbean Hotel Association Charitable Trust (CHACT)," he added.
Troni is a key, active private sector member of the Trust, responsible for the 'Life Needs the Caribbean' regional advertising campaign. A Founding Trustee of CHACT, he pledged a cash contribution of US$25,000 on behalf of American Airlines to get the program 'off the ground' in 2001. Since then, he has been an enthusiastic private sector player, fully involved in all aspects of the Trust's work, from planning, to development, and production.
He, along with fellow public and private sector members of CHACT, were fundamental in the development and execution of the creative work for the advertising campaign and the placement of the television media plan. With the support of American Airlines, he helped the CHACT save some $100K in travel related expenses for the production of the commercials in the Bahamas and Dominica.
As a member of the Trust, he was also instrumental in the creation of
the private-label booking engine for the campaign's travel site www.gocaribbean.com,
with Expedia. He then chaired the subcommittee that led
the development of long-term strategies to
He is currently involved in yet another working subcommittee, which is spearheading the development of new functionality that will allow tourism related businesses - fellow CHA Allied Members - to profit from the www.gocaribbean.com booking engine, through value-added packaging and direct sales and merchandising to the consumer. This new phase in the gocaribbean.com website is poised to launch in August 2003.
"He has been a valuable component of the Trust in establishing the foundation for a branding campaign that fulfills a regional marketing imperative with built-in levels of sustainability," concluded Sanguinetti.
Lorraine J. Ortiz,
director of communications for CHA
|Also See:||Ewald Biemans, Bucuti Beach Resort, Aruba Named 2002 Caribbean Hotelier of the Year / June 2002|
|Caribbean Hotel Association Evolves from Trade Association to Developmental Agency; Commemorating 40 Years / Jan 2002|