Saint Lucia marketing campaign promotes ‘property gems’

The Saint Lucia Tourism Authority (SLTA) has launched a marketing programme to support the 400-plus smaller accommodation properties in the destination.

Called the Collection de Pépites, the initiative will showcase local B&Bs, boutiques, inns and luxury villas.

The name reflects the island’s French heritage, as ‘pépites’ means a collection of small pieces or nuggets of gold.

The tourist board programme highlights properties with 35 rooms or fewer, many of which offer culture, culinary and wellness experiences.

For commissionable properties, agents can book with the properties directly – and SLTA will help properties to set up new links with agents.

A dedicated listings page on the Saint Lucia website offered detailed information on the types of accommodation, enabling users to search by location, family-friendly credentials or price.

Lorine Charles-St. Jules, chief executive of SLTA, said: “We are really excited to bring together this collection of wonderful property gems for people to discover.

“We know from visitor feedback that there is a real demand for these distinct properties, many of which give the opportunity to get closer to the action for an authentic experience.

“It could be a desire to have total privacy, to celebrate a milestone event in a smaller setting or to bring extended families and friends together in a destination as special as Saint Lucia.”

Participating properties have been accredited by the SLTA and ongoing reviews will take place to ensure quality control and safety management.

Thomas Leonce, president of the Vacation Rental Association, added: “Working together, the ministry of tourism, Saint Lucia Tourism Authority, and the Saint Lucia Hospitality and Tourism Association have created a meaningful avenue for marketing our classifications of accommodation.”

Properties include Caille Blanc Villa & Hotel, a boutique hotel with a 65-foot infinity pool and waterfall; Jungle Escape Eco Lodge; and Rabot Estate by Hotel Chocolat, with views of the Pitons (pictured).

More properties will be added to the programme following the initial announcement and launch.

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