Chairman of the Barbados Hotel and Tourism Association (BHTA), Javon Griffith, has issued a clarion call for the country to urgently elevate service standards across all facets of the tourism industry.
This follows the recent release of a Barbados Tourism Marketing Inc. (BTMI) exit survey, which highlighted that poor customer service was a growing concern.
Describing the survey as “a critical opportunity for honest reflection and decisive action”, Griffith said: “I wish to acknowledge the candid remarks by BTMI CEO Andrea Franklin, who rightly noted the growing concerns around the level of customer service being delivered across the island. Her openness underscores the importance of listening to our visitors and acting decisively to improve their experience.”
Tourism, which remains the cornerstone of the Barbadian economy, depends not only on the island’s natural beauty but on the quality of interactions visitors have throughout their stay. Griffith warned that inconsistent service standards could undermine repeat business and global competitiveness.
“As chairman of the Barbados Hotel and Tourism Association (BHTA), I view these findings not as a condemnation, but as a critical opportunity for honest reflection and decisive action,” he said. “The quality of service that visitors experience at every touchpoint – airport, accommodation, transportation, restaurants, retail, attractions – directly impacts their decision to return and to recommend Barbados to others.”
Griffith stressed that while the island is often praised for its warmth and hospitality, a renewed commitment is needed to ensure this reputation is matched by consistent service excellence.
“Consistency in service delivery must now become a national priority,” he said. “The BHTA has long advocated for service excellence across the entire visitor journey, not only within hotels and attractions, but in every interaction a visitor has on our shores.”
He called for targeted, meaningful investment in training initiatives that foster genuine hospitality values rather than superficial box-ticking exercises.
“I believe it is time to collectively reinvest in structured, practical customer service training that goes beyond box-checking and speaks to the heart of what hospitality truly is: respect, attentiveness, empathy, and pride in our product,” Griffith urged. “From front-line staff to supervisory roles, across the private and public sectors, we must recommit to raising our standards and creating a culture where excellent service is expected and delivered consistently.”
The BHTA chairman insisted the concerns raised in the latest exit survey should serve as motivation to improve, rather than as discouragement.
“The feedback from this exit survey should energise us, not dishearten us. Barbados has always had the potential to lead the region in authentic, world-class guest experiences,” he said. “With renewed focus, cross-sector collaboration, and accountability, we can address these concerns and ensure our destination remains globally competitive.”
Griffith reaffirmed the BHTA’s commitment to collaborating with all relevant parties to place service excellence at the forefront of national development.
“At the BHTA, we stand ready to work with all stakeholders – government agencies, educational institutions, the private sector, and community leaders – to elevate service delivery as a matter of national importance. Our visitors deserve nothing less, and our economy depends on it,” he said. (SZB)
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