Bermuda, as a premier tourist destination, is accustomed to wooing various members of the travel industry, promoting the attractions of the Island and all the amenities offered.

But it may come as something of a surprise to realise that Bermuda itself, mainly because of the large number of international businesses companies located here, is now being targeted by hotels overseas.

Miss Sarah Richards, sales manager of the luxury Hyatt Carlton Tower Hotel in London, recently visited Bermuda, to meet with local travel agents, but also gearing special presentations toward the corporate community here.

Her visit actually arose out of a London familiarisation trip organised by British Airways' manager Mr. Philip Troake and reservations manager Mrs. Doris Pearse for a group of Bermuda travel agents. "Sarah hosted us at the Carlton Tower and gave a dinner there for us. I think it was through talking to us all that she realised Bermuda's success as an international business centre made it a potential market for her hotel,'' says Mrs. Pearse.

As a 5-star hotel, with 220 rooms, private dining rooms and gourmet restaurants (including the famous Rib Room), The Carlton Tower obviously caters to the captains, rather than the lower ranks of industry.

"The Carlton Tower is in a lovely location, right in the heart of Knightsbridge, overlooking the gardens of Cadogan Square and just round the corner from Harrods -- an area that people really like. We've always had a large clientele of people who are visiting London on business. From a marketing point of view, Bermuda is a new geographical area for us, but we soon learned that you have a large number of insurance and finance companies, whose key executives travel a great deal.'' Accordingly, she flew to Bermuda for a three-night stay. "I talked to most of the bigger corporations, and especially those companies that have `sister' set-ups or affiliates in London. I think it was a very valuable exercise in relationship-building. Our hotel has all the amenities that the travelling businessman, or woman requires. The Hyatt Business Centre in the hotel was set up to cater to their needs, with confidential office services, secretarial facilities, faxes, telex and photocopying services.'' In addition, a wide selection of rooms are available for conferences and meetings, ranging in size from the huge Ballroom to the smaller meeting and boardrooms.

The Carlton Tower, she says, also recognises the importance of those extra touches, such as airport collection, mobile phones, `express' check-out, safety deposit boxes and underground parking.

"These sort of facilities are really essential, rather than luxuries for the top executive who spends an exhausting amount of time jetting around the world,'' she points out.

Miss Richards, a graduate of the Scottish Hotel School at Strathclyde University, has a degree in hotel and catering management.

Specialising now in marketing, she says that, as a result of her visit to the Island, the hotel's `Bermuda' business has increased considerably: "We hear that Bermuda-based personnel have told their colleagues about our hotel, so it's like throwing a stone in a pool -- you get that very welcome ripple effect!'' She says that, as far as she is aware, no other London hotel has tackled the Bermuda market.

In the course of promoting her hotel, she has travelled extensively throughout North America, and is currently investigating the Latin America market, along with the Carlton Tower's manager, Mr. Michael Gray.

Miss Richards is full of praise for Bermuda. "I arrived on the Saturday afternoon and stayed at the Hamilton Princess. It was a lovely visit for me, as everyone was so friendly -- an aspect on which we pride ourselves at the Carlton Tower. I've always been impressed with the friendliness of American hotels, but I had just been to Antigua and I was very disappointed with the service there -- very surly -- which is a disaster for any hotel, however luxurious. One evening, at the Princess, I had dinner alone, by the pool, and the staff were friendly, but very courteous, so I didn't feel at all awkward.

This is not always the case for women who are travelling alone!'' She spent a whole day exploring the Island. "I hired a moped, and had a brilliant day! I was a bit wobbly on the bike at first, but soon got used to it and rode through all the parishes. I took a map and a beach towel and ended up in Dockyard, stopping off at Elbow Beach and Horseshoe Bay on the way. I loved that beautiful, pinky sand. I just couldn't believe the shades and colours of the water. And the golf courses were so green they looked almost artificial!'' The biggest novelty for her, she says, was the sight of men walking around in knee socks, "showing off their knees. I was also fascinated by the white roofs and it was amazing to see that everybody seems to know everybody else! I felt very much at home, the whole time I was there, and that's a nice feeling.''