The man behind Bermuda's bid to revitalise its tourist industry does not take credit cards in his own hotel.

Visitors' `plastic money' is not welcome at the Reefs Hotel, owned by UBP Tourism Minister David Dodwell -- who has rammed home the message that the industry has to be more customer-orientated.

When The Royal Gazette contacted the PLP's shadow Tourism Minister David Allen, he said: "It's very unusual these days not to take credit cards.

"There are very few properties which refuse to take them. They are certainly a convenience to our visitors.

"For our American visitors in particular, it must be a bit eyebrow-raising, especially when Bermuda is seen as a close at hand, convenient destination.'' The no-credit card policy was brought to light after an advert for the Reefs Hotel appeared in the The Royal Gazette .

Mr. Allen added: "It's up to the individual property whether they take credit cards -- you can't dictate to people whether they take them or not. But most of the larger hotels and many of the smaller ones felt that to compete in the international market, they had to accept credit cards.'' After he was appointed earlier this year, Mr. Dodwell said that the Island had to respond to developing travel trends.

He added: "One of the things that has bothered me is that the community has, in the past, tended to provide the customer with what we think he wants.

"I would like us to get a better understanding of travel trends and to see how we can fit in with them.

"We need to ask ourselves whether what we have to offer is close to the wishes and desires of a certain market and whether we can gear ourselves fully towards it.'' And he said that Bermuda had to examine itself and take a fresh look at what the Island has to offer in terms of its facilities, services, activities and attitudes.

Mr. Dodwell could not be contacted for comment last night.