Bermuda must do more to promote itself internationally, according to Coco Reef owner and managing director John Jefferis.

Mr Jefferis, who also owns the multiple award-winning Coco Reef Tobago, said that Bermuda is an excellent destination which needs stronger advertising.

“I would like to see more television advertising for Bermuda as a destination, which would then increase the awareness, because it’s a very competitive business,” he said. “Our competitors seem to be spending more on television advertising.

“I had two clients who stay in my hotel in Tobago. We talked about them coming here, and they did. I think the most significant thing they said was that they really didn’t know Bermuda was so wonderful.

“I think that’s an important aspect — to get the message out. I think that’s the way of the future.”

Mr Jefferis said business at the South Shore, Paget hotel hasn’t changed much between 2014 and 2015, however he said the Bermuda Tourism Authority has been doing a good job of sending the hotel “leads and opportunities”.

“We consider that a very good thing,” he said. “It’s real business instead of opportunity for promotion.

“I think they seem to be more advertising-oriented now, and that’s a critically important part. Awareness is critical. When people go to a travel agent they say they want to go somewhere they are familiar with. If there’s constant promotion, then that gets the product of Bermuda in their minds.”

In an effort to build business, Mr Jefferis said Coco Reef has been doing what it can to attract the interest of travel agents and agencies, turning them into potential ambassadors for the hotel and the island.

“I have always believed that the best form of promotion in Bermuda is to get tour operators and travel agents to come and visit your product, particularly when we feel we have an exceptional product in a superlative location, which we do,” he said.

“Once they come and experience the product, they will promote our hotel for a long time. Normally when people have been here, we do see from that particular company an increase in reservations. It certainly has an effect on their desire to promote our product.”

The hotelier said that the Coco Reef team are always looking to upgrade the hotel’s facilities to ensure guests the best possible experience, adding that the resort has been praised by customers for the quality of its staff.

“The number one attraction, based on our guest comments, is our staff and how friendly they are. I think that’s really what makes the difference, having people who impress the guests,” he said.

“The second element is our location, our beach. Every guest can walk just a few steps from their room to the beach.

“We have a lot of return guests. One nice aspect is that some return guests come back at the same time, coordinating their visits with other returning guests that they met here, which is very nice. They have dinner together, they go on day trips together. It’s a more enjoyable stay for them because they have someone to laugh and joke with.”

Asked about other elements that could help provide the tourism industry with a boost, he said casino gaming could make a difference and the America’s Cup has already proven to be a potential difference-maker.

“In October there were a lot of people staying here, so it certainly works,” he said. “I know a lot of people think of it as a public relations event, and that is true, but there are actual people coming for it and I imagine it will increase a lot next year.”