Bonaire Hotel and Tourism Association Defends JetBlue Flights Amid Guarantee Controversy
KRALENDIJK – Despite the media frenzy in recent days over reports of millions of dollars in losses due to guarantees for JetBlue flights from New York to Bonaire, the Bonaire Hotel & Tourism Association (BONHATA) continues to support the low-cost carrier’s service to the island.
This became clear on Wednesday afternoon in an in-depth interview conducted by Bonaire.nu with the BONHATA board. The organization emphasized that its support is not only about the flights themselves, but also the general downward pressure on ticket prices that the flights help create.
For instance, ticket prices on competitor American Airlines have dropped significantly since JetBlue—known for its competitive fares—entered the market. It’s also not true that the financial burden of the guarantees falls solely on the local government. Ten BONHATA-affiliated hotels collectively guaranteed approximately one-third of the total amount that JetBlue can claim.
Despite the current losses, BONHATA believes that halting the flights would be the worst possible outcome. “We had assumed, based on similar guarantees issued in the past on neighboring islands—especially those for JetBlue, which were rarely or never triggered—that the risk here would also be minimal. Unfortunately, the current situation is different,” said Chris Opgenoort and Sander Winterberg on behalf of BONHATA.
Year-Round Flights
One of JetBlue’s biggest advantages, according to BONHATA, is that the airline operates flights year-round. “We’re also happy with the flights from WestJet, of course, but they are seasonal. Bonaire has a relatively good high season, but it’s short. The challenge lies in the low season, and year-round flights like JetBlue’s help fill that gap.”
BONHATA director Veroesjka de Windt still believes the remaining JetBlue flights can be salvaged—but only if there’s real investment in marketing. “I understand the word ‘marketing’ may be losing its appeal to some, but we continue to emphasize its importance, because targeted marketing is essential to attracting the right kind of visitor.”
De Windt stressed that the aim is not merely to increase tourist numbers, but to attract the right tourists—visitors who intentionally choose what Bonaire has to offer. “Without targeted marketing, that goal is simply unachievable,” she said.
Budget Constraints
Although many individual hotels try to contribute to the island’s marketing efforts, it amounts to a drop in the bucket. “Normally, resorts market themselves while the government focuses on Destination Marketing to raise awareness of the island,” BONHATA noted. “We’ve been pointing out for a while that Caribbean destinations are in fierce competition, and without island-wide marketing, Bonaire barely stands out.”
“We keep highlighting the fact that tourism accounts for around 53% of jobs on this island. In our view, failing to make the necessary marketing investments is irresponsible,” said Opgenoort and Winterberg.
Potential Negative Impact
BONHATA understands that it may seem contradictory to call for more marketing while tourist numbers are still rising year-over-year. “But as a sector, we look further ahead and often spot trends before others do. If JetBlue flights disappear and other carriers raise their prices, it will undoubtedly have a negative impact on both the number and type of tourists visiting Bonaire. That, in turn, will affect the island’s economy and job market. That’s a scenario we definitely want to avoid.”
Lack of Consultation
BONHATA stated there has been no recent consultation with the Executive Council about the current situation. “We’re still optimistic and want to work with others to find the best way forward. But concrete actions are needed—including at the TCB (Tourism Corporation Bonaire). Halfway through the year, TCB still doesn’t have a service agreement with the government and receives only minimal funding for ongoing operations. That’s not a healthy situation,” BONHATA concluded.
