The Dominican Republic is known for its gorgeous beaches, luxury resorts and abundant sunshine. My trip to Punta Cana from years ago was dreamy and I can see why it’s a destination for thousands of U.S. travelers, brides and tour groups.
But after a series of well-publicized deaths and mysterious ailments, the new Punta Cana ads focus on something besides the ocean: safety.
The Punta Cana Promise proclaims “Safe Dominican Republic Hotels” – saying that they strive to ensure safety and service standards are not only met but exceeded.
Safety is a precarious claim to make – I’m sure that the hotels where the illnesses occurred would have also said that they tried to ensure it. So much about safety is out of the hotel owners’ hands, such as weather calamities, terror, coronavirus, or theft. Hotels fall down, catch fire or become home base for active shooters – none of which were easily preventable.
The more you promise, the higher the expectations are that you will deliver. I think the Dominican would be safer sticking with its beautiful ocean message and your organization should use caution before promising things you cannot control.