John Issa, Executive Chairman of SuperClubs, entered the tourism industry over 50 years ago. His major contribution to the industry – other than years of service to tourism entities, including the Jamaica Hotel and Tourist Association and the Jamaica Tourist Board – was the creation of the first all-inclusive hotel in Jamaica in 1976, Negril Beach Village, now Hedonism II.
In 1978, Mr. Issa took the concept further, included drinks, and created the world’s first totally all-inclusive resort for couples only. Both events were of great significance for the Jamaican tourist industry and the economy as a whole. The concept has since been imitated all over the world. As a result, Mr. Issa is recognized as the “Father of the All-Inclusive Industry”. SuperClubs has, over the years, operated its three brands, Breezes Resorts, Hedonism Resorts, and Rooms On The Beach in six countries.
Mr. Issa has received many prestigious awards and national honours, including the Order of Jamaica (1998), the Order of Distinction in the Rank of Commander (1983) (Jamaica), and The Order of the Southern Cross (2001) (Brazil). In 2002 he received the Legacy Award: “Caribbean Luminary” from the University of the West Indies. He was also awarded the Doctor of Laws (Honoris Causa) from the Northern Caribbean University in 1999, and from the University of the West Indies in 2009.
In 2000 he was inducted into the Private Sector of Jamaica’s “Hall of Fame”, and was named “Master Entrepreneur of the Year for 2003” by Ernst & Young. In 2004, he was featured on a postage stamp commemorating the Centenary of Jamaican Hotel Law.
We were lucky enough to speak with Mr Issa and learn more about his remarkable career and thoughts on the industry.
What inspired you to enter the industry?
The family was in the hotel business and I was extremely attracted to the tourism industry because of its potential for Jamaica and the region. I was given responsibility for the family hotels when I was 21 years old.
What was your first job in hospitality?
Other than growing up within the industry, I actually learned the hotel industry from the top down because I started as Managing Director of three hotels.
What is the best piece of advice you were given that assisted you in your hospitality career?
John Pringle, who was then Jamaica’s Director of Tourism and the creator of Round Hill told me, “Never believe your own propaganda”. I found it very important because you have to face the reality and always be truthful in your sales pitch, which will result in you giving your guests more than they expect.
What keeps you motivated?
During my five and a half decades in the industry I have seen many changes both in land-based tourism and in cruise tourism both in terms of the number of destinations being offered to the travelling public and the variety of accommodation and packages being offered.
What motivates me most is the creative side of the industry and coming up with new ideas and features which will enhance visitors’ vacations and thus expand the industry. It was this type of thinking which led me to create the totally all-inclusive holiday in Jamaica in the mid-70s and introduced the first all-inclusive couple only holiday, first all-inclusive resort with private golf courses included and the first five star all-inclusive resort with room service and all suites. I then went on to introduce the first all-inclusive St Lucia, Barbados, Cuba, Curacao, Brazil. It gives me great satisfaction to know what I started in the mid-70s in Jamaica has changed the way people vacation worldwide.
What are the most exciting developments currently happening in the hospitality industry?
What seems to be happening in the hospitality industry – which is new but I do not consider exciting – is that bigger seems to be equated with newer and better. For example, the new cruise ships which between crew and passengers have a larger population many of the Caribbean Islands – and more retail space than many of the smaller Caribbean Islands.
The exciting developments in the hospitality industry seem to be more in the method of distribution and selling with the trend towards more direct and online bookings by people wanting to travel -and travellers being able to compare pricing very easily.
What are the greatest challenges you face in your current position?
The greatest challenge today is in educating the consumer as to what is really all-inclusive because many vacations claiming to be all-inclusive have many compulsory add-ons, whether it be resort fees or service charges for example. At Breezes we pride ourselves on having no hidden charges and tipping is not permitted.
What is your management philosophy/style?
I tend to delegate but monitor and maybe interfere a bit too much!
What qualities do you look for when you are hiring staff?
The first quality I look for is integrity – and the second is common sense. After that I consider skills and talent.
