Hoping to be the yardstick by which all other hotels in The Gambia and the sub-region are measured, Sheraton Gambia Hotel Resort and Spa is implementing a tourist taxi service program unheard of in The Gambia.
In collaboration with the Association of Small Scale Enterprises in Tourism (ASSET) and the Gambia Tourism Authority (GTA) the newly opened branded 5-Star hotel in The Gambia has introduced a hotel taxi service, with drivers and vehicles selected through a rigorous process. The process involved interviewing more than 40 taxi drivers and the inspection of their GTA-licensed tourist vehicles to ensure compatibility with Sheraton 5-Star standards. Following numerous meetings and vehicle inspections over a six month period by the General Manager Mrs. Jennifer Buhr and Public Relations Director Ebou Waggeh, the hotel has selected twenty two Gambian taxi drivers to implement the project on a pilot basis. The drivers selected agreed to a Code of Conduct which includes among other things the wearing of uniform bearing the Sheraton logo. 

For more than two decades tourist taxis have been a staple of hotels, especially the ones in the Senegambia and Cape Point area. These green-colored taxis and their mostly pleasant Gambian drivers have been synonymous with Gambian tourism in the sense that some of the tourists that visit the Gambia go back home, not only with pleasant memories of their amazing stay in The Gambia, but also with fond memories of the tourist taxi drivers who become their unofficial guides throughout their fantastic journey of The Gambia.

It would be naïve to say that all is well in the tourist taxi industry and all drivers are honest citizens making a sincere living with the most comfortable cars. With every industry, one has its deviants and it is this deviancy that Sheraton Gambia Hotel Resort and Spa would like to eradicate and unwelcome at its establishment. Generally, tourist taxis have to go through MOT testing in order to obtain Gambia Tourism Authority licensing. But even these standards are not enough for Sheraton, since the MOT test focuses more on the mechanical and external aspects of the vehicle. 

The Sheraton requirement is that the ‘Green Taxis’ not only meet the Gambia Tourism Authority criteria but those of Sheraton Gambia Hotel Resort and Spa as well. The criteria to meet to be considered a ‘Sheraton Taxi’ are comprehensive. Drivers seeking to be members of the Sheraton family had to read and accept the Sheraton Gambia Hotel Resort and Spa Code of Conduct drafted by the Director of Public Relations, Ebou Waggeh. It states that drivers must be Gambian nationals with valid drivers’ license; drivers must wear a uniform consisting of navy blue trousers, pressed white shirt, black belt, black shoes and a Sheraton badge;  drivers must be able to understand English; drivers must maintain personal hygiene at all times; drivers must refrain from illegal drug trafficking and use; taxis must have valid license from Gambia Tourism Authority and valid insurance which must include liability coverage;  taxi seat upholstery and other conveniences inside the cabin must meet Sheraton’s 5 Star standards.  Taxi drivers must agree to abide by the code of conduct at all times, if they are selected to serve the hotel. 

"In the beginning, it was very difficult to convince my fellow taxi drivers to allow their cars to be inspected by Sheraton. I supported the inspection because I knew that the 5-Star hotel wanted something better than what normally obtains. The drivers had to refer the matter to the Tourism Authority, because they needed to know why Sheraton wanted to inspect their cars again, after having passed an MOT test.  Most of them were not too happy at first," said Omar Bojang. "I hope all other hotels would follow the Sheraton initiative in the forthcoming tourist season," the Secretary General of the Gambia Tourist Taxi Association added.  Mr. Bojang is responsible for the supervision of the twenty two drivers that have signed the Code of Conduct. He is assisted by a Taxi Controller who is responsible for sending a taxi to the front of the lobby when it is requested by guests through the Sheraton Concierge.

 "I’ve worked with hotels for fifteen years driving my tourist taxi, but Sheraton is the first hotel to show pride in us and upgrade our status by issuing us with uniforms and making us a part of their establishment.  Compared to other hotels in the area, there are not many taxis here, and we all get equal opportunity to make trips and earn a decent wage", said Abdou Rahman Bah, one of the selected taxi drivers.

One can see the sheer excitement on the driver’s faces when they were handed their badges. They all looked smartly dressed and one could feel the uplifting sensation they exude as they receive the badges.  They felt proud that Sheraton Gambia Hotel Resort and Spa indeed believes in them and has entrusted them this privilege.

"If this initiative works, it would be a significant upgrade of taxi service offered to tourists coming to The Gambia for the past three decades, while providing Sheraton Gambia with a taxi service commensurate with its 5 Star facilities and services. As the initiative is a win- win situation for all involved, its success could be replicated in other Gambian hotels", states Ebou Waggeh the Director of Public Relations at Sheraton.

Sheraton Gambia Hotel Resort and Spa had two options prior to implementing the taxi service initiative. The hotel could either have had its own private vehicles taking its guests around and charging them or they could have worked in the same capacity as other hotels: letting the taxis park outside their hotel and hassle guests when they need their services. After putting much thought to it, Sheraton decided to work with ASSET and the GTA to implement a new initiative that would better serve all parties involved, as well as the industry as a whole.  "The goal of the initiative is to allow taxi drivers in The Gambia to offer an improved service while making a decent living through collaboration with a 5-Star hotel; a good example of Responsible Tourism Partnership" concludes Jennifer Buhr.