CHTA sets the key factors that will define the future of Caribbean hotels after CHIEF 2025
Digital innovation, climate resilience, new ways of working, and community strengthening are positioned as strategic pillars for the region's competitiveness, while it is announced that CHIEF 2026 will take place from November 16 to 18
The Caribbean Hotel & Tourism Association (CHTA) presented the key takeaways from the Caribbean Hospitality Industry Exchange Forum (CHIEF) 2025, recently held in Barbados. It also confirmed that the next edition will take place from November 16-18, 2026, coinciding with Taste of the Caribbean. The forum brought together hotel executives, policymakers, and other industry stakeholders to analyze the transformations reshaping the industry and the actions needed to strengthen long-term competitiveness.
CHTA President Sanovnik Destang highlighted the region's progress and emphasized the need to accelerate innovation, strengthen resilience, and better prepare island states for an increasingly challenging global landscape. He noted that the industry is entering a new phase in which sustainability, people-centered leadership, and technological adoption are becoming essential.
Among the event's conclusions, climate resilience emerged as an urgent priority. Participants warned that inaction increases economic and social costs and agreed on the need to promote sustainability frameworks that protect both communities and workers in the sector.
Another key point was the potential of smart sourcing to reduce operating costs. Opportunities to strengthen local production, diversify suppliers, and expand regional manufacturing were highlighted—initiatives that can lessen logistical dependence and improve the stability of hotel operations.
Digital transformation also took center stage. Tools such as artificial intelligence, automation, and integrated platforms are revolutionizing processes in the region. This progress, however, comes with increased risks: cybersecurity has emerged as a critical challenge requiring immediate investment. CHTA continues to support this transition through guidance and strategic partnerships aimed at the responsible adoption of new technologies.
The forum also highlighted the importance of strengthening direct booking channels, optimizing digital marketing strategies, and improving content quality to enhance business performance. A distinctive narrative, a consistent presence in digital media, and the strengthening of owned channels are becoming essential elements of the current hotel model.
In the area of labor, CHIEF called for a rethinking of work organization and an exploration of more flexible models, such as reduced workweeks, to improve talent retention. The value of investing in continuous training, leadership, and organizational culture to build future-ready teams was also emphasized.
The importance of deepening cultural and community integration was also highlighted. Incorporating local crafts, promoting production chains, and supporting social initiatives were identified as ways to strengthen the identity of each destination and differentiate the visitor experience.
Finally, the forum addressed the balance between technology and personalization. As automation advances, travelers demand more human interaction and more personalized experiences. The conclusion was clear: technology should enhance, not replace, customer service, allowing Caribbean hospitality to maintain its distinctive character.
Source: Caribbean Hotel & Tourism Association (CHTA)