With the theme “Keeping It Real: Amplifying Caribbean Tourism through Authenticity, Integration, and Immersion,” this year’s CHIEF highlighted the importance of offering genuine experiences that go beyond the traditional “sun, sea, and sand” approach. Speakers and panelists explored how the region’s rich cultural diversity can be leveraged to create immersive, personalized travel experiences that resonate with modern, experience-driven travelers.
One attendee commented: “CHTA CHIEF 2024 was very informative and the topics were timely as we seek to establish a truly authentic tourism product in the Caribbean. The unique opportunity to speak directly with panelists and speakers was highlighted, something that is often limited at other conferences. Overall, it was a fantastic experience to network, share and exchange ideas. I have no hesitation in recommending CHIEF 2025.”
CHTA President Sanovnik Destang built on this enthusiasm, saying: “The positive feedback we have received underscores the importance of these discussions for the Caribbean tourism industry. As we continue to focus on authenticity, sustainability, technology and innovation, we are ensuring that tourism in the region remains vibrant, resilient and poised for future success.”
Highlights of the event included:
At the keynote, Gregory G. Habeeb, Chief Development Officer for WorldHotels NA, captivated attendees by highlighting that luxury travel is no longer just about offering sumptuous amenities, but rather about creating lasting and memorable experiences. Citing a recent Skift report, Habeeb shared that the future of luxury lies in five fundamental elements: gastronomy, culture, community, content and personalization. Independent hotels, with their ability to offer unique and personalized experiences, were highlighted as being particularly well-positioned to take advantage of this growing demand for authenticity.
Real revenue strategies: Maximizing profits through authentic offerings was a key focus, with an emphasis on cultural experiences – whether through local partnerships, events or culinary offerings – as essential to generating revenue year-round. Hospitality and tourism businesses were encouraged to engage with their communities and provide immersive, culturally rich experiences to enhance the guest experience and drive profitability. Additionally, sports tourism emerged as a growing opportunity, with destinations encouraged to leverage local sporting events, facilities and activities to attract visitors and create active, memorable experiences that complement cultural immersion.
Sustainable by nature: Sustainability was a key theme throughout the forum, with discussions around sustainable tourism. One panel explored the critical balance between profitability and sustainability, highlighting the role of local partnerships in driving impactful environmental initiatives. Hotels were encouraged to adopt circular economy principles and invest in renewable resources to reduce their environmental footprint.
Cultural Competence and Diversity: Understanding guests’ cultural nuances is critical to providing personalized, culturally competent service. AI-powered analytics can help better understand guests’ backgrounds and cultural preferences, while fostering cultural exchanges between staff and guests improves the overall experience. Strategies included training staff on cultural differences, incorporating cultural elements into hotel design, and creating experiences that allow guests to actively participate in local traditions.
Showcasing Authentic Caribbean Cuisine: Caribbean cuisine took center stage as a defining element of the region’s tourism offering. The event emphasized the importance of preserving culinary traditions while innovating to create memorable dining experiences. Experts recommended that hotels integrate authentic local flavors and involve staff in educating guests about the Caribbean’s rich culinary heritage.
Technology and Innovation in Hospitality: Technology plays a key role in enhancing guest experiences. Sessions explored how artificial intelligence, virtual assistants and QR codes can be used to deliver personalized services and streamline operations. This year’s CHIEF encouraged attendees to embrace digital tools to increase authenticity and enhance the overall guest experience.
CHTA CEO Vanessa Ledesma highlighted the importance of authenticity and collaboration for the future of Caribbean tourism. “The diversity of our region is our greatest asset. By focusing on authentic and immersive experiences, we can continue to lead the global travel market,” said CHTA CEO Vanessa Ledesma.
Member-only resources:
CHTA members can access a summary of key takeaways and practical strategies from CHIEF 2024, designed to help implement the latest trends and insights in the Caribbean hospitality industry. For more details, visit www.chtachief.com.
Event partners:
CHIEF 2024 would not have been possible without the generous support of our event partners. Special thanks to our Platinum Partners: Anything But Advertising, Carnival Corporation & PLC, Hovr, IDeaS - a SAS Company, Interval International, Mastercard and Tambourine. Gold Partners were Coho Reservations, MyBookingRewards, taCONNECT and The Anything Group. Silver Partners were Amadeus, Cloudbeds and Marketplace Excellence. Their collaboration was instrumental in making this year's event a success.
Source: CHTA.