2025 Caribbean Hospitality Trends: Authenticity, sustainability, technology and innovation take center stage at CHIEF

The Caribbean Hotel and Tourism Association (CHTA) held its highly anticipated Caribbean Hospitality Industry Exchange Forum (CHIEF) in Miami last month, bringing together hospitality and tourism professionals from across the Caribbean.

With the theme “Keeping It Real: Amplifying Caribbean Tourism through Authenticity, Integration, and Immersion,” this year’s CHIEF shone a spotlight on 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 shared, “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, which is often limited at other conferences, stood out. Overall, it was a fantastic experience for networking, sharing, and brainstorming. I have no reservations about recommending CHIEF 2025.”

Building on this enthusiasm, CHTA President Sanovnik Destang said, “The positive feedback we’ve received highlights just how vital these discussions are for the Caribbean tourism industry. As we continue to embrace authenticity, sustainability, technology and innovation, we’re ensuring that the region’s tourism remains vibrant, resilient, and poised for future success.”

Key highlights from the event included:

In the opening keynote, Gregory G. Habeeb, Chief Development Officer at WorldHotels NA, captivated attendees by emphasizing that luxury travel is no longer just about lavish amenities but about creating lasting, memorable experiences. Citing a recent report by Skift, Habeeb shared that the future of luxury lies in five core elements: cuisine, culture, community, content, and customization. Independent hotels, with their ability to offer unique, personalized experiences, were highlighted as being particularly well-positioned to tap into 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 driving 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 boost 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 memorable, active experiences that complement cultural immersion.

Sustainable by Nature Sustainability was a key theme throughout the forum, with discussions surrounding 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 Competency and Diversity Understanding the cultural nuances of guests is key to providing personalized, culturally competent service. AI-powered analytics can help better understand guests’ cultural backgrounds and preferences, while fostering cultural exchanges between staff and guests enhances the overall experience. Strategies included staff training on cultural differences, incorporating cultural elements into hotel design, and curating 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 offerings. 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 rich culinary heritage of the Caribbean.

Technology and Innovation in Hospitality With technology playing a central role in enhancing guest experiences, sessions explored how AI, virtual assistants, and QR codes can be used to provide personalized services and streamline operations. This year’s CHIEF encouraged attendees to embrace digital tools to elevate authenticity and improve the overall guest journey.

CHTA’s CEO, Vanessa Ledesma, emphasized the importance of authenticity and collaboration for the future of Caribbean tourism. “Our region’s diversity is our greatest asset. By focusing on authentic, immersive experiences, we can continue to lead in the global travel market,” said CHTA CEO Vanessa Ledesma.

Exclusive Member Resources

CHTA members can access a summary of key takeaways and actionable strategies from CHIEF 2024, designed to help implement the latest trends and insights in Caribbean hospitality.

Event Partners

CHIEF 2024 would not have been possible without the generous support of our event partners. A special thank you to our Platinum Partners: Anything But Advertising, Carnival Corporation & PLC, Hovr, IDeaS – a SAS Company, Interval International, Mastercard, and Tambourine. Gold Partners included 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.