The Caribbean’s hotel sector is set to return to Antigua this May with an increased focus on one of its most pressing commercial priorities: being closer to guests.
that Caribbean Hotel and Tourism Association and Triptyz Confirmed return Direct Book Summit Caribbeanintended May 15th to sandals grande antigua. The one-day event will follow immediately after the event. caribbean travel marketpositioning it as a continuation of the region’s most important annual gatherings of travel suppliers and partners.
The summit marks its second year following a strong debut in 2025, bringing together operators from across the region to explore practical ways to strengthen their direct booking channels. Organizers say the goal this year is to go deeper, focusing more on execution and measurable revenue results.
Regions facing higher costs and fiercer competition
The timing reflects wider realities across the Caribbean hotel sector. Distribution costs continue to increase, primarily due to third-party booking platforms, and competition for customer attention across digital channels has intensified.
This combination has made direct booking strategies a top priority for both large resort groups and independent hotels.
“Following the successful completion of our first Direct Booking Summit Caribbean, we are building momentum to deliver an even more practical, revenue-focused strategy to the region,” he said. CHTA Chairman Sanovnik Destang. “This summit has become an essential platform for Caribbean hoteliers to strengthen their direct booking performance, increase ownership of guest relationships and drive long-term profitability.”
The focus is less on theory and more on what operators are currently doing to increase conversion rates, improve margins, and build repeat business without relying heavily on middlemen.
What will be highlighted at this year’s summit
The 2026 edition is structured around a series of key commercial challenges facing Caribbean hotels today.
One main focus is conversion. Organizers note that a growing number of properties are achieving direct booking rates of 50% or more through a combination of pricing strategies, website optimization, and targeted digital campaigns. The summit will highlight how these results are being achieved in practice through case-based sessions designed for immediate application.
Distribution strategy also remains key. Many Caribbean hotels are working to rebalance their channel mix by diverting more bookings to their own websites while maintaining visibility on key platforms. Sessions cover pricing discipline, parity issues, and how to align revenue management with direct booking goals.
There is also a clear peer component. Operators across the Caribbean often face similar structural challenges, from seasonality to airlift dependence, and the summit is designed to foster direct exchange between them.
Building on the strong foundation of the first edition
The Caribbean region has become an increasingly important focus for Triptease, which partners with hotels around the world through its direct booking technology and strategy.
“The first DBS Caribbean exceeded all our expectations,” he said. charlie osmondCo-founder of Triptease. “What stood out was the confidence in the boardroom. Hoteliers who were ready to learn were ready to act.”
Osmond said conversations during the inaugural event reflected the region’s readiness to take a more active role in creating its own distribution strategy.
“The conversation was direct, the ambition was clear, and the community that formed around it has continued to grow,” he said. “That’s why we’re coming back: the industry has evolved, the questions have become more precise, and the Caribbean is ready to do more about what it takes to be successful with direct booking.”
The second edition is expected to reflect this progress with more in-depth discussion and a greater focus on measurable results.
Why direct booking has become a local priority
The retail economy in the Caribbean has changed significantly over the past decade.
Online travel agencies remain a strong source of demand, but the cost of acquiring bookings through these channels continues to rise. At the same time, hotels are investing more in their own digital infrastructure, from booking engines to CRM systems, to drive more value per booking.
Direct booking also gives hotels greater control over the guest experience from the first interaction. This includes data ownership, pre-arrival communication, and the ability to generate ancillary revenue through personalized offers.
These changes are particularly important in areas where repeat visits play a key role. Hotels that maintain direct relationships with past guests are in a better position to drive round-trip travel without having to incur additional acquisition costs.
Events like the Direct Booking Summit are part of a broader effort to accelerate the transition across the Caribbean.
strategic moment on the calendar
Holding the summit immediately after the Caribbean Travel Marketplace is a deliberate move.
Marketplace brings together hotels, travel agents and buyers from around the world, focusing primarily on wholesale and distribution partnerships. The Direct Booking Summit extends this conversation into the direct channel, giving hoteliers the opportunity to examine how these relationships fit into their broader revenue strategy.
The Antigua venue also reinforces the regional approach. Sandals Grande Antigua offers a central location with strong regional air transport, making it accessible to attendees from across the Caribbean.
Attendance and Registration
Interest in this event is expected to increase following the first year’s turnout.
Organizers say capacity will be limited and registration is now open for both. CHTA members and non-members. Demand in 2025 exceeded expectations, and a similar response is expected this year.
This summit was positioned as a working session rather than a traditional conference, focusing on actionable implications and real-world applications.
The message from Caribbean hoteliers is simple: Tools and strategies for driving direct bookings are evolving rapidly, and staying competitive increasingly depends on how effectively you use these tools.
Direct Booking Summit Caribbean aims to deliver these benefits one session at a time.
You can find more information on how to attend the conference here.
