The Caribbean Hotel and Tourism Association (CHTA) is partnering with Triptease to bring renewed focus to direct booking strategies, as the Direct Booking Summit (DBS) Caribbean prepares to return for its second year.
The event is scheduled for May 15, 2026, at Sandals Grande Antigua, immediately following the region’s flagship tourism trade event, Caribbean Travel Marketplace 2026.
Organisers say the summit comes at a critical time for Caribbean hoteliers, who are grappling with rising distribution costs and increased competition to secure direct relationships with guests rather than relying on third-party booking platforms.
CHTA President Sanovnik Destang said the initiative is building on the success of its inaugural staging, with an expanded focus on practical, revenue-driven strategies. He described the summit as an important platform for hotel operators seeking to strengthen direct booking performance, improve profitability, and take greater control of customer engagement.
The conference will centre on actionable approaches to increasing direct revenue, improving booking conversion rates, and reducing dependence on intermediaries such as online travel agencies. This year’s programme will also highlight emerging trends in digital marketing, artificial intelligence, and other technologies influencing how travellers discover and book accommodations.
According to Charlie Osmond, last year’s event exceeded expectations, with participants leaving equipped to implement tangible changes in their operations. He noted that the Caribbean market is now ready to deepen its understanding of direct booking strategies as competition intensifies and industry dynamics evolve.
Sessions at the summit will explore how hotels are achieving higher direct booking ratios, in some cases surpassing 50 per cent, through targeted marketing and improved user experience. Participants will also examine the growing role of AI and automation in personalising guest interactions and converting demand into direct revenue.
In addition, discussions will focus on refining distribution and revenue strategies, including optimising pricing models and channel mix to reduce reliance on third-party platforms. The event will also provide opportunities for peer networking, allowing regional operators to share insights and solutions to common commercial challenges.
Registration for the summit is now open to both CHTA members and non-members, with organisers noting that capacity is limited following strong interest in the 2025 edition.
The DBS Caribbean forms part of CHTA’s broader efforts to support the region’s tourism sector through advocacy, training, and knowledge-sharing, as the industry continues to adapt to a rapidly changing global marketplace.
