Barbados’ 2025–26 winter tourism season has begun on a positive footing, with hotel occupancy levels tracking ahead of last year and several properties already operating at or near full capacity, according to Barbados Hotel and Tourism Association (BHTA) chairman Javon Griffith.
Speaking on the early performance of the season, Griffith said preliminary indicators point to a modest but consistent rise in occupancy compared with the same period in the previous winter. While the BHTA is still gathering comprehensive data from its members, early returns suggest a broadly upward trend across the sector.
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“What we are seeing so far is an increase in occupancy levels for winter,” Griffith said, noting that most of the gains reported to date are in the single-digit range and are expected to evolve as more hotels submit figures.
Performance over the current weekend has been particularly strong. Griffith revealed that many properties are recording occupancy levels in the high 90 per cent range, with several hotels reporting full capacity.
“Most places are in the very high 90s and several properties are 100 per cent full,” he said, describing the results as an encouraging signal for an industry that has remained mindful of uncertainties in global travel demand.
Balanced demand across key markets
Demand this winter is being driven by a relatively even mix of Barbados’ traditional source markets, particularly the United States and the United Kingdom. Griffith explained that while this balance is evident overall, it varies by location across the island.
“This winter we’re definitely seeing an equal split at the moment between the United States and the United Kingdom,” he said. “On the west coast, you tend to see that more even split, while on the south coast the business is more geared towards the US market.”
He added that the east coast continues to reflect a more diverse pattern, shaped by its smaller accommodation base and more niche positioning.
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Last-minute bookings on the rise
One of the standout trends this season has been an increase in late and last-minute bookings, particularly from North American travellers. Griffith said this behaviour has become more noticeable in recent weeks and is being widely reported by BHTA members.
“Last-minute business is definitely more noticeable this winter,” he said. “Almost all of that is coming from the US market, where seats are available and travellers are making decisions at very late notice to book trips to Barbados.”
Improved airlift supporting growth
Griffith attributed much of the strong early performance to improved airlift, especially expanded services from the United States. He highlighted the impact of Delta Airlines’ increased capacity, which has enhanced Barbados’ accessibility and broadened its appeal to new visitors.
“Airline capacity has definitely impacted occupancies quite positively,” he said. “We are seeing a number of first-time visitors who had never considered Barbados before, but did so because their preferred airline is now flying into the destination.”
He noted that improved connectivity through hubs such as Atlanta has made Barbados more attractive to American families, translating directly into higher hotel occupancy during the peak winter period.
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Differences in travel patterns
Griffith also pointed to clear variations in travel behaviour between markets, particularly in average length of stay. North American visitors typically remain on the island for shorter breaks, while British travellers continue to favour longer holidays.
“For North Americans, the average length of stay is four to five nights,” he said. “The British market remains around ten nights on average, so there isn’t a single average that applies across the entire industry.”
Positive outlook for the months ahead
Looking ahead, the BHTA chairman said the industry remains cautiously optimistic about sustaining — and potentially improving — occupancy levels through the remainder of the winter season. Forward bookings through to April are continuing to materialise, with January shaping up as a critical period for sales, particularly in the UK market.
“January is a make-or-break period for many of our members,” Griffith noted, referencing the importance of winter promotional activity in the UK.
With current booking patterns and market interest holding steady, he said the outlook points to a strong remainder of the season and a positive lead-in to 2026.
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