In a strategic push to help Caribbean hoteliers take back control of their revenue, the Caribbean Hotel and Tourism Association (CHTA) is set to launch its first-ever Direct Booking Summit – Caribbean Edition, taking place May 22 in Antigua.
This one-day business-focused event is designed to equip hospitality professionals with the latest tools in digital marketing and distribution, empowering them to rely less on online travel agencies (OTAs) and third-party wholesalers.
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The summit comes at a crucial moment for the region’s hospitality sector, as high OTA commissions and inconsistent demand highlight the need for more profitable booking strategies.
Sanovnik Destang, president of the CHTA and a leading hotelier from Saint Lucia, emphasized the importance of regaining control over distribution channels. “This is about future-proofing your business and building stronger, more direct relationships with guests,” he noted.
Powered by hotel tech firm Triptease, the summit will bring together senior executives in sales, marketing, and revenue management from across the Caribbean. The agenda features targeted workshops, panel discussions, and networking sessions.
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Key topics include mastering digital advertising, enhancing CRM personalization, managing rate parity, and tapping into the power of TikTok and influencer marketing to drive direct bookings.
Participants will also gain insights from real-world case studies, showcasing how Caribbean properties have successfully reduced third-party reliance through smart automation, personalized email campaigns, and robust conversion tracking.
Scheduled immediately after the Caribbean Travel Marketplace, the summit is timed to capitalize on regional momentum and make it easy for industry professionals already in Antigua to stay on for this high-impact session.
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Registration costs are $495 for CHTA members and $595 for non-members. To support attendance, CHTA has secured a 25% airfare discount with LIAT and Sunrise Airways for summit participants.
With its strong focus on ROI and digital performance, the summit marks a significant shift in the tone and purpose of Caribbean hospitality events—moving beyond general networking toward action-oriented, revenue-driven outcomes.
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