Agenda

THURSDAY 22 MAY

8.45am

Registration and refreshments

9.05am

Welcome remarks

Sanovnik Destang
President, Caribbean Hotel and Tourism Association and Executive Vice President
Bay Gardens Resorts

Vanessa Ledesma
CEO
Caribbean Hotel and Tourism Association

9.10am

Direct bookings in the Caribbean

This session sets the stage by examining the direct booking landscape in the Caribbean. It will explore how the region’s traditional reliance on wholesalers is evolving and highlight strategies for shifting to a more direct-driven model. Expect insights from industry leaders on overcoming distribution challenges, improving digital engagement, and capitalizing on changing guest behaviors. This keynote will provide a roadmap for hoteliers looking to reclaim control of their bookings and profitability.

9.40am

Leveraging local partnerships: Attractions, tours & cultural immersion for direct bookings

Guests are increasingly looking for immersive local experiences, and hotels that offer these experiences stand out in the direct booking space. This session explores strategies for partnering with local attractions, tour operators, and cultural events to create unique, bookable experiences. Learn how to package and promote destination-based perks that drive direct bookings, increase guest satisfaction, and strengthen ties with the local community.

10.20am

CRM best practices for personalization, email Marketing & repeat bookings

A well-implemented Customer Relationship Management (CRM) system can significantly enhance guest loyalty and direct revenue. This session will cover how hotels can use guest data, segmentation, and automated email marketing to personalize offers, drive repeat bookings, and boost engagement. Topics include nurturing potential guests through email sequences, leveraging data for targeted campaigns, and using CRM to build a strong guest relationship strategy. Attendees will leave with actionable steps to create high-converting email marketing campaigns and loyalty-driven CRM strategies.

10.45am

Morning break

11.05am

Rate parity, wholesaler impact & revenue strategies

Maintaining rate parity across distribution channels is critical for a successful direct booking strategy. This session will provide insights on how to monitor pricing discrepancies, enforce parity with OTAs and wholesalers, and optimize revenue management strategies to maximize direct bookings. The discussion will also cover how to use meta search effectively as part of a direct booking approach, ensuring hotels maintain visibility while driving more commission-free reservations.

11.30am

Managing wholesaler relationships while strengthening direct strategies

Balancing wholesaler contracts while prioritizing direct bookings is one of the biggest challenges for Caribbean hoteliers. This session will explore negotiation tactics, rate parity strategies, and how to manage relationships with OTAs and tour operators without sacrificing direct revenue. Learn how to minimize rate leakage, incentivize direct bookings, and maintain control over distribution while still leveraging key partnerships that contribute to occupancy.

12.10pm

Digital marketing masterclass: Conversion optimization, paid ads & retargeting

A comprehensive look at how to optimize digital advertising, conversion strategies, and retargeting efforts to increase direct bookings. This session will provide actionable insights on running high-performing ad campaigns on Google, Meta, Instagram, and TikTok while leveraging retargeting strategies to recover abandoned bookings. Learn how to track and analyze ad performance, optimize spend, and improve ROI on digital marketing campaigns to drive direct revenue.

12.35pm

Website best practices: Maximizing conversion & User Experience

Your website is your most powerful direct booking tool. This session will explore how to optimize the user experience (UX) and conversion rate to maximize direct revenue. Learn best practices for mobile-first design, booking engine optimization, and reducing friction in the booking process. The session will also cover the role of high-impact visuals, persuasive call-to-actions, and localized content to drive bookings from both international and regional travelers.

1.00pm

Lunch break

2.00pm

PR & SEO synergy: Leveraging media for enhanced organic reach

A well-executed public relations strategy can significantly enhance a hotel’s organic visibility and credibility, leading to more direct bookings. This session will explore how PR and SEO efforts can work together, from leveraging media placements and press releases to enhancing search engine optimization (SEO) through strategic content creation. Learn how to craft compelling narratives about your hotel, engage with travel journalists, and generate online buzz that leads to increased direct bookings.

2.30pm

⁠Maximizing direct bookings through social media, influencers & TikTok trends

Social media platforms, especially TikTok, Instagram, and YouTube, are key drivers of travel inspiration and direct bookings. This session will cover the latest trends in short-form video content, influencer partnerships, and user-generated content (UGC). Learn how to create engaging social media campaigns, work with travel influencers, and leverage viral trends to drive traffic directly to your booking engine.

3.10pm

Crisis management & resilience: Sustaining direct bookings in uncertain times

Hotels must be prepared to maintain and grow direct bookings during periods of crisis, whether due to economic downturns, natural disasters, or global travel disruptions. This session will provide frameworks for managing crises, building resilience, and sustaining guest confidence. Learn how to develop contingency plans, implement flexible booking policies, and leverage crisis communication strategies to maintain strong direct booking performance even in difficult times.

3.50pm

Future trends and roadmap to direct booking independence

The hospitality landscape is shifting rapidly, and direct bookings are becoming more essential than ever. This session will highlight emerging trends, innovations in technology, and shifts in traveler behavior that will impact Caribbean hotels in the coming years. Learn how artificial intelligence, automation, sustainability, and personalization are shaping the future of direct bookings. The session will also explore how hotels can future-proof their business models while maintaining beneficial partnerships with third-party distributors.

4.10pm

4.20 - 5pm

Closing notes

Networking drinks

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