DESTINATIONS CARIBBEAN |SUMMER
exper experts ASK THE
Deborah Wadhams, head of long-haul product, Gold Medal “Position summer
as the season when clients can maximise value and add upgrades. Take advantage of lower rates and look for hotel- led incentives such as board and room upgrades that help clients get more for their budget.”
Jill Cunningham, director of retail,
omnichannel and third-party sales, Tui
“Through dedicated Caribbean training, webinars and TradeHub resources, Tui ensures agents have the product knowledge and commercial confidence needed to convert summer Caribbean demand efficiently.”
Leah Marshall, director of sales, Unique Vacations UK “Flexibility is key for securing
best value for clients – a good time to look is the last week of August as airfares drop a little at the end of summer. Tailor recommendations depending on the client’s budget, preferences and travel dates.”
a powerful, easy-to-communicate conversion tool for families at a time when affordability and value are critical.”
BARGAIN HUNT To optimise a client’s budget, make the most of package deals and upgrades designed to attract visitors at this time of year. Caroline Beckett, senior product manager at Elegant Resorts, says: “Meal plan upgrades often offer the most value, with the uncertainty of food costs being paid upfront. Carlisle Bay in Antigua, for instance, offers a 30% rate reduction plus a complimentary upgrade to half-board on Ocean Suites and above from May to November, while Grenada’s Calabash Hotel offers a free upgrade from half-board to all-inclusive from March to October.” There are other promotions to consider as well.
“Premium drinks packages, daily resort activities and added-value inclusions such as catamaran cruises or spa credit increase the perceived value,” adds Gold Medal’s Wadhams. She recommends trading clients up by booking higher-tier rooms that come with a wealth of benefits, including access to premium areas such as club-only pools. Multi-bedroom suites and villas are also a strong option for groups or families wanting extra space and privacy without peak-season prices. With so many bargains on offer, even those on limited budgets can find small ways to splurge. “Guests are frequently choosing to upgrade just one part of their trip to get the ‘wow factor’ without blowing the budget,” says Melissa Scarlett, senior product executive at Kuoni.
40 7 MAY 2026
33Premium drinks packages, resort activities and inclusions such as catamaran cruises increase the perceived value
“Consider curated upgrades. It could be a final night in a super deluxe suite, a villa with a private pool or a mix-and-match approach with a four-star resort and then a luxury hotel.”
WEATHER WORRIES Concerns about rainy weather – ‘liquid sunshine’, as locals call it – or the start of hurricane season can deter clients looking for summer breaks, but agents can counter this by educating customers about the differences between each destination. Popular islands such as Barbados, Tobago, Aruba and Curaçao lie largely outside the hurricane belt, so enjoy more settled conditions. And if clients are worried about rain disrupting their time on the beach, point out that in the tropics, it tends to take the form of short, sharp showers, rather than lasting all day. For Sandals and Beaches Resorts, strong summer
performers include Barbados, Antigua, Saint Lucia and St Vincent and the Grenadines, as well as Grenada and Curaçao. “While hurricane season runs from June to
²
travelweekly.co.uk
CLOCKWISE FROM LEFT: Sandals Resort Curaçao; Fairmont Royal Pavilion, Barbados; diving with turtles; view of English Harbour from Shirley Heights, Antigua PICTURES: Leah Marie Photography; Shutterstock/ David Bailey, Sean Pavone; RTCREATION
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