Archive for Allied Member Insights

Embracing New Opportunities to Attract Canadian Travelers to the Caribbean

Caribbean destinations are top of mind for Canadians seeking alternatives to the US, and fresh research informs strategies to connect with them effectively.

 

capturing the canadian consumer 2026 dci reportThe Caribbean now tops the list of desired vacation destinations among Canadians according to a recent report, “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers.” While U.S. travel interest dropped from 40% in 2023 to 21% in 2026, Caribbean destinations must embrace massive opportunities to attract Canadians seeking alternatives to U.S. destinations.

A key driver for Canadian bookings is value. Canadians don’t want to travel just for travel’s sake. They want intentional, immersive experiences with new cultures. Caribbean destinations are well-poised to offer something unique, capturing travelers who may otherwise have settled for coastlines of the southern United States.

Prioritize cultural attractions and culinary distinctions beyond just sun-soaked beaches to demonstrate your destination’s value.

In addition, Canadians prioritize safety in their vacations. Nearly all (95%) of travelers rated a safe and secure destination as important when deciding to book. The relative calm and political stability of many Caribbean destinations, therefore, will seem more attractive than ever to Canadians who’d rather avoid their southern neighbor.

It’s a reminder to DMOs across the Caribbean to amplify safety messaging and statistics whenever possible.

A third key to unlocking Canadian travelers is offering a family experience. Canadians love family getaways, especially to the beach—the two highest-rated trip characteristics according to the data. This provides a unique opportunity for Caribbean destinations to provide a clear alternative to the usual U.S. suspects like Florida.

Touting family-friendly itineraries and engaging with family influencers are strategic ways to make sure Canadian families look beyond the U.S. to consider your offerings.

This recent data allows Caribbean destinations to adapt their strategies confidently. By providing value-driven, secure, family-oriented messaging, Caribbean destinations can speak more effectively to Canadian travelers seeking alternatives to their former go-to destinations.

 

karyl barnesAuthor: Karyl Leigh Barnes
President, Tourism Practice
Development Counsellors International

President of the Tourism Practice at Development Counsellors International, Karyl Leigh Barnes has spent the past 25 years helping destinations worldwide leverage tourism to elevate the quality of life for residents in the destinations she serves.

https://www.linkedin.com/in/karylleigh/
https://www.linkedin.com/company/development-counsellors-international
SM – @aboutdci

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Posted in: 2026 News, Allied Member Insights, Blog

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The Latin American Traveler: A Diverse Audience That Demands Local Insight

The Latin American Traveler

 

To conquer Latin America, brands must think regional but execute hyper‑local.

Understanding the Latin American traveler means recognizing a region where culture, motivations, and purchasing behaviors vary dramatically from one country to another. While it may look like a single market from the outside, Latin America is a mosaic of identities: a Mexican traveler behaves differently from an Argentine, and a Brazilian’s decision-making process has little in common with that of a Colombian. This diversity is what makes the region both exciting and challenging for brands.

Unlike audiences in Europe or North America—where consumer patterns tend to be more predictable—Latin American travelers rely heavily on emotional, social, and family-driven influences.

Word of mouth carries exceptional weight, and trust is built through closeness and authenticity rather than scale.

Reaching this audience requires more than translating a campaign. Brands must speak the cultural language of each market. Local nuance is not optional; it’s the key to relevance. A message that resonates in Chile may fall flat in Peru if it doesn’t reflect differences in aspirations, humor, or economic context.

In tourism marketing, both B2C and B2B trends show a strong shift toward personalization and relationship‑driven strategies. For consumers, user‑generated content, micro‑influencers, and mobile‑first storytelling remain highly effective.

On the B2B side, Latin America responds particularly well to long‑term partnerships, in‑market representation, and trade education programs. Travel advisors, OTA’s and wholesalers still play a central role in influencing demand, making consistent local engagement essential.

Trust is built through presence, not distance.

Latin America is complex because it isn’t one region—it’s many, layered within the same geography. The brands that truly connect are those that understand that local execution is not a detail; it’s the strategy.

 

elsa petersen em marketingElsa Petersen
Founder & CEO, EM Marketing & Communication

Elsa Petersen, CEO & Founder of EM Marketing & Communication, boasts over 45 years of experience in tourism and communications industry. She holds postgraduate credentials in Business Strategies and Integrated Communications Marketing, complemented by certifications in Innovation vs Imitation and Tourism Law.

https://www.linkedin.com/in/elsa-petersen-a2a51b150
https://www.linkedin.com/company/emtmkt/
https://www.instagram.com/emtourismmarketing

 

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Redefining Caribbean Luxury: How Destinations Can Attract the Global One Percent

 

plane near island

A strategic perspective on how branding, experience design, and digital presence can shape the Caribbean’s appeal to the world’s most discerning travelers.

Private Arrival: How the One Percent Experiences the Caribbean

For The One Percent, the journey is as important as the destination. Private aviation has become an essential part of how this audience experiences the Caribbean, offering not only convenience, but complete control over time, privacy, and access.

The Caribbean holds a unique position in this landscape. Its geography of islands, secluded coastlines, and exclusive enclaves makes it particularly suited to private jet travel. For high-net-worth individuals, the ability to move seamlessly between destinations, often within a single itinerary, creates a level of freedom that commercial travel cannot replicate.

Private aviation enables direct access to destinations that are otherwise less connected, unlocking a more intimate and curated experience of the region. Smaller airports, private terminals, and tailored ground handling services contribute to a journey that feels effortless from departure to arrival.

Beyond logistics, the experience itself reflects a broader expectation of lifestyle. Privacy, discretion, and personalization are fundamental. Travelers seek environments where every detail is considered, from arrival protocols to villa transfers, yacht connections, and bespoke itineraries designed around their preferences.

This creates an opportunity for Caribbean destinations to further refine their positioning. By aligning infrastructure, hospitality, and services with the expectations of private jet travelers, destinations can elevate their appeal to a highly valuable audience. Integration between aviation, luxury hospitality, real estate, and yachting ecosystems becomes essential in delivering a cohesive experience.

The Caribbean is not simply a destination for the one percent. It is a region that can define what seamless, elevated travel looks like. Through a thoughtful approach to access, service, and experience design, it can continue to attract and inspire this exceptional audience.

 

charley baouminaCharley Baouamina
Founder & CEO

Charley Baouamina is the Founder & CEO of Charley SIGNATURE, a global luxury branding agency, and creator of The One Percent, a media platform dedicated to high-end travel, hospitality, and UHNW audiences.

LinkedIn: Charley SIGNATURE LinkedIn
Instagram: Instagram: @charleysignature

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The Caribbean This Summer: Four Trends Every Traveler Is Chasing

ciic pr blog image

 

From Blue Mind escapes to Gen Z rediscoveries, here’s why the Caribbean is the destination story of summer 2026.

Something is shifting in how people plan their summer travel. After years of chasing bucket-list places and Instagram-famous locations, travelers are now asking different questions: Will I feel restored when I leave? Will my family actually connect? Is there somewhere just as beautiful that hasn’t been overrun yet? The Caribbean has always been the answer and in summer 2026, travelers are catching up.

Wellness travel is leading the surge. Fueled by the science of Blue Mind, the restorative mental state triggered by being near water, travelers are seeking ocean-centered wellness experiences that go far beyond the spa.

The most effective approach for hotels isn’t a spa package with ocean views. It’s building the water experience itself into the wellness narrative, think guided ocean meditations at dawn, free-diving instruction as a mindfulness practice, paddleboard yoga at sunrise, or beachside sound healing. These are the bookable moments that make headlines and drive conversions.

Multigenerational travel is reshaping the family summer trip. Grandparents, parents, and children are traveling together with a shared appetite for culturally immersive, genuinely memorable experiences. Multigenerational travel is not a niche, but a dominant force reshaping how resorts design programming, how destinations craft packages, and how PR teams pitch family stories.

The key insight is that these travelers are not looking for a kids’ club while adults relax separately. They’re looking for shared experiences that create lasting family memories across every generation simultaneously.

Europe’s over-tourism crisis is sending travelers looking for alternatives and destination dupes are having a major moment. With Santorini capping cruise ships and the Amalfi Coast managing pedestrian traffic, the Caribbean’s uncrowded beaches, authentic local culture, and accessible pricing have never been a more compelling sell.

And Gen Z is arriving. According to Google Flights, destinations like St. Maarten and Dominican Republic are among this summer’s trending international destinations. This generation isn’t chasing the Millennial resort experience, they’re going deeper, seeking local character, cultural authenticity, and the feeling of having discovered something real.

Knowing the trends is the starting point. Here’s how Caribbean destinations and hotels can convert them into measurable results this summer. Lead with water. Every wellness pitch this summer should center the ocean or coastline experience.

Design for the whole family. Multigenerational groups are the highest-value summer booking segment. Ensure your property or destination has a clear answer to the question every family is asking: what does everyone do?

Meet Gen Z where they are. This generation doesn’t want to be marketed to; they want to discover. Give them the local details, the off-the-beaten-path access, and the authentic cultural moments that make them feel like insiders.

 

amy sedenoAmy Sedeno, VP & Partner, Strategic Development, CIIC PR

Amy Sedeno brings over a decade of hospitality PR experience with a rich journalism background, leading CIIC PR’s travel, tourism, food & beverage, consumer, and hospitality divisions.


https://www.linkedin.com/in/amysedeno
https://www.linkedin.com/company/ciicpr
@ciicpr Instagram

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Curiosity: The Missing Link in Transforming the Guest Experience

Lemon Eight

From scripted service to unforgettable connection—powered by curiosity

I remember standing at a port, watching two experiences unfold at the same time.

Same destination. Same tour. Same timing.

But completely different energy.

In one group, the guide delivered the script—facts, timings, checkpoints. It was smooth, efficient… and forgettable.

In the other, something shifted.

The guide paused, looked at the guests, and asked,

“Where are you visiting from—and what do you love when you travel?”

Suddenly, everything changed.

The stories became more personal. The stops felt intentional. The guests leaned in, laughed more, connected deeper.

That’s curiosity in action.

And it’s not just a feeling—it’s backed by data. Research from Deloitte shows that organizations that foster curiosity see up to 20% higher performance. Insights shared by Harvard Business Review also highlight that curiosity strengthens connection and improves decision-making in real time.

In our tourism, that matters.

Because no two guests are the same.

And the best experiences aren’t delivered—they’re discovered.

Curiosity is the driver who shares a local secret.

The team member who notices hesitation and adapts.

The guide who turns a tour into a story guests will tell long after they leave.

I always say: “Curiosity is where the magic lives—it’s how we turn moments into epic memories.”

And when we lean into it?

We don’t just meet expectations.

We create something guests carry with them, long after the journey ends.

When curiosity becomes part of your culture, your teams don’t just deliver—they connect. They don’t just provide service—they create moments that travel far beyond the destination.

 

claudine pohlClaudine Pohl

Claudine Pohl is the Founder & CEO of Lemoneight, the cruise industry’s first accredited training center, delivering high-energy, interactive, and fun guest experience training powered by curiosity—creating memorable, story-driven moments across 5 continents—while serving on the Caribbean Tourism Organization’s Allied Board of Directors and as a Social Engagement Partner for Seatrade Cruise Global.

https://www.linkedin.com/in/claudinepohl/
https://ca.linkedin.com/company/lemoneight
https://www.instagram.com/lemoneight.inc/
https://www.facebook.com/lemoneight.inc
https://lemoneight-consulting.com/
https://www.linkedin.com/in/claudinepohl/
https://www.linkedin.com/in/hugoaparicio/
https://www.linkedin.com/in/marie-avilés-66300a197

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