How to sell summer holidays in the Caribbean

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Sun-kissed shores, sparkling waters and spicy cuisine make the Caribbean all but irresistible. With fewer crowds and lower rates during the off-peak season, summer bookings are surging: Gold Medal’s package sales to the region are 25% up this summer, while comparison site TravelSupermarket has noted an 81% rise in searches for Caribbean summer holidays since the Middle East conflict began.

Airlines are responding to the growing demand with an increase in capacity to the region. British Airways will add an extra weekly flight from Gatwick to Kingston in Jamaica, taking its summer schedule to four times a week, while Virgin Atlantic will fly daily from Heathrow to Jamaica’s Montego Bay between June and October.

Tui will also operate a direct service from Belfast International to Punta Cana in the Dominican Republic for four weeks from June. So with more product to play with, what do you need to know to sell this summer?

Cheap Caribbean holidays

“Agents can secure noticeably lower room rates than in peak winter,” says Deborah Wadhams, head of long-haul product at Gold Medal. Key markets include couples drawn by good value, adult groups looking for a lively all inclusive experience and families with children who need a mix of resort activities and convenience during the school holidays.

Tui is also targeting value-motivated families this summer, with free child places across Mexico and the Dominican Republic, meaning one child travels free with two full-paying adults.

Jill Cunningham, the company’s director of retail, omnichannel and third-party sales, says: “Free child places offer agents a powerful, easy-to-communicate conversion tool for families at a time when affordability and value are critical.”