The wonderful Caribbean must make a case for increased flights

When Caribtours opened its doors back in 1979, it was with a small Caribbean programme to Jamaica. Mass tourism was only just opening up and the Caribbean was viewed as a place reserved for the select few – the well-heeled glitterati. 

We took our very first booking to a hotel called Frenchman’s Cove, and from that moment on, our lifelong affair with the Caribbean began. 

My personal journey with the region started in 1994 – I was just 24 years old when I first travelled there, and it was love at first sight. Over the years it became my second home, and I still get the same thrill when I walk down the aircraft steps, feel the warm tropical breeze and hear the steel pans I got when I first visited. 

I am writing this column while sitting on Grand Anse beach in Grenada, reflecting on how some of the challenges and opportunities we have in the Caribbean today are so like the ones we faced when I first set foot here 30 years ago.

The region’s unique appeal has kept it on the tourism most-wanted list through the decades. The promise of year-round sunshine, beautiful beaches and warm, welcoming people, as well as being politically safe with a stable climate, all make it a natural choice for UK travellers, especially in the luxury market. In a fast‑moving world, the Caribbean’s laid-back charm is the perfect antidote, and demand has never been higher. But there are always challenges.

Better Caribbean airlift

The island nations that make up the Caribbean archipelago are reliant on tourism – with as much as 40%-50% coming from sun-starved Brits. Airlift is a lifeline and the Caribbean needs to better compete with other regions to ensure it is sitting at the top table when UK airlines are deciding on routes.  

British Airways and Virgin Atlantic have a long-standing commitment to the region, but there are times of year, especially over the summer, when destinations such as Saint Lucia, Antigua, Grenada, Aruba and Turks and Caicos are short of good-quality airline capacity. This is a problem and a constraint to growth. Without airline seats, you can’t sell hotel bedrooms. 

I want the Caribbean to organise and make its case better – airlines will only fly if they can make money out of a route, and need to be convinced that the region deserves a bigger slice of the pie. We need to win the argument for better flying. And not just capacity out of London, but more flights from the north of England – Manchester and the northwest is a huge market and needs to be better served year-round.

Cost opportunity

In contrast, our European programme is blessed with an abundance of airlines; the Greek islands this year have multiple daily flights from British Airways, easyJet and Jet2.com, to name a few. Over the past three to four years, our Greek programme has doubled and trebled in size due to the abundance of excellent hotels and great airlift options – consequently, this boom in demand has really pushed prices up. 

Demand is high and luxury European holidays, helped by a weak sterling against the euro, have never been more expensive. This presents an opportunity for the Caribbean – in the summer, holidays there are great value (40% less than winter). The summer months are UK customers’ favourite time to travel and this switch-selling from European destinations offers a real opportunity. 

My love for the Caribbean remains undimmed and the future looks bright. There has never been more investment than we are seeing now, the beaches have never been more beautiful, the people never more welcoming. 

If we can just get more airlift in the summer months, then it really will be paradise…