Business View Caribbean | Jan 2019

6 DEMAND FOR LUXURY AND UPSCALE CARIBBEAN ACCOMMODATIONS ON THE RISE, SAYS EXPEDIA G lobal travel platform Expedia Group has shared the company’s latest insight for the Caribbean based on data pertaining to star-rated properties in the region. The findings, which analyzed data from resorts and hotels located throughout the Dominican Republic, Jamaica, and The Bahamas, reveal that demand for five- and four-star classified properties has increased year-over-year in the first three quarters of 2018; furthermore, four-star rated properties are the most popular category across the three island destinations. Expedia analyzed various data points related to star-rating including growth, booking windows, mobile demand growth and length of stay.In addition to the $2 million television spend, $500,000 will be allocated to digital advertising and social media; a $350,000 social media program has been launched to promote accommodations accepting vacationers this season; and the remaining resources will be directed to cooperative marketing and print advertising in various market segments. The Department of Tourism will heighten the territory’s visibility on television and social media channels like Facebook and Instagram as well as print media throughout the OPENING LINES