has become, we hosted the very first edition of the Caribbean direct booking summit,” Destang explains. “We had about 80 hoteliers, the largest group of Caribbean hotels we’ve ever had, focusing on digital marketing and direct bookings.” The summit introduced cutting-edge techniques including artificial intelligence applications, email marketing optimization, Google Ads management, and meta search strategies. The event showcased remarkable transformation stories from within the region.“We had one hotelier from the Caribbean who shared their story of how they were able to go from being very OTA-dependent to getting 90% or more of their business direct, which was really incredible,” Destang notes. This success story illustrates the summit’s core philosophy of balanced distribution rather than eliminating online travel agencies entirely. “It’s really not about one versus the other, but about making sure that your distribution and where you get your business from is balanced.” AI AS TOURISM’S GREAT LIBERATOR CHTA became one of the first hotel associations globally to produce an artificial intelligence guidebook specifically for its members, releasing the initial edition in late 2023 and following up with an expanded second version in 2024. “When I came in, I said three of my focus areas would be on people development, linkages between tourism and other economic sectors, and technology,” Destang explains. “We were at the time the very first hotel association I’m aware of in the Caribbean, probably in the world, that produced a guidebook specific to our members to showcase to them the potential.”The second edition addresses practical implementation while dispelling common misconceptions about AI’s role in hospitality. The guidebook tackles the industry’s biggest fear directly. “We actually had a section dispelling five myths about AI, including that big one that’s on everyone’s mind: is it going to replace my job? Is it going to replace human beings?” Destang says.“I’ve always felt as an early adopter myself of ChatGPT and other AI tools that this isn’t the tourism job killer, it’s a tourism job liberator.” This technology frees staff from routine tasks to focus on personalized service. “Instead of the front desk agent having to answer mundane questions about the Wi-Fi password and making dinner reservations, the AI can handle those things,” Destang notes. “It now frees you up to provide that real personalized service that can only be provided in the Caribbean.” CHTA has established partnerships with the Hospitality Financial and Technology Professionals association, providing members free access to their annual technology trade show. 53 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 09 CARIBBEAN HOTEL AND TOURISM ASSOCIATION
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