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Caribbean sees ‘biggest growth in sales’ in 2025, says Pure Luxury

“Product manager Diane Prendergast shares the operator’s booking trends and insights across the region”

InterviewsAug 19, 2025by Erica Rich

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Q. How important is the Caribbean to Pure Luxury?

The Caribbean is a very important destination for our brand, and we have strong relationships with our supplier partners in this part of the world. The Caribbean has seen the largest increase in sales by destination for Pure Luxury in 2025 so far and equates to 10% of our overall sales.

Q. Which destinations and hotels in the region perform particularly well?

In Barbados, the much-loved and leading luxury hotels of Sandy Lane and Fairmont Royal Pavilion continue to perform well for Pure Luxury. In Grenada, Spice Island Beach Resort is a standout – its luxury all-inclusive concept proves popular with our customers. For those travelling to Antigua, Carlisle Bay is a favoured choice, or Blue Waters Resort & Spa for those seeking a luxury villa holiday.

Q. How are cruise sales in the region?

The Caribbean accounts for 25% of overall bookings for our Cruise Plus brand, making it the most popular destination to cruise for our customers. A lot of luxury lines depart from the Caribbean, such as Explora Journeys and Azamara from San Juan in Puerto Rico, and Silversea, Emerald Cruises and Star Clippers from Bridgetown, Barbados.

Fairmont Royal Pavilion Palm Terrace Restaurant Credit Ian

Q. How does the Caribbean perform against other worldwide destinations?

The Caribbean is a growing destination for Pure Luxury in 2025, with sales on the increase. The region sits in third position behind our top sellers: the Middle East and the Indian Ocean.

Q. Which new product in the region are you particularly excited about?

We believe Silversands Beach House, the newly opened sister property of the renowned Silversands Resort Grand Anse in Grenada, is going to be popular with our customers. The secluded Beach House offers a truly intimate setting with only 28 accommodations, bringing island escapism to a new level. Guests have access to the wider facilities at Silversands Resort, giving them the best of both worlds.

Q. Which Caribbean destinations are you hoping to develop in the future?

We have seen large growth in Grenada this year. We are also focusing on smaller, yet equally as enthralling, destinations such as St Vincent and the Grenadines and the Turks and Caicos Islands. This comes as the region sees more demand for island-hopping and as alternatives for repeat travellers who may be looking for something a little different.

Q. What’s your strategy for driving Caribbean sales?

We will continue educating our agents through training sessions, marketing, fam trips and the ongoing support they receive from our expert team. This month, we’re hosting a fam trip to Barbados in partnership with three of our hotel partners – Fairmont Royal Pavilion, Apes Hill Barbados and O2 Beach Club & Spa – giving our agents and team first-hand experience of luxury product on the island. Continuing to develop knowledge of the destination and building confidence – for both our trade partners and our Pure Luxury Ambassadors – will naturally grow sales for our agents and their businesses.

Q. What do you think the future holds for the region?

There is huge potential for the Caribbean and Pure Luxury. Island-hopping is becoming more popular thanks to double-drop flights, where an airline calls at two destinations. For example, a flight to St Kitts will stop in Antigua to drop off and pick up passengers, allowing travellers to combine the two destinations very easily. This is something we see increasing in the future.

Background

Diane has more than 20 years of travel industry experience, first working for Gold Medal between 2004 and 2012, before returning in 2021 as a product manager for both the Gold Medal and Pure Luxury brands. Prior to this, she held senior product roles for brands including Destinology, Six Star Holidays, Travel Counsellors and Prestbury Worldwide Resorts.