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In Focus: How travellers are seeking more meaningful ways to explore the Caribbean

Special ReportAug 5, 2025by Charlotte Brook

A rise in island-hopping itineraries and the desire to connect with local culture presents fresh opportunities for the trade

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Few destinations have such enduring appeal as the Caribbean. The region welcomed 34.2 million international visitors in 2024 – surpassing pre‑pandemic levels for the second consecutive year. Its cruise sector is also booming, bringing 33.7 million visitors to the destination last year, a 10.3% increase on 2023. “One thing that remains consistent about the Caribbean is accessibility,”says Paul Cleary, chief executive of Caribtours. “It’s also very politically safe, which is especially appealing for families.” That said, challenges remain. Elegant Resorts reports that high demand from the US – the region’s largest source market – means clients need to plan ahead. “We saw a huge trend in peaks for last-minute bookings, causing issues with [hotel] availability,” says Caroline Beckett, senior product manager for beach and cruise. Meanwhile, Mark Henderson, head of product at Pure Luxury, highlights an increasingly competitive luxury beach holiday market. “Destinations once off limits to a lot of people are becoming more affordable and more attractive, such as the Indian Ocean and Asia,” he says. “As travel sellers, we must showcase the Caribbean’s value and diversity.” Against this backdrop, travel habits are evolving. Clients are venturing beyond the best-known islands to avoid crowds; dining at local restaurants to soak up the culture; and favouring boutique, family-run properties over big-brand resorts. This shift offers agents the chance to reposition the Caribbean not solely as a beach break, but as a rich, varied and meaningful escape.

Trending trips

Barbados, Antigua and Saint Lucia remain firm favourites among British travellers, but increasingly, they’re just the starting point. As clients look to maximise their time and discover uncrowded shores, these well-loved islands serve as launchpads for twin-centre stays and island-hopping itineraries. Mike Taylor, senior product manager at Lusso, says: “The biggest trend we’re seeing is a rise in experiential travel focused on twinning gateway islands such as Antigua, Barbados and Saint Lucia with smaller destinations. We’ve seen growth for St Vincent and the Grenadines, the Turks and Caicos Islands and Anguilla.” Elegant Resorts also reports a “dramatic” rise in demand for less-frequented isles. Bookings for St Vincent and the Grenadines are up more than 120% this year, while Anguilla has surged by 300%. “More clients are willing to take extra flights to pair destinations,” Beckett says. Caribtours echoes this trend. “Grenada now represents 10% of our [Caribbean] bookings, and Bequia in St Vincent and the Grenadines is our sixth-bestselling destination worldwide,” Cleary reveals. “This comes down to the increase in twin-centre itineraries. Our average Caribbean stay is 11 nights, which affords plenty of time to visit multiple destinations.” As well as regional multi-centres, UK travellers are reportedly combining Caribbean escapes with city breaks in Miami or New York, due to increased airlift and accessibility (American Airlines, for example, now serves 35 Caribbean destinations). Henderson says this has proved “extremely popular” for Pure Luxury, more so than island-hopping. Elegant Resorts has also seen an uptick in this trend. “It’s about the power of suggestion,” says Beckett. “Clients don’t always think about the different options available, but sometimes if it’s a little more difficult to get somewhere, the higher the payoff will be.”

Seas the day

For those craving a multi-island experience without the logistics, cruising is growing in popularity. Henderson says demand has been “phenomenal” this year, with the Caribbean accounting for 30% of Pure Luxury sister brand Cruise Plus’s business. The appeal is clear: unpack once and wake up each morning in a new paradise. And there are exciting developments on the horizon. “The next evolution of Caribbean cruising will be the yacht class,” says Henderson. “The Ritz-Carlton is launching its second superyacht in the region, while Four Seasons and Aman are entering the market. These smaller, intimate ships can access ports that big vessels cannot, creating opportunities for new businesses and hotels. They also stay in port longer.” Henderson says cruise and land-based holidays should be seen as “symbiotic”, adding: “Cruise can allow clients to get a glimpse of the destination, which makes them return for a longer holiday.”

Cultural connection

Culture has always been central to the Caribbean’s appeal – and today’s travellers are seeking ways to engage with it more purposefully. Henderson notes that rather than island‑hopping, clients want to stay longer in one destination. With Pure Luxury’s average length of stay rising from 8.8 nights in 2023 to 9.4 nights in 2024, he sees a lucrative opportunity for agents. “If guests stay longer, the hotel is more willing to offer experiences or extras for them,” he says. However, it’s not just about having more time to experience the destination; clients are also shifting their choice of accommodation. Philippa Clarke, product manager at destination management company and wholesaler Hummingbird Travel – which expanded into the Caribbean in 2023 – says demand is rising for smaller, local hotels over big‑brand resorts. “People want to stay at more‑authentic, boutique hotels, which plays into responsible travel trends,” she says. “Many of these properties are family‑owned, so travellers feel like they’re giving back to communities.” Clarke highlights a partnership between Calabash Hotel in Grenada and Bequia Beach Hotel as an example. “It’s a lovely, seamless combination of two family‑run properties that’s booking really well.” Henderson also notes a shift in board basis preferences. Pure Luxury’s bed‑and‑breakfast bookings grew from 18% in 2023 to 22% in 2024, whereas demand for all‑inclusive stays dropped from 77% to 70%, reflecting clients’ desire to dine locally. For Caribtours’ Cleary, that’s where the Caribbean’s magic lies. “Encourage clients to experience properties and restaurants beyond the big‑brand resorts and go where the locals go,” he says. “That’s the real joy of the Caribbean. It’s these enriching experiences that keep them coming back.”

Agents’ views

“We’ve had lots of new enquiries for the Caribbean and repeat clients looking for different islands and hotels. We’ve seen a steady flow of cruise bookings. If clients have previously done a Caribbean cruise, they’re opting for longer stays on their favourite islands. We’ve also had a lot of honeymooners who are looking away from the Maldives and Mauritius.”

Fiona Field, Travel Designed

“People are prioritising quality time and meaningful experiences. We’ve seen a lot of bookings for milestone celebrations. They don’t want to just fly and flop, and the Caribbean has so much to do, from ziplining and quad biking to hiking waterfalls.”

Kelly Baldwin, Not Just Travel

“The smaller islands are definitely coming out to play again. We recently did a tailor‑made itinerary for a week’s sailing from Antigua with Dream Yacht Charters combined with a 15‑night Explora Journeys cruise from San Juan. The team also booked a twin‑centre with Lusso to Saint Lucia and Grenada, and shortly after we made another £20,000 booking to the same islands.”

Hannah Vincent, Select World Travel