2025 CHIEF Award Winners: A New Era in Caribbean Hospitality

Celebrating the Bright Future of Caribbean Hospitality

The Caribbean Hotel and Tourism Association (CHTA) has officially recognized the outstanding effort within the region's hospitality sector with the announcement of the winners of the 2025 Caribbean Hotel Industry Exchange Forum (CHIEF) Awards. This prestigious ceremony, which took place in Barbados from November 16 to 18, showcases excellence across various categories. The unique initiatives celebrated highlight a focus not merely on aesthetics or profitability, but on purpose-driven values that align with the well-being of communities and our planet.

Commending Pioneering Approaches to Sustainability

Environmental sustainability emerged as a prominent theme throughout this year’s awards. Notably, Curtain Bluff in Antigua claimed the top honors in sustainability for its comprehensive practices that go beyond mere compliance. The resort's efforts include innovative water management systems that alleviate pressure from municipal supplies and a drastic reduction in plastic use by 40%. Through the longstanding Green Globe Platinum Certification, Curtain Bluff illustrates a path forward for other resorts grappling with water scarcity issues, emphasizing that true sustainability necessitates community engagement and evolving industry practices.

Investing in Human Capital: The Heart of Hospitality

The importance of human capital was spotlighted with Half Moon in Jamaica receiving recognition for its commitment to staff development and support. With an employee-focused strategy that includes wellness programs and robust learning platforms, Half Moon not only maintains its luxury service standards but also fosters a culture of growth and belonging within its workforce. Such initiatives serve as a blueprint for other establishments aiming to shift their operational focus from profit margins to human connections.

Redefining Marketing: Innovative Strategies

This year’s Innovative Sales and Marketing award was presented to Boardwalk Hotel Aruba. The hotel redefined its low season as the “Slow Summer” campaign—a narrative shift that attracted visitors during typically quiet months. This approach, which caters to travelers seeking meaningful and regenerative experiences, illustrates a clear understanding of changing consumer preferences while fostering deeper connections with the surrounding community. It remains an insightful reminder that storytelling can significantly enhance brand loyalty and guest engagement.

The Ripple Effect of Social Responsibility

The profound impact of the Rockhouse Foundation in Jamaica earned it the award for Social Responsibility. Investing over US$11 million in rebuilding schools and improving educational access illustrates how corporations in the hospitality industry can enrich community life while simultaneously generating goodwill. The alignment of business objectives with significant social initiatives stands as a testament to the crucial role hospitality entities play in solving local challenges beyond their immediate economic contributions.

Harnessing Technology for Transformation

Bolongo Bay Beach Resort in the US Virgin Islands was awarded for its transformative shift in tech practices that drastically improved its booking processes. By reducing its reliance on online travel agencies (OTAs), Bolongo Bay exemplifies how technological evolution can empower businesses to connect directly with their customers, preserving both capital and relationships. This change responds to industry pressures and mirrors broader trends where direct engagement fosters loyalty and reinforces brand identity.

Responding to Climate Challenges

In the shadow of climate change and its devastating effects on the Caribbean—from Hurricane Melissa’s aftermath to persistent environmental threats—CHTA President Sanovnik Destang emphasized the significance of these awards moments as catalysts for collective resilience. “Sustainable, inclusive tourism is not just our future, it’s our responsibility,” he noted, urging all involved in hospitality to balance tourism's growth with environmental stewardship and community welfare.

Visionaries Leading the Way

The 2025 CHIEF Award winners provide exemplary models of how Caribbean hospitality can successfully intertwine business success with social consciousness, resilience, and ecological commitment. As they position themselves as global leaders in sustainable tourism, their innovative approaches invite the industry to scale new heights of excellence.

As travelers increasingly seek authentic and responsible travel experiences, the principles demonstrated by the CHIEF Award winners open doors to opportunities and insights worth emulating across the hospitality world. The recognition of these establishments reflects a broader narrative of growth, resilience, and unwavering purpose—an inspiring blueprint for aspiring newcomers as well as established companies in the Caribbean and beyond.