2025 CHIEF Awards Celebrate Innovation and Excellence Across Caribbean Hospitality Industry

The Caribbean Hotel and Tourism Association (CHTA) unveiled its 2025 Caribbean Hotel Industry Exchange Forum (CHIEF) Awards winners at the opening of its annual conference in Barbados, November 16-18, 2025. This prestigious recognition program honors outstanding achievements in Caribbean hospitality, spotlighting properties and organizations that exemplify leadership, innovation, and purpose-driven practices across the region.

Representing 12 Caribbean destinations, this year’s winners and finalists showcased the depth and diversity of Caribbean hospitality excellence. The awards recognize achievements across five competitive categories that reflect the industry’s most pressing priorities and opportunities for growth.

Environmental Sustainability Winner: Curtain Bluff Sets the Standard

Curtain Bluff in Antigua claimed top honors in the Environmental Sustainability category, earning recognition for its comprehensive, long-term commitment to ecological stewardship. The resort’s achievement is particularly noteworthy given its decade-plus verification through Green Globe Platinum Certification—a distinction awarded only to properties maintaining continuous certification for 10 consecutive years.

The resort has pioneered water management in the region, producing its own potable water through reverse osmosis systems and utilizing grey water for irrigation. This approach ensures the property does not draw from municipal water supplies, a critical consideration in Caribbean destinations facing water scarcity challenges. Additionally, Curtain Bluff has reduced plastic usage by 40 percent, positioning itself as a regional leader in combating plastic pollution.

These initiatives extend beyond environmental metrics to include deep community engagement through the Old Road Fund, established in 1974. The fund has raised over three million dollars to support education, healthcare, and community programs in the nearby Old Road Village, where more than 80 percent of the resort’s staff resides.

People Development: Half Moon’s Employee-Centered Approach

Half Moon in Jamaica earned recognition in the People (Staff) Development and Support category for its comprehensive employee wellness and training programs. The resort, which holds Jamaica’s only Forbes Four-Star rating, has built its reputation on service excellence supported by robust staff development initiatives.

The property’s approach includes dedicated wellness programs, technology-enhanced training platforms, and comprehensive professional development opportunities. These initiatives support multi-generational employment, with many staff members representing families who have worked at Half Moon for decades. The resort’s commitment to its team reflects a broader Caribbean hospitality tradition of creating meaningful, long-term employment opportunities that strengthen local communities.

Half Moon’s 400-acre property features extensive amenities including the Caribbean’s largest spa, an 18-hole championship golf course, and award-winning dining venues. Maintaining service standards across such diverse offerings requires sustained investment in staff training and development—a commitment that the CHIEF Awards committee recognized as exemplary.

Marketing Innovation: Boardwalk Hotel’s “Slow Summer” Campaign

The Innovative Sales and Marketing award went to Boardwalk Hotel Aruba for its creative “Slow Summer” campaign, which reimagined the traditionally quiet low season as an opportunity for mindful, regenerative travel. Rather than competing on price alone, the campaign positioned summer as a premium experience centered on wellness and slow-living principles.

This strategic repositioning resulted in increased occupancy rates during typically slower months while strengthening community partnerships and guest engagement. The campaign demonstrated how Caribbean properties can differentiate themselves through storytelling that resonates with emerging traveler preferences for meaningful, sustainable experiences.

Social Responsibility: Rockhouse Foundation’s Transformative Impact

The Rockhouse Foundation in Jamaica received the Social Responsibility award for its extraordinary investment of more than 11 million US dollars in education and community development. The foundation’s work focuses on rebuilding public schools, developing inclusive education programs, and strengthening community infrastructure across Westmoreland Parish.

This recognition highlights the hospitality industry’s potential to drive meaningful social change beyond direct economic impacts. The foundation’s initiatives create lasting benefits for local communities, addressing educational gaps and creating opportunities for young people in regions that depend on tourism for economic stability.

Technology Transformation: Bolongo Bay’s Direct Booking Strategy

Bolongo Bay Beach Resort in the US Virgin Islands won the Tech Transformation category for successfully reversing its dependence on online travel agencies (OTAs) through strategic technology implementation. The resort developed streamlined digital tools, responsive communication systems, and guest-centric online engagement that drove bookings directly through its own channels.

This achievement addresses one of the industry’s most pressing challenges: balancing online visibility with maintaining control over guest relationships and reducing commission costs. Bolongo Bay’s success demonstrates how Caribbean properties can compete effectively in the digital marketplace while building direct customer relationships.

Industry Leadership During Climate Challenges

CHTA President Sanovnik Destang emphasized the awards’ significance during a period of climate-related challenges facing Caribbean communities. “These best practices remind us that sustainable, inclusive tourism is not just our future, it’s our responsibility,” Destang stated, referencing the impact of Hurricane Melissa on Jamaica and other recent climate events affecting the region.

The 2025 CHIEF Awards arrive as Caribbean hospitality faces mounting pressure to balance tourism growth with environmental protection and community well-being. Winners demonstrated that excellence in hospitality extends beyond guest services to encompass environmental stewardship, community investment, and sustainable business practices.

Setting Standards for Regional Excellence

The 2025 CHIEF Awards winners represent best-in-class examples of how Caribbean hospitality businesses can balance profitability with purpose. From Curtain Bluff’s decade-long environmental commitment to Rockhouse Foundation’s multimillion-dollar community investment, these honorees demonstrate that exceptional hospitality encompasses environmental responsibility, social consciousness, and business innovation.

As the Caribbean tourism sector continues evolving to meet changing traveler expectations and environmental imperatives, these award winners provide blueprints for success that other properties throughout the region can adapt and implement. Their achievements confirm that Caribbean hospitality can lead globally in sustainable tourism while maintaining the warmth, service excellence, and cultural authenticity that defines the region’s appeal.

The recognition comes at a critical juncture for Caribbean tourism, as destinations balance recovery from recent hurricanes, adapt to climate change realities, and respond to travelers’ growing emphasis on sustainable and meaningful travel experiences. The 2025 CHIEF Awards winners prove that these challenges can catalyze innovation rather than limitation, positioning the Caribbean as a leader in the future of responsible hospitality.

Photos by: The Caribbean Hotel and Tourism Association (CHTA)

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