Discover the 2025 CHIEF Awards winners, showcasing Caribbean hotels excelling in sustainability, innovation, staff development, social impact, and tech
The Caribbean Hotel and Tourism Association (CHTA) celebrated the region’s top hospitality innovators at the CHIEF Awards, Caribbean Hotel Industry Exchange Forum 2025, held in Barbados from November 16–18. Recognizing leadership, innovation, and best practices, the recognitions highlight hotels and organizations that are redefining Caribbean hospitality with purpose-driven initiatives.
This year’s winners and finalists hailed from 12 destinations, showcasing the depth, diversity, and forward-thinking strategies shaping the region’s hotel industry. Awards were presented across five competitive categories: Environmental Sustainability, People Development, Innovative Sales and Marketing, Social Responsibility, and Tech Transformation.
Environmental Sustainability: Curtain Bluff, Antigua
Curtain Bluff took home top honors for its holistic approach to sustainability. With more than a decade of verified progress, Curtain Bluff’s practices include:
- Advanced water management and energy-efficient systems
- Comprehensive waste reduction programs
- Deep community engagement initiatives
Their efforts are backed by Green Globe Platinum Certification, highlighting Curtain Bluff as a model for environmentally responsible Caribbean tourism.
People (Staff) Development and Support: Half Moon, Jamaica
Half Moon in Jamaica was recognized for putting its people first. The resort’s employee-focused strategies include:
- Wellness programs promoting physical and mental health
- Technology-enhanced training platforms
- Continuous learning opportunities supporting luxury service standards
This commitment ensures that staff development aligns with the resort’s Forbes-rated excellence, creating an empowered, guest-focused workforce.
Recommendation: Travelers can enjoy a consistently elevated service experience, reflecting the resort’s investment in its employees.
Innovative Sales and Marketing: Boardwalk Hotel Aruba
Boardwalk Hotel Aruba impressed judges with its “Slow Summer” campaign, turning the low season into a wellness-focused, regenerative travel experience. Key outcomes include:
- Boosted occupancy rates
- Engaged community partnerships
- Storytelling that emphasizes mindful, slow-living travel
This approach demonstrates how creative marketing can transform seasonal challenges into meaningful guest experiences.
Social Responsibility: Rockhouse Foundation, Jamaica
The Rockhouse Foundation earned recognition for its US$11 million investment in community development across Westmoreland Parish. Initiatives include:
- Rebuilding public schools
- Developing inclusive education programs
- Strengthening local community projects
By linking hospitality to social impact, Rockhouse Foundation sets a benchmark for responsible tourism that benefits local communities.
Tech Transformation: Bolongo Bay Beach Resort, USVI
Bolongo Bay Beach Resort demonstrated a successful technology-driven shift that enhanced guest engagement and operational efficiency. Highlights include:
- Streamlined digital booking tools
- Direct booking strategies reducing OTA reliance
- Guest-centric online communication platforms
This tech-forward approach showcases how small and medium-sized resorts can adapt digital innovation to improve revenue and guest satisfaction.
CHTA Perspective
“As always, the CHIEF Awards shine a light on the creativity, innovation, and heart that define Caribbean hospitality,” said CHTA President Sanovnik Destang. He emphasized that sustainable, inclusive tourism is not just the future—it’s a responsibility, especially as communities face climate-related challenges, such as Jamaica’s recovery from Hurricane Melissa.
At a Glance: CHIEF Awards 2025
- Event: Caribbean Hotel Industry Exchange Forum (CHIEF) Awards
- Dates: November 16–18, 2025
- Location: Barbados
- Award Categories:
- Environmental Sustainability – Curtain Bluff, Antigua
- People Development & Support – Half Moon, Jamaica
- Innovative Sales & Marketing – Boardwalk Hotel Aruba
- Social Responsibility – Rockhouse Foundation, Jamaica
- Tech Transformation – Bolongo Bay Beach Resort, USVI
- Highlights: Recognizing 12 destinations, with a focus on innovation, community impact, and sustainable tourism
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