Turks and Caicos Luxury Booking Surge Reflects Caribbean Tourism Upswing

As vice president of marketing and brand development for the Hartling Group, Karen Whitt oversees the iconic Turks and Caicos luxury properties The Sands at Grace Bay, The Palms and The Shore Club.

But her influence extends far beyond the management of those esteemed resorts. A 20-year Caribbean resident, Whitt served as president of the Turks and Caicos Hotel and Tourism Association (TCHTA) from 2008 to 2013. She remains a board member of the organization.

In 2014, Whitt was elected third vice president of the Caribbean Hotel and Tourism Association (CHTA). She has been named “Hotelier of the Year” in the Turks & Caicos. 

Karen Whitt (Photo Credit: Karen Whitt)

We spoke recently with Whitt to discuss her company’s properties and tourism activity in the Turks and Caicos and the Caribbean.

TP: What’s the latest at the Shore Club? It’s an iconic Caribbean property; was 2023 successful in terms of occupancy and activity and what are your expectations for 2024?

KW: The Shore Club has remained a treasured resort since opening in 2017 and we’ve continued to be ranked at the top alongside the ever-growing hospitality landscape in the Caribbean.

Our respective teams have the opportunity to be creative in identifying ways to consistently evolve our amenities to meet the demand of today’s luxury traveler.

As of most recent, the property’s spa manager, Saroj Barthwal, introduced neo-lifting non-invasive facials, a groundbreaking move as the first in the Caribbean to offer these transformative treatments at both Dune Spa and our esteemed sister property, The Palms Turks and Caicos’ award-winning spa.

TP: How did the Hartling properties perform in 2023?

KW: Reflecting on 2023, our resort sustained high occupancy levels throughout the year, signaling the continued diminishing of the Caribbean shoulder season, which we first saw in 2022. Travelers are continuing to seek a blend of relaxation and destination-driven experiences, showcasing a growing appetite for both rejuvenation and cultural immersion during their stays.

TP: Are the Hartling Group resorts working with the Turks and Caicos government to market the destination and if yes, how so?

KW: We maintain a very strong relationship with the Turks and Caicos government and collaborate on their efforts to promote the island as “the” destination in the Caribbean to visit.

With growing flight routes, including Virgin Atlantic’s new London flight, and upcoming direct options from cities such as Orlando and Minneapolis, the island continues to grow its reach and accessibility to new and exciting destinations.

In addition to fostering our existing relationship with the government, the launch of the new destination management organization entity has sparked widespread excitement across the island. We are looking forward to continuing our role as a strong partner and collaborating towards the island's positive growth.

TP: Were resort ADRs and occupancy levels up overall in 2023?

KW: In 2023 we saw an increase in occupancy levels and ADR, [and] continued growth in the traditional shoulder season for Caribbean travel. During historically slower summer months, we now maintain a steady occupancy. We first noticed this trend following the pandemic, though this has maintained its course through last year, and is what we are determining to continue into 2024.

TP: How would you characterize hotel activity in the archipelago in 2023 and what are your expectations for 2024?

KW: I would characterize the hotel activity across the various islands as experiencing significant growth and expansion on an ongoing basis, especially in the last 10 years.

Through this continual growth, notable big-name brands have established themselves on Turks and Caicos, though this has been approached very intentionally and purposefully as to not disrupt the natural allure and charm of the islands.

TP: How do you view the immediate future?

KW: This ongoing [tourism] activity provides opportunities for existing resorts, such as The Shore Club, to not only grow their brand recognition, but continue to identify their own areas of expansion.

For The Shore Club, this will include the eventual expansion of the ever-popular Estate Villas in order to meet the demand for these types of accommodations. The villa market in general has maintained really strong interest amongst developers and investors all over the world, who continue to gravitate towards the Turks and Caicos private villa market segment.

TP: Do you believe Turks and Caicos tourism is headed for a positive year in 2024?

KW: With the current booking trends observed across all three of our resorts, we do anticipate robust tourism in the Turks and Caicos continuing through 2024. This optimism is fueled by the introduction of new gateway cities into the island, alongside evolving patterns in travel bookings.

There’s been a notable shift throughout the region to shorter booking windows as travelers have been seeking more last-minute getaways, and the continued trend of ‘bucket list travel’ where visitors are no longer waiting to book their dream vacations, has had a positive impact on a destination such as Turks and Caicos.

The diminishing shoulder season previously mentioned is another encouraging factor, ensuring a more consistent flow of tourism throughout the entire year, transcending traditional peak seasons. This overall landscape bodes well for the sustained strength of tourism in the Turks and Caicos Islands.

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