Turquoise waters, powdery sand, warm sun – there’s no question that staging business events in the Caribbean elevates the attendee experience while drawing delegates. Planning a meeting in this region does require some know-how and more advance preparation than domestic options, but the diverse topography, exceptional dining and a wealth of outdoor and cultural experiences make the task well worth it.
Whether you’re seeking a warm-weather destination for a corporate retreat, sales meeting or incentive travel reward, the Caribbean offers high-level venues and service plus warm hospitality against a stunning backdrop of sea and mountain views. Here’s how planners can capture the magic of these islands so their guests can soak up this exceptional part of the world.
Experience the extraordinary
So many things set the Caribbean, particularly Aruba, apart as a meeting destination, says Atlanta-based Jessica Piechota, account manager at Extu (formerly Incentive Solutions).
“The weather is unbeatable, with year-round warm climates that make it especially desirable for those of us with clients in the Northeast looking to escape the cold in the winter months,” says Piechota. "There’s also a sense of familiarity with U.S. culture which I think feels safe for those who aren’t as well traveled.”
North Americans who live inland are drawn to the area’s pristine shores, adds Hal Davis, national sales director for the Aruba Convention Bureau in Jacksonville, Fla. “Beaches always ranks high on the list as a travel priority for attendees, and if it's important to the attendees, it's important for planners,” says Davis.
“When it's really cold, the Caribbean's nice and warm and waiting. It's always a top destination pick for meeting planners.” For those focused on boosting attendance numbers, it's easy to generate buzz when you invite people to the Caribbean, where guests are guaranteed an authentic cultural experience, he adds.
“You have so many influences throughout the Caribbean. For example, Aruba's a Dutch island, while in the Bahamas or Bermuda, you’ll have a very English influence. And then you have French influence in St. Martin, so there's a lot of diversity to choose from in the Caribbean. That's a big allure,” he says.
Improved accessibility
Because airlift is always top of mind – especially when arranging logistics for delegates coming from across the country or internationally – planners should choose islands with plenty of direct flights from various hubs.
“It's now pretty easy to get to the Caribbean,” notes Davis. “You're typically looking at about a five-hour flight or less, versus going to Europe or some other longer haul places that can be much more expensive."
With most time zones aligned to the U.S., along with many daily flights and connections from major cities across North America, transporting attendees to the Caribbean has become more affordable and simpler.
Exceptional hotels and meeting facilities
While planners may have worried years ago that the infrastructure, lodging and meeting space options weren’t up to snuff, that has changed, says Davis.
“Even for super large events, the Caribbean has options ... because there are all types of facilities,” he says.
More Caribbean properties have onsite conference facilities so attendees don’t need to shuttle back and forth from the hotel to a convention center, and there are a range of rooms at various price points so planners can stretch their event budgets further. Hosting parts of your program outside against a breathtaking island backdrop can save on décor cost, and because the Caribbean is home to a wide array of all-inclusive resorts that include meals, taxes and gratuities, planners can count on one price and no surprises.
Unforgettable outdoor activities
One of the main draws to hosting business events in the Caribbean involves planning beachfront adventures designed to wow even the most been-there, done-that crowd. From chartered snorkeling excursions, championship golf and coastal team-building activities to sunset catamaran cruises and guided moonlight hikes through lush landscapes, guests can soak up the sun while making memories.
Lean on your DMC
The best meetings happen with collaborative partners, and DMCs at your chosen destination can help planners navigate everything from ground transportation to finding the best restaurant buy-outs for groups. Local Caribbean DMCs are invaluable resources for sourcing the perfect venues and suppliers and scouting out the best deals on the island. Tap into this service to find out which shuttle company has the most modern fleet, where you can book a mixology class for your delegates or how to set up authentic gifting experiences.
A sense of place with curated experiences
Getting attendees to commit to a business event becomes easier when you can focus on authentic culinary and cultural experiences they won’t find anywhere else. Thanks to the Caribbean’s diversity, groups can easily be immersed in island food, cocktails and local excitement. From bespoke cooking classes or sunrise paddleboard yoga to lively music festivals, there’s something for everyone. Planners can also feel free to leave chunks of downtime so delegates can explore the region on their own or in smaller groups.
Heading to a high-value destination can be a slam-dunk for event planners. By incorporating local culture, cuisine and outdoor fun, your next Caribbean meeting will be memorable and impactful.
7 Reasons Why Aruba Is Great for Meetings
From annual sales meetings to intimate VIP retreats, Aruba offers unparalleled options for lodging, meeting and function space, and world-class restaurants. Here are seven reasons to bring your group here.
Easy, breezy airlift
With multiple direct flights and convenient connections throughout the U.S., Canada and Europe, your group won’t arrive frazzled and exhausted. American travelers can even pre-clear U.S. Customs and Immigration at Aruba’s Queen Beatrix International Airport, saving time and hassle. Plus, transfer times from the airport are no more than 30 minutes.
A tropical location
Planners looking to book events during the shoulder season can rest easy knowing Aruba is one of the only Caribbean islands that's outside the hurricane belt.
“We also have the trade winds – nature's air conditioning – so you can do events outside and it’s not too hot or muggy. And because we're a desert island, we don't get much rain – less than 20 inches of rainfall per year – so the chances of having to move your event inside are low,” says Hal Davis, national sales director for the Aruba Convention Bureau.
Three islands in one
Eight-five per cent of Aruba’s economy is tourism-based, so the island has hospitality in its DNA. It also offers several distinct experiences, notes Davis.
"On the west side of the island, you get offshore trade winds blowing east-to-west, and that's where all the white sand beaches and palm trees are, but no large waves or seaweed. The backside of the island is east facing, with strong onshore wind, huge waves, and spectacular rocky coastline perfect for land activities like Jeep or ATV tours or horseback riding. There are lots of unique cultural stops along the way so groups can learn about the history of Aruba. Finally, the center of the island is desert-like, where we have our PGA golf course on Tierra del Sol,” he continues.
Top hotel brands in a safe environment
Aruba has the most repeat visitors in the entire Caribbean, and a big reason is feeling safe in a beautiful, diverse destination where locals can communicate with guests in multiple languages. Planners can opt for eclectic boutique hotels, luxury resorts or all-inclusive properties across Aruba – all offering exquisite service, trained special-event staff and dining options for groups.
“We have 14 large hotels – half of those for high-end MICE meetings,” says Davis, adding there are many new builds on the way. “St. Regis and Iberostar both open later this year and all our major hotels are always improving: The Hilton is adding a new tower and doing a complete renovation; the Hyatt recently added an adult pool area and have also undergone renovation. Properties stay fresh and new because there's always such a large demand for Aruba.”
At a recent fam event hosted at the Renaissance Wind Creek Aruba Resort, 12 North American planners were inspired by all the group options available here.
“I really noticed the expansion of new hotel brands; Aruba is really upping their infrastructure game with new luxury properties and constant renovations of their existing properties,” says Extu account manager Jessica Piechota.
“If your clients want nightlife, food, and constant entertainment, the high-rise area might be your best bet. If you want something with incredible beaches, the properties on Eagle Beach are right in the middle of the island for ease of travel. And the cruise port area is great for groups who need large conference spaces, great restaurants and shopping options,” she says.
Foodie's paradise
“We’re a small island – roughly 18 miles long by less than 10 miles wide – but we have over 100 restaurants. Dine-arounds are amazing with group events, and it really lets people get out onto the island and feel the charm of Aruba,” Davis says.
Aruba boasts more than 90 nationalities, so its rich culinary scene incorporates many delectable flavor profiles and gourmet fare. From casual open-air eateries where your group can tuck into fresh-caught fish to award-winning fine-dining establishments, the island serves up memorable meals for groups.
Diverse activities from desert to beach
“We experienced breakfast in the national park, which was really special and exclusive; it was an incredible backdrop,” says Piechota. “A tour of the park and the island is also a must-do – I will be incorporating this into one of our excursions. I really enjoyed the 'rally' as a way to gamify the tour and enhance engagement. And I thought Pepe Margo and Papiamento were beautiful venues for off-sites.”
Local expertise for smooth sailing
Piechota suggests planners reach out to the Aruba Convention Bureau to learn about value-added tax incentive and cash-back programs geared towards meetings and corporate events. "I enjoy the incentives they give to planners which in turn helps us sell our customers on the destination,” she says.
Piechota also says she appreciates being able to leverage Aruba’s CVB team. “From giving hotel recommendations based on the customer profile, to DMC referrals, to being experts on the island, they’re amazing."
“Aruba’s getting a lot of buzz from our clients right now with the US putting heightened security risks on other Caribbean islands. The CVB does a great job promoting the island,” she says.
Start planning
For more information on how to hold a successful meeting in Aruba:
Aruba Convention Bureau: ArubaConventionBureau.com
Hal Davis, National Sales Director, Aruba Convention Bureau: [email protected]
Dana Pederson, National Sales Director, Aruba, Convention Bureau: [email protected]