JHTA hopeful high airfares won't dampen expected strong winter season

 

 

The Jamaica Hotel and Tourist Association (JHTA) is anticipating a strong winter season, but it is concerned that the high cost of airfares could put a damper on expectations.

 

JHTA President O'Brian Heron says this is linked to the upward movement in the price of jet fuel since the US and Israel launched attacks on Iran.

 

Mr. Heron says hoteliers are reporting that bookings for the season have been healthy.

 

"It is something we are monitoring extremely closely. We're in constant communication with the Minister of Tourism, as well as other government stakeholders, about conversations that we need to be having with airlines as well, so that we ensure that from a load factor perspective, impacting arrival experience and perspective, that there is really no compromise. Hotels are ramping up advertising. There are a number of radio remotes, international media that have also been invited into the country to help to boost the whole message around Jamaica being open and ready for business. And we're hoping that with all of those efforts coming together, we'll be able to see the numbers being even more strengthened as we go into 2027," he noted. 

 

The winter tourist season in Jamaica runs from December 15 to April 15.

 

Travel search engine, KAYAK, reported last month that flight prices to selected destinations from the UK, including Montego Bay, have fallen for Christmas and New Year travel, with average return flights down up to 39 per cent compared to last year.

 

US destinations lead KAYAK's flight price drop rankings with average returns from the UK to Atlanta down 39 per cent year-on-year, followed by Washington DC (-27 per cent) and Los Angeles (-20 per cent). 

 

Select Caribbean fares are also down, including Kingston a 21 per cent decline, and Montego Bay, down by 18 per cent.  

 

In the meantime, the hotel sector continues to rebound from the passage of Hurricane Melissa a year ago, with 92 per cent of properties now open to visitors.

 

The JHTA president said approximately 35,000 rooms are available for occupancy.

 

He said more hotel rooms will be ready for the winter season over the next two months. 

 

"By November to December of this year, we have another 2,000 hotel rooms that will come back on stream, and that's going to bring employment back to around 3,000 employees. And the balance, the remaining was at about 8 per cent of hotels that are closed. And I think by the time we get to Q1 of 2027, we'll be left with just about 5 per cent which will be left to open their doors. So we understand that what we do matters to the economy, and we've been very, very focused and strident with everything that is happening around us, to get our hotel rooms back into full commission," said Mr. Heron.