GREAT BAY–According to the St. Maarten Hospitality & Trade Association (SHTA) Advance reservations for the 2025–2026 winter season are tracking steadily compared to last year. In an invited comment from 𝘛𝘩𝘦 𝘗𝘦𝘰𝘱𝘭𝘦𝘴' 𝘛𝘳𝘪𝘣𝘶𝘯𝘦, the SHTA explained that the North American market continues to lead overall demand, while European and regional markets are showing gradual recovery.
Length of stay remains consistent, and properties report sustained interest from repeat guests who continue to view St. Maarten as a preferred Caribbean destination. While the outlook is positive, hotels and resorts are approaching the upcoming season with cautious optimism as inflation and broader global economic factors continue to influence travel spending, particularly from the United States, the island’s primary source market.
The annual capacity update from Princess Juliana International Airport (PJIA) serves as a crucial planning reference for the private sector. Based on the airport’s projections, SHTA members have begun refining staffing schedules, adjusting room rates and availability, and finalizing readiness timelines for the peak tourism period. These operational steps ensure that the hospitality sector remains responsive and prepared as travel demand builds through the final quarter of the year.
SHTA continues to coordinate with hotels, the St. Maarten Tourism Bureau, and local activity providers to synchronize marketing campaigns and event calendars with PJIA’s airlift schedule. These efforts focus on enhancing the visitor experience, promoting local attractions, and strengthening engagement across both sides of the island. Joint promotion of experiences, from culinary events to cultural festivals, remains central to maintaining St. Maarten’s appeal as a vibrant, year-round destination.
Many member properties are investing in upgrades that enhance guest experience and operational efficiency. The use of AI tools is expanding as resorts explore digital solutions to streamline workflows, boost productivity, and better anticipate guest needs.
Earlier this year, SHTA hosted its first AI training session for hospitality professionals, introducing practical applications for automation, communication, and service management. During the off-season, the association also organized customer service training programs for resort staff to reinforce service standards and ensure an even more welcoming and efficient experience for guests this winter.
“Flight capacity, steady bookings, and close collaboration between public and private partners set a positive tone for the season. While external economic pressures remain, confidence across the hospitality sector is high. Visitors can look forward to the warmth, professionalism, and energy that define St. Maarten at its best,” SHTA stated.
𝐒𝐇𝐓𝐀 𝐍𝐞𝐭𝐰𝐨𝐫𝐤𝐢𝐧𝐠 𝐚𝐧𝐝 𝐏𝐉𝐈𝐀’𝐬 “𝐑𝐞𝐞𝐟 𝐭𝐨 𝐑𝐮𝐧𝐰𝐚𝐲” 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧
The St. Maarten Hospitality & Trade Association (SHTA) recently convened more than 100 members of the island’s business and tourism community at SXM Padel for a networking mixer sponsored by CC1. The highlight of the evening was a presentation by Princess Juliana International Airport (PJIA) outlining its winter airlift schedule and 2025–2026 high-season outlook, and introducing the “Reef to Runway” sustainability campaign launched by the Nature Foundation St. Maarten.
The annual PJIA update remains a key fixture on SHTA’s calendar, offering valuable data that helps hotels, activity providers, and marketers align operations with confirmed airline capacity. This coordination plays a vital role in ensuring the private sector is well-prepared for the high season ahead.
The “Reef to Runway” campaign, supported by PJIA and embraced across the business community, seeks to discourage the removal of seashells and corals by visitors, helping to preserve the island’s marine ecosystems and coastal defenses. SHTA emphasized the campaign’s importance, noting that it supports sustainable tourism practices in line with themes promoted during World Tourism Day.
Source: The Peoples Tribune https://tribune-site.webflow.io//articles/steady-bookings-optimism-ahead-of-st-maartens-2025-2026-high-season
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