Cuba on pause: where travel advisors are sending budget sun-seekers instead

With flights to Cuba suspended, travel advisors across Canada are working quickly to rebook clients and keep the sale. 

Cuba has long been the go-to destination for price-sensitive travellers, and finding a comparable alternative isn't easy.

"Most people that go to Cuba go there because they're price conscious and to get them something that's comparable is really difficult," said Robert Townshend, founder, president and travel consultant at Total Advantage Tours. "Cuba is an island of its own, and the prices there are unmatched."

That reality check is shaping how advisors are having conversations with affected clients and which destinations are absorbing the overflow.

The Dominican Republic leads the pack

Across the board, advisors are pointing to the Dominican Republic as the strongest like-for-like option, particularly for clients prioritizing value in an all-inclusive setting. 

Puerto Plata is emerging as a standout, with La Romana and Samaná also worth considering depending on availability, according to Amra Durakovic, head of PR & communications at Flight Centre Travel Group.

Luis Serrano, a Toronto-based independent contractor with Tripcentral.ca, agrees. 

"The Dominican Republic has really taken the lead for me lately, especially for clients who want strong value in an all-inclusive setting," he said.

Mexico's Riviera Maya is the other major landing spot, though availability is tightening fast. 

"Our Mexico bookings are way up compared to last year, and that's because of two reasons: people aren't going to the U.S., and now people can't go to Cuba," said Townshend. 

Some properties in the Mayan Riviera, Playa del Carmen, and Cancún are already sold out for the season, according to Townshend. 

Durakovic notes that Jamaica has also seen some rebooking activity, while Townshend adds that most Cuba clients aren't looking to stretch their budgets toward more premium island destinations. 

"Nobody is really spending the extra money to go to the more luxury islands like Aruba or Antigua or Barbados," he said. "They want to keep the budget within what they were paying to go to Cuba."

For clients open to something off the beaten path, Serrano has seen interest in Panama and even Nicaragua. 

Durakovic also notes that U.S. markets like Galveston, Texas and Austin are pricing attractively for travellers open to a different style of warm-weather getaway, and Puerto Escondido has generated some interest, though direct airlift remains limited.

Prices are up, but savings are still possible

The hard reality is that Cuba clients will almost certainly pay more, wherever they rebook. Tour operators have already adjusted pricing upward since the cancellations, although there's some space for a deal. 

Air Transat and Transat, for example, have launched a February sale to inspire travellers to plan a sunny getaway. It offers to $1,500 off on select packages to South destinations. 

But travellers who planned to hold off for last-minute bargains may end up disappointed.

"What you thought two weeks ago you would pay for a week in Mexico is now a lot more today," said Townshend.

That said, there are ways to soften the blow. Townshend recommends steering clients away from beachfront properties if location flexibility exists, and toward established resorts rather than newer builds. 

"Look for properties that maybe are a little bit older," he said. "They're still very good, but they've just been there for a while. They'll give you a much better deal than any of the new ones." 

Travelling midweek instead rather than over weekends can also yield meaningful savings. 

"Cuba has traditionally sat at the lower end of the pricing spectrum, so flexibility on departure dates and resort category is key to maintaining similar value in alternative destinations," noted Durakovic.

But the clock is ticking. "Book now," Townshend said. "The prices just keep going up and up and up and up and up."

Saving the sale & the relationship

When it comes to advisors navigating the situation, Serrano recommends a personalized approach to rebooking conversations. "The key has been proactive, honest communication," he said. 

"I explain to clients that the situation is beyond anyone's control and remind them that Cuba will bounce back."

Affected customers are also being automatically refunded by carriers for suspended Cuba flights, which gives advisors a window to act. 

The mission, Durakovic said, is to make sure clients still travel. Even if Cuba is no longer an option.

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