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Monday,  February 26, 2024 2:29 AM 

JTB to support boutique hotel growth

JTB to support boutique hotel growth

Boutique hotels are becoming increasing popular as travellers request more authentic, local experiences.

Jamaica is famous for its all-inclusive resorts, but there are also many Jamaican-owned boutique hotels and inns that offer the true Jamaican hospitality that keeps visitors coming back for more.

To provide an online marketing and reservation system to create greater visibility and allow guests to make direct bookings at these properties, the Jamaica Tourist Board (JTB) has launched a new website,, which already has nearly 300 participating boutique hotels and small inns.

“Trends in the hospitality industry indicate that travelers are opting for intimate experiences such as those offered by boutique properties,” said Marcia McLaughlin, deputy director - tourism marketing, Jamaica Tourist Board. “Empowering Jamaica’s vibrant small accommodations sector is critical for the destination to maximize the benefits of this growing market and we anticipate this marketing resource will be extremely beneficial.”

The program is in partnership with GuestServe Inc., a Canadian-based provider of online reservations services for businesses of all sizes to engage and improve their online brand presence. The Jamaica Tourist Board is funding the development of the GuestServe platform making it free for property owners to participate. Through this extranet platform, hotels, inns and villas with 100 rooms or less will be able to manage their own content, room inventory, property images, discounts and offerings, in real-time to the consumer.

For more information about Jamaica, visit or contact your local Jamaica Travel Specialist.