The Sales team at Discover Puerto Rico, led by Chief Sales Officer Ed Carey, recently held the quarterly meeting of the Sales and Revenue Advisory Board (SRAB) for the XX quarter of Fiscal Year 2025–2026. The meeting brought together nearly 55 partners from the hotel industry, representing approximately 20 hotels, including properties located from San Juan to Fajardo, as well as accommodations in Palmas del Mar and Ponce.
Successful Sales and Revenue Advisory Board Meeting at Discover Puerto Rico
The primary objective of the meeting was to review the destination’s most recent performance data alongside sales directors, marketing leaders, and revenue managers, discuss strategies, and define action plans focused on protecting Puerto Rico’s competitive advantages and continuing to drive growth. All analysis was grounded in market data and trends.
Among the key findings, it was highlighted that demand for Puerto Rico as a destination remains solid despite market uncertainty driven by geopolitical factors and rising costs. Discover Puerto Rico’s data shows that during the first six months of 2025, demand was lower compared to the same period the previous year. However, a clear recovery is evident in the second half of the year, with demand levels already surpassing those of the prior year.
This trend is particularly significant considering that many destinations in the continental United States have yet to fully recover to pre-pandemic 2019 levels. Puerto Rico, by contrast, achieved that recovery approximately three years ago and has continued to outperform those benchmarks.
The analysis also reaffirmed that approximately 90% of the destination’s demand originates from the United States. During the meeting, maps were presented illustrating the top 10 demand-generating states, as well as the markets where demand converts most quickly. One example is California, which ranks among the top states for room nights requested but shows lower conversion due to limited connectivity from the West Coast compared to markets in the eastern United States.
The meeting enabled sales teams to align their efforts toward markets with the highest conversion potential, reinforcing the need to act with agility and flexibility in a highly competitive environment.
As part of the agenda, representatives from Cvent—the leading digital platform used by event planners to search for destinations and submit requests for proposals (RFPs)—participated in the session. Cvent highlighted that nearly 60% of confirmed business is awarded to one of the first three destinations to respond, underscoring the importance of speed and flexibility in responses, as well as attention to key factors such as pricing and safety.
Additionally, two initiatives from the Destination Experience team were presented: the Destination VIP Access Program and the Service Excellence Recognition Program. Both initiatives are designed to generate greater local economic impact, encourage longer stays, and provide visibility to small and medium-sized businesses.
The impact of the meeting was immediate. At least three hotels reported plans to reorganize their sales team deployment following the insights shared, demonstrating the value of a shared strategic vision to protect and grow destination demand during times of uncertainty.