Petra Roach Talks Barbados, All-Inclusive Demand, and the Growth of Immersive Travel
2025 seems to be the year that experiential travel has fully recovered — and now demand is surging as travelers want to get out and explore.
Many hospitality representatives are seeing a comeback in several niche markets, from all-inclusive to family travel.
And Petra Roach, the new director of sales and marketing at the Wyndham Grand Barbados Sam Lords Castle All Inclusive Resort, is seeing all of it.
Roach, the former CEO of the Grenada Tourism Authority and Head of Global Sales and CEO for Barbados Tourism, said her hotel specializes in offering guests immersive experiences since that seems to be a top priority as of late.
Here’s what she said about that, the hotel’s’ relationship with travel advisors, and more.
What are today’s Barbados travelers looking for? And how does that relate to what Wyndham Grand Barbados offers its guests?
Today’s traveler is driven by purpose, and personalization. They’re seeking space, wellness, and culinary discovery — a chance to exhale, to reconnect with themselves, and to experience local flavors in an elevated way.
They want to experience the destination fully, not just look at it from behind a resort wall. That’s why Wyndham Grand Barbados has leaned into experiential travel — from cliffside yoga and rum-blending sessions to island-inspired dining that celebrates Barbadian ingredients and artistry.
It’s about offering guests a sense of being a part of our family, not just a beautiful backdrop.
What are the hottest or most buzzed-about types of accommodations in Barbados, and how does the Wyndham Grand Barbados meet those demands?
Travelers today are looking for more than just luxury — they want distinctive design, authentic connection, and meaningful experiences.
The buzz is around high-design resorts with personality, wellness-focused stays, and properties that offer a genuine sense of place rather than a sense of sameness.
Wyndham Grand Barbados Sam Lord’s Castle captures all of that beautifully. It combines heritage and storytelling — the legendary castle site reimagined — with a modern, sophisticated all-inclusive concept that brings together culinary excellence, wellness, and culture.
Every touchpoint, from architecture to amenities, is designed to evoke both awe and authenticity, creating a product that stands out in Barbados and across the Caribbean.
What is Wyndham Grand Barbados doing for travel advisors? Are there any new initiatives, programs, or incentives?
We’ve always believed that travel advisors are our greatest storytellers — they are the bridge between the dream and the destination.
At Wyndham Grand Barbados, we’ve created a dedicated travel agents training program to give advisors access to personalized service, and booking support.
We’re also hosting familiarization trips in partnership with Barbados Tourism Marketing Inc., enhanced by bonus commissions, complimentary nights, and special rates for advisors and trade partners.
We want them to experience the product first-hand because nothing replaces the authenticity of speaking from experience.
We also leverage Wyndham Rewards, which gives them another layer of value to offer to their clients.
How important is the travel advisor to Wyndham Barbados’s tourism success, and how do you work with them?
They’re absolutely vital — the heartbeat of our success. Advisors are not just booking rooms; they’re interpreting dreams and aligning them with the right experience.
We work closely with them through regular training sessions and product updates, joint marketing campaigns with key partners, and exclusive events and familiarization programs that keep them inspired and informed.
In short, we treat them as extensions of our own sales and marketing team — partners in storytelling and our commercial success.
What are the top three client trends you’re seeing in Barbados right now?
Multi-generational and celebration travel — families and friends reuniting to celebrate milestones together.
Extended-stay luxury and remote-work escapes — guests blending leisure with business and staying longer.
Purpose-driven travel — visitors are seeking to engage meaningfully with the community, support sustainability, and connect with local makers and artisans.
Each of these aligns perfectly with what Barbados offers naturally — authentic warmth, safety, and depth of experience — and what Wyndham Grand Barbados delivers daily.
Personally, what has been the main challenge and advantage of moving from leading an entire country’s tourism to focusing on a single hotel?
For me, personal development has always been a priority — I constantly want to challenge myself, learn, and keep growing. I don’t see one role as better than the other; they simply offer different perspectives.
When I was leading a destination, my focus was on the bigger picture — strengthening brand equity, building airlift, and creating the kind of halo effect that uplifted the entire sector.
Now at Wyndham Grand Barbados, I’m applying those same strategic principles, but through a much sharper, more focused lens on my property. It’s about being intentional with the commercial outcomes of a single entity — understanding every lever that drives revenue, guest satisfaction, and long-term sustainability.
What’s exciting is that I can still draw on my destination-level experience to see how a property like ours fits into the broader tourism ecosystem. At the same time, I’m looking beyond sales and marketing to ensure we’re evolving as a product — translating global trends into experiences that feel relevant, fresh, and uniquely Barbadian.
Ultimately, my goal is the same as it’s always been: to make an impact. But now that impact is measured not just in visitor numbers and development of the tourism ecosystem for the destination but rather in the depth and quality of the experience we deliver at Wyndham Grand Barbados every single day.
