Catching up with Petra Roach, Director of Sales and Marketing, Wyndham Grand Barbados.
With decades of experience in Caribbean tourism leadership, Petra Roach has a keen perspective on MICE trends in the region. She recently began a new position as Director of Sales and Marketing at the iconic Wyndham Grand Barbados Sam Lord’s Castle—a long-time favorite for groups, with 422 guest rooms and the largest ballroom on the island. Prevue caught up with Roach to ask about her take on group trends and on what might surprise planners about meeting in Barbados.
Prevue: What are you most excited about in your new position?
Roach: What I’m most excited about in this new role is the opportunity to embed a sense of purpose into every layer of what we do. Beyond the traditional KPIs of occupancy and revenue, I’m deeply focused on how we can integrate sustainability into the very core of our offerings, creating experiences that are not only luxurious but responsible. I want our team members to feel personally invested in this evolution, empowered to contribute ideas and actions that make a tangible difference. Equally, I’m excited about scripting a richer narrative around travel—one where every guest leaves not just refreshed, but inspired. Travel has the unique power to break down barriers, foster empathy, and cultivate a deeper understanding of people and places. Our goal at Wyndham Grand Barbados is to ensure that every guest experience touches that deeper purpose, while also supporting the local community and preserving the authenticity of our destination.
Prevue: Speaking of sustainability, have you seen a growing trend of CSR activities at meetings?
Roach: Yes, we’ve seen a sharp increase in planners requesting opportunities for their attendees to give back and connect with the local culture in an enriching way. These experiences are becoming expected, especially by purpose-driven organizations seeking authentic, culturally immersive moments that align with their values.
Prevue: What are some examples of CSR initiatives at Wyndham Grand Barbados?
Roach: One of our most impactful initiatives involves partnering with nearby schools. We have adopted Bayleys Primary School and supported their student‑tended garden. Also, we partnered with The Lodge School Key Club to organize a beach clean-up and donated canned goods and other supplies to the HIV Food Bank during Love Safely Month.
Prevue: What are some culturally immersive experiences for groups on site?
Roach: The Lime is a vibrant celebration of Barbadian culture that brings the iconic spirit of Oistins fish market right to the heart of the resort. Held every Monday, this event immerses attendees in the sights, sounds and flavors of the island with authentic Bajan cuisine like Split Pea Rice, Baked Macaroni Pie and Ham and Fish Cutters. The atmosphere comes alive with the rhythms of local music and the vibrant energy of local artisans and vendors. More than just an evening of entertainment, The Lime supports local small businesses and creatives and provides attendees with an opportunity to engage meaningfully with the community.
We also source fresh produce and poultry from nearby farms and are currently developing an on-site herb garden. Groups can discover Barbados’ rum heritage at rum tastings with storytelling, and relax by the ocean with our Beach Experience + Food Truck Delights. And we often kick off a meeting off with a themed welcome beach party featuring a playful pirate motif that pays tribute to the resort’s storied past. To deepen cultural immersion, our expanded complimentary shuttle service provides easy access to iconic local experiences like the Oistins Fish Fry, historic Bridgetown, and Harbour Lights Beach Club, where guests enjoy complimentary loungers and umbrellas. These outings invite groups to explore Barbados’ food, music and community.
Prevue: What might surprise planners about Barbados and the Wyndham Grand?
Roach: Barbados is a true gem for the MICE market because you’re getting a world-class event destination with the warmth and ease of island life. We’ve seen a clear shift in how today’s meeting and event planners evaluate destinations in terms of factoring in geopolitical considerations when selecting future venues. Destinations offering strong air connectivity, simplified visa processes and reliable infrastructure are in increasingly high demand. With direct airlift and island-wide high speed fiber internet, Barbados stands out.
What may genuinely surprise planners is the level of sophistication and scale that Barbados offers. Wyndham Grand Barbados, located at the historic Sam Lord’s Castle, is the island’s largest resort. What makes us stand out is our ability to offer world-class service and technology within an authentic setting. Our event facilities include the stunning Trident Grand Ballroom, renovated in 2023, that can accommodate up to 1,000 guests theatre-style or 700 banquet-style and seamlessly blends modern technology with culturally inspired design. The ballroom features a 34ft x14ft digital video wall for high-impact presentations, alongside chandeliers modeled after the lanterns of Sam Lord, adding a unique storytelling element.
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