MOORESTOWN, N.J. -- The Caribbean Tourism Organization, in conjunction with Performance Media Group, will launch an incentive program for agents called CaribRewards Dec. 15.

The program will track individual travel agent bookings and reward those agents -- who sell a CaribRewards participating property -- with "Agent Miles" that can be redeemed for merchandise, vacations from participating Caribbean suppliers, client gifts and/or gift certificates found at

Mark Murphy, PMG president and CEO, said "CaribRewards is not a booking engine ... [but] an agent loyalty program whose goal is to drive more bookings to the Caribbean by rewarding individual agents for selling participating (or featured) hotels."

Murphy said the program is open to any property that signs up by Nov. 30 for a 12-month period and agrees to the pay formula, which ranges from $15 per three- or four-night booking to $35 for a seven-night booking. In return, the hotel gets data on each agent who sells the featured property and "gains market share against non-participating hotels," Murphy said.

More than 34,000 agents and 25 boutique and chain hotels on 16 islands already are enrolled in the program.

Caribbean countries, which pay a program membership fee from $2,000 to $5,000 based on the number of on-island hotel rooms, have access to the same agent database and will be able to track agent sales down to the reservation number, product sold, wholesaler or booking method used, room nights booked and travel dates.

Hugh Riley, CTO's director of marketing for the Americas, said the "financial commitment for a member country to participate is minimal, while the return is likely to be substantial and the data can be used for targeted marketing initiatives."

For details, visit the Web site at or call (877) 727-0035.

To contact reporter Gay Nagle Myers, send e-mail to [email protected].

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