As the global travel landscape continues to shift in the wake of the post-COVID era, tourism destinations are under increasing pressure to not only deliver exceptional service but also to ensure sustainability, brand consistency, and competitive advantage.

Recognising that frontline staff are the face of the industry, Princess Hotels and Resorts Jamaica has become the first local luxury resort to adopt the transformative PULSE Experience Ambassador Training programme, a strategic initiative designed to equip tourism workers with the tools to represent both their company’s values, brand and Destination Jamaica with distinction.

Developed by Khadine Daley, CEO of KHADZ Communications and a 24-year veteran in the hospitality industry, the PULSE ( Pride, Understanding, Leadership, Service and Sustainability, Excellence in Execution) Experience responds directly to the changing dynamics of travel and tourism.

It recognises that post-pandemic travellers are seeking deeper connection, authenticity, and memorable experiences, and that today’s workforce must be ready to meet those demands with passion, professionalism, and purpose.

“Sustainable tourism starts with sustainable people,” said Khadine Daley.

“If we want Jamaica to remain globally competitive, we must invest in the people who shape the guest experience. The P.U.L.S.E Experience is not just about training. It is a movement that is a strategic necessity. It empowers frontline staff to deliver more than service; it teaches them how to own their role as brand ambassadors for their company and the country.”

The PULSE Ambassador Programme is a three-day immersive training experience built on the core pillars of human connection, vibrancy and rhythm, resilience and adaptability, brand ambassadorship, life and energy.

“These pillars represent the heartbeat of Jamaican hospitality and the qualities that today’s global traveller craves,” noted Daley.

As Princess Hotels and Resorts Jamaica continues to define itself as a premier luxury resort since its official opening last November, its commitment to workforce development signals a forward-thinking approach to luxury tourism that is grounded in authenticity, excellence, and strategic human capital investment.

Through this partnership with KHADZCOMM, the resort is certifying its first 100 team members as tourism ambassadors, giving them the skills to engage with modern travellers, elevate the brand reputation, and reinforce Jamaica’s appeal as a world-class destination.

Importantly, the PULSE Experience is not exclusive to Princess Resorts. The programme is open to tourism stakeholders across the industry, including hotels, attractions, restaurants, and transportation services, as Jamaica seeks to build a nationally aligned, excellence-driven tourism workforce.

By positioning people at the centre of the experience, the PULSE Experience Ambassador Training Programme stands as a model for sustainable tourism development, ensuring Jamaica continues to stand out in an increasingly competitive global market.