Adventure meets strategy: Carabalí’s path to sustainable growth

“Another piece of advice is to make [pricing] decisions based on the nature of your own business. Each business is different, each situation is different.”

Alejandro Díaz
Director of Operations

---

A family legacy turned adventure destination

Nestled between the foothills of El Yunque National Forest and the Atlantic coast, Carabalí Rainforest Adventure Park is one of Puerto Rico’s most celebrated adventure destinations. Family-owned and operated by the Díaz family since 1977, the park spans over 600 acres of lush rainforest, rivers, and coastline.

What began as a ranch offering horseback rides has evolved into a multi-adventure park where guests can enjoy horseback rides through forest and beach, ATV and UTV tours, go-karts, hayrides, and jet ski adventures. With a bilingual and well-trained staff, Carabalí delivers experiences that are both exhilarating and rooted in Puerto Rican culture.

“What makes us special is our guides. They’re bilingual, knowledgeable, and passionate about sharing the history and traditions of Puerto Rico.” -Nicolás Cicuéndez, Marketing Director

Moving from manual processes to digital success

For many years, Carabalí relied on phone calls, printed ads, and destination management companies. Bookings were unpredictable, and the team had little visibility into demand.

That changed in 2016 when they partnered with FareHarbor. The Dashboard, paired with a seamlessly integrated FareHarbor website, brought greater oversight and structure to their availabilities, inventory, and staffing. Combined with built-in analytics, Carabalí was able to gain new valuable insights into where guests were coming from and how far in advance they booked.

“FareHarbor helped us organize operations, structure departures, and manage inventory. It was more than just an online sales tool — it gave us clarity to make better decisions.” -Alejandro Díaz, Director of Operations

Since then, Carabalí has worked to get more online reviews, integrated with our preferred partner Smartwaiver, and used reporting to streamline the guest experience and build a stronger reputation. As a result, walk-ins have dropped from 34% of bookings in 2016 to just 2% in 2025, while online direct sales have become the core of their business — proving that a quality, reliable online presence leads to continuous growth and a more sustainable business model. 

Pricing with purpose

As Carabalí scaled, they developed a pricing strategy designed to reflect the quality of their experiences and protect long-term sustainability.

A few key tactics to note:

• Consistent pricing year-round: Prices remain steady throughout the year, giving travelers confidence that no matter when they book, they’ll receive the same experience. 
• Seasonal reseller rates: Affiliates and resellers are given different rates for high and low seasons to keep prices in line with varying demand.
• Focus on guest perception: The goal is that every guest leaves feeling the cost of the tour or activity was completely worthwhile.

“We work hard to maintain an offer that delivers real value. When clients arrive and have the experience, they feel it was truly worth it.” -Alejandro Díaz

The results: stronger growth, stronger value

By combining FareHarbor’s digital tools with a consistent pricing strategy, Carabalí has achieved measurable growth:

• Affiliate/OTA share of their bookings increased by 11% since adopting FareHarbor, helping to expand their reach through third-party channels while preserving the reputation of their adventures.
• With online bookings becoming more popular, walk-ins and call-ins shrank by 32% (34% → 2%), showing how a clear, transparent online booking flow not only meets modern traveler expectations but also frees staff from managing unpredictable, manual reservations.
• Revenue is trending up year-over-year: March 2025 grew 25% compared to 2024, while July 2025 increased 16%. 

Lessons for other operators

Carabalí’s journey offers inspiration for operators navigating how to grow without compromising your roots:

• Protect your value: Consistency builds trust and reassures guests that your pricing matches the quality of the experience.
• Use distribution wisely: Apply seasonal rate distinctions with affiliates to balance competitiveness and value.
• Prioritize direct bookings: Put energy into the channels you control, where you keep the margin and own the customer relationship.

“We don’t compete with others. We compete with ourselves. That’s what makes us better operators and better people.” -Alejandro Díaz

Looking ahead

For Carabalí, growth is about more than numbers. It’s about honoring a legacy, caring for the land, and sharing authentic Puerto Rican culture with travelers from around the world. With FareHarbor as a partner, the park has built not only a sustainable business model but also a pricing strategy designed to last.

To learn more about how FareHarbor can help your business succeed, request a free demo today.