Recommend is not the only business celebrating a big anniversary this year. Sandals Resorts International is marking its 35th, so we asked founder and chairman Gordon “Butch” Stewart what his company stands for and how it’s changing.
“There’s much talk these days about authenticity, and Sandals epitomizes that,” he tells us. “We are a local Caribbean company that has built an international brand that competes against the most respected travel companies in the world. We provide
an experience that exceeds expectations and, in doing so, make life better for our partner agents and the people of the Caribbean. This is terribly important to me.”
We never claimed to have invented the all-inclusive concept, but we have elevated it, and in doing so, we created a market hungry for luxury all-inclusives.
– Gordon “Butch” Stewart, Founder and Chairman, Sandals Resorts International
Stewart also talked about Sandals’ part in the evolution of all-inclusives over the years. “The term ‘all-inclusive’ once meant compromising excellence, but no longer. Innovations we instituted 35 years ago, such as coffeemakers and hair dryers in rooms, were revolutionary at the time. Today, Sandals continues to elevate the bar with outstanding food and beverages, unsurpassed service (like our butler program in partnership with the Guild of Professional English Butlers), and singular suites, like the Caribbean’s first over-the-water accommodations.”
He added, “We never claimed to have invented the all-inclusive concept, but we have elevated it, and in doing so, we created a market hungry for luxury all-inclusives.”
As travel advisors know, it’s important to remind clients that Sandals Resorts International is not just adults-only Sandals Resorts. “Beaches Resorts are for families but also for everyone else,” says Stewart, and Fowl Cay is an experience unlike any other, in a category of its own. Grand Pineapple offers terrific value.” However, he points out, all three, as well as the Villa Collection and Island Routes Caribbean Adventures, share the goal of offering “opportunities to meet and engage with Caribbean people and understand the warmth of the region’s hospitality—and in doing so, to have the time of their lives. Our partnership with Marriott to bring the AC brand to Kingston is part and parcel of this same philosophy: to expand authentic Caribbean hospitality beyond the beach.”
The Over-the-Water Villas have been a huge draw. Clients want something they can’t experience everywhere so this was an excellent addition to the Sandals brand. The revamping of Sandals’ TA portal, too, was a most important change for agents. This portal has been an incredibly valuable tool for selling these resorts.
– Kira Solomon, Owner and Top Sandals Resorts Specialist, My Paradise Planner
The word “expand” is key, too. “Nearly every year has been better for us than the last, and 2017 is no exception,” says Stewart. “From our new Over-the-Water Villas to our preparing to cut the ribbon on Sandals Royal Barbados in December, which will offer ‘stay at one, play at two’ privileges with Sandals Barbados, we’ve got tremendous momentum.”
Last year Sandals Royal Caribbean debuted its Over-the-Water Villas in Montego Bay, and it has added 12 new ones. Nine Over-the-Water Bungalows will debut at Sandals Grande St. Lucian in May, and yet more will appear at Sandals South Coast, a relaunch of Sandals Whitehouse European Village & Spa with innovations such as hammocks suspended over the water, an ocean-based swim-up bar, and an over-the-water wedding chapel with a glass floor aisle.
“Sandals Montego Bay, our flagship, has been completely renovated,” says Stewart. “It started last year with Beachfront Millionaire and Romeo & Juliet suites, and soon you’ll be able to book Water’s Edge Honeymoon Walkout Club Level Rooms with Patio Tranquility Soaking Tubs and Oceanfront Swim-up Butler Suites with Patio Tranquility Soaking Tubs.”
Sandals LaSource St. Lucia, set to begin this year, will offer 350 rooms and suites including all-butler swim-up Rondoval Suites, a first for Sandals. This will bring Sandals’ room count in Saint Lucia to over 800, and guests will enjoy play-at-four privileges.
Stewart describes the recently introduced LIV+ program as “a series of limited-edition events and activities centered around music, culture, sports, cuisine, voluntourism, and social interests.” Other innovations include upcoming enhancements to the destination weddings programs and to Beaches’ partnership with Sesame Workshop. He added, “AC Hotels by Marriott, a design-driven, lifestyle brand, will open in Kingston in 2019.”
When Sandals first announced its tranquility soaking tubs and backlit
mirrors, I wondered if that was really important, but Adam [Stewart] saw it coming. When you sit with a couple and show them comparative room
photos, newer, more modern rooms speak to them. Younger couples
these days want that WOW factor.– Terri Flood, Owner, Escapes Unlimited
With all these developments, where will Sandals be in, say, five years? “We’ll continue to expand and innovate,” declares Stewart. “We’ll bring our brands to more destinations in the Caribbean and beyond, introduce new partnerships and opportunities that thrill everyone from brides and grooms to grandparents hosting a family reunion, and continue to seek the support and advice of our travel agent partners. As we do now, we expect to lead the all-inclusive category.
“True luxury is about exceeding expectations, and as we continue to innovate, we’re thinking more and more about customization. We’ll continue to anticipate our guests’ needs so we can deliver experiences that are unique and memorable.”
CONTACT INFORMATION
Sandals Resorts International
Tel: (800) SANDALS
Website: sandals.com
