Global Travel Advisor Day 2025 brought Sandals Resorts and travel professionals together across multiple events and locations this month. As the Caribbean’s top all-inclusive brand, Sandals partnered with the American Society of Travel Advisors (ASTA) as global sponsor for the annual industry recognition.
The day featured several professional development opportunities for advisors, including this morning’s Facebook Live event where ASTA President Zane Kerby joined Gary C. Sadler to discuss industry updates and new tools available to increase booking success. The digital session introduced the redesigned Travel Advisor Portal with its improved dashboard offering revenue tracking capabilities, booking management features, customizable invoices and additional resources.
“Sandals Resorts has consistently been one of the most dedicated and impactful allies in our industry, and their ongoing commitment to supporting the travel advisor community is truly invaluable,” said Zane Kerby, President and CEO of ASTA, in a press statement. “This year’s Global Travel Advisor Day celebration went beyond expressing gratitude—it was about empowerment, progress, and a shared vision for the future we are shaping together.”
During the stream, Sadler provided details about the recently launched Sandals Elite Advisor (S.E.A.) Program, which creates a tiered recognition system that rewards top-performing advisors. Benefits include productivity bonuses, booking incentives, enhanced on-property experiences and dedicated sales support. The presentation also covered WAVE by Sandals, a new digital marketing platform with content management tools, AI-driven customization options, and performance tracking to help advisors develop their online presence.
“Sandals Resorts celebrates travel advisors every day, but Global Travel Advisor Day provides an opportunity to reflect with even greater gratitude,” said Gary C. Sadler, Executive Vice President of Sales and Industry Relations at Unique Vacations, Inc., an affiliate of the worldwide representatives for Sandals Resorts and Beaches Resorts, in a press statement. “Travel Advisors are the backbone of the travel industry, driving economies and connecting travelers to unforgettable vacation experiences. This is a special occasion, and we’re truly committed to making this year even more meaningful—bringing more opportunities, exciting giveaways, and heartfelt recognition to the incredible professionals who make the world of travel so extraordinary.”
Sandals Goes Back to the Beach
The annual Back to the Beach event continues through May 8, bringing together over 450 travel advisors across 12 Sandals and Beaches Resorts on five islands. Unique Vacations, Inc. executives and Business Development Managers are leading hands-on sessions focused on current travel trends, destination wedding opportunities, dive programs, and social media marketing strategies.
Each participating resort is hosting a special luncheon where local officials and Sandals team members recognize advisors’ contributions to regional tourism. Those staying at properties in Jamaica, Nassau, Saint Vincent and the Grenadines and Turks & Caicos are enjoying celebration catamaran cruises.
Beyond business development, the event connects advisors with local communities through the Sandals Foundation’s Pack for a Purpose program. Participants donate school supplies and clothing to support island families. In Jamaica, advisors visit area schools through Reading Road Trips to support students’ literacy skills.
Canada’s largest host agency, Trevello, has joined the Caribbean activities, hosting its annual conference through May 9. Adam Stewart, Executive Chairman of Sandals Resorts, opened the event with recognition of travel advisors’ contributions to the industry.
“Today we celebrate the incredible partners who help bring our Caribbean vision to life,” said Stewart in a press statement. “We’re reimagining what all-inclusive luxury can be to bring the soul of the islands to every guest experience. For travel advisors, it means more opportunities to sell up, earn higher commissions, and build lasting client relationships. It means aligning with the strength, trust, and vision of the Sandals brand—and becoming part of the most rewarding partnership in travel. It’s about innovation and evolution. This is what we call Sandals 2.0.”
For more information, visit sandals.com.
