Luxury all-inclusive resorts are constantly evolving, but Sandals Resorts International has remained steadfast in its dedication to one key element of its success: travel advisors. Gary Sadler, the executive vice president of sales and industry relations at Unique Vacations, which is Sandals’ sales and marketing arm, emphasized the critical role that travel advisors play in the company’s growth and development. Sadler has expressed the company’s commitment to supporting travel advisors, going as far as pledging to defend them against any challenges they may face.
Sadler highlighted the strong bond that Sandals Resorts has with travel advisors, citing their close relationship with the American Society of Travel Advisors (ASTA) and their commitment to paying higher-than-average commissions. The company also actively encourages its customers to book through travel advisors, recognizing the value they bring to the table. Sandals Resorts’ focus on maintaining solid relationships with advisors is crucial, especially during times of industrywide challenges, such as election years that can create uncertainty and anxiety.
During global crises or challenges, travel advisors have proven to be essential in helping Sandals Resorts weather the storm. For example, when the U.S. State Department issued Level 3 and Level 2 travel advisories for Jamaica and the Bahamas, travel advisors played a vital role in minimizing the impact on bookings. Sandals Resorts International chairman Adam Stewart praised advisors as “our greatest advocates,” recognizing their contribution to the company’s resilience in the face of adversity. Sadler echoed this sentiment, emphasizing the invaluable support provided by travel advisors during difficult times.
Sandals Resorts is not only dedicated to maintaining strong relationships with travel advisors but also to continuously innovating and expanding its offerings. The company recently opened its first property in St. Vincent and the Grenadines, marking its ninth Caribbean destination. This new resort features innovative accommodations, including the first two-story, overwater villas with rooftop outdoor lounges. Sandals has also updated existing properties with new accommodations, such as the Beaches Negril, which added luxurious three-story villas able to accommodate up to 10 guests.
In addition to accommodations, Sandals Resorts is also keeping up with changing culinary tastes. The company introduced its Island Inclusive off-property dining concept, providing high-end guests with a $250 voucher for dining at partner restaurants. This initiative aims to offer guests a unique dining experience and cater to their evolving preferences. The success of the Island Inclusive platform led to its expansion to other Sandals properties, demonstrating the company’s commitment to innovation and guest satisfaction.
Sandals Resorts International’s focus on travel advisors, commitment to innovation, and dedication to guest experience are key factors driving its continued success in the luxury all-inclusive resort market. By prioritizing strong relationships with travel advisors, embracing new trends, and expanding its offerings, Sandals Resorts is poised to thrive in an ever-changing industry landscape.