Sales tools, refreshed “Elite” program & awards at Sandals’ global conference

Unique Vacations, Inc. – the sales and marketing arm of Sandals Resorts and Beaches Resorts – brought together more than 200 business development managers, executives, industry leaders and government officials in Jamaica, January 8-12, for the 2025 Global Sales Conference.

Held at Sandals South Coast, the five-day conference unpacked the brands’ refreshed Caribbean-forward vision, strategy and upcoming offerings.

In attendance was Jamaica’s Minister of Tourism, The Hon. Edmund Bartlett, who said the company’s sales team is “more crucial than ever” as 2025 begins.

“Every conversation you have, every partnership you forge and every story you tell contributes to making Sandals and Jamaica a top-of-mind choice for travellers,” Bartlett said, adding that in just the first eight days, Jamaica welcomed more than 125,000 visitors, marking a 1.8 per cent increase over the similar period in 2023.

Executive Chairman of Sandals Resorts Adam Stewart spoke about the brand’s growth and impact on the region – including Saint Vincent and the Grenadines, where airlift has increased exponentially since Sandals’ debut on the island last spring, with arrivals from U.S. gateways JFK, MIA, and CLT.

Stewart also spoke about Sandals’ commitment to elevating guest experiences, and the importance of relationships with the travel advisor community for the brand and the Caribbean.

“We are in the business of thank-yous and making people’s dreams come true. The product you sell is something that makes people have the time of their life,” said Stewart. “Sandals 2.0 goes deeper than the actual product. What it is, is a commitment - a recognition of evolution, to keep moving forward. The brand will get bigger and our resorts will get more luxurious. They will spread their wings beyond what you know them today – and so will we, together. 2.0 is a commitment that we don’t want to sleep.”

Other speakers included President and Founder of Travelmation, Adam Duckworth, and CMO of Travel Leaders, Stephen McGillivray.

WAVE by Sandals & Beaches

Sandals announced it will be launching its new social media advocacy platform, WAVE, for travel advisors selling Sandals and Beaches Resorts.

The bespoke app and desktop program is powered by Ambassify software.

The invitation-only platform will equip travel advisors with foundational social and content guidance through its dedicated software solution aimed to facilitate and incentivize social media advocacy.

Equipped with features like content management, performance tracking, and AI customization and incentivization, WAVE opens the doors to new opportunities in social media marketing – maximizing an advisor’s business impact in this space.

WAVE debuts in 2025 to select advisors as a pilot program, with a wider rollout plan to follow.

New tools

Travel advisors are now able to tap into the power of “Made of Caribbean” Sandals’ and Beaches’ new global campaign.

Brochures, car wraps, toolkits and more reflect the compelling branding that mirrors the evolved product, putting the best of the brand directly in the hands of the advisor, allowing them to inspire travellers and connect them to the real Caribbean.

The ‘Sandals 2.0’ brand evolution bolsters Sandals’ commitment to lead the all-inclusive industry and be a champion for the Caribbean islands it calls home, with newly announced developments and suite types – including four-bedroom butler villas and Skypool suites with rooftop terraces in Jamaica – and elevated food and beverage offerings leading the way.

Become a Sandals Elite Advisor

A refreshed travel advisor and agency partner program, Sandals Elite Advisor (S.E.A.), was also announced, designed to recognize the elevated status of advisors and their critical role in trip planning.

Sandals Elite Advisors can rely on dedicated support from their business development manager on a local level, specialized call centre support teams to help achieve sales goals, and a dedicated travel advisor portal to help make bookings easy.

S.E.A.s can ascend the ranks and receive exclusive benefits through status levels when registering every commissionable travel booking of three nights or longer.

Awards Season

The week gave way to an awards ceremony, where sales team members were recognized for their invaluable contributions, including awards for:

• National BDM of the Year, Canada – presented to Winston Chang, BDM, BC, SK & Yukon 
• Spirit of Excellence, Canada – presented to Teresa Villanueva, Inside Sales Manager
• Silent Warrior, Canada – presented to Sandra Brousseau, BDM Eastern/Central Quebec & Atlantic Canada 
• Outstanding Team Player, Canada – presented to Donne Nixon, HR Coordinator
• Outstanding Sales Achievements, Canada – presented to Richard Todd, Senior Sales Consultant and Winston Chang BDM, BC, SK & Yukon 
• Industry Award of Excellence, Global – presented to Lorna Richards, National Training Manager, Canada
• CEO Award for Excellence, Global – presented to Omar Josephs, Senior Manager – Group Sales & Events, Canada

Several members of the Unique Vacations Canada team were also honoured for their various milestones and years of service with the company, including:

• Maureen Barnes-Smith – 30 years
• Grace Larmond – 25 years
• Winston Chang – 20 years
• Robert Smith – 15 years

Ready, set, sell

Four U.S. and two Canadian travel advisors will win a five-night, all-inclusive stay in a butler suite at Sandals Saint Vincent and the Grenadines, plus an airfare credit, via a new contest inspiring advisors to reach their sales goals.

Those with the highest earnings from 2025 bookings at Sandals Saint Vincent and the Grenadines through January 31, 2025, will soon be on their way to Sandals’ newest home in the Caribbean.

Additionally, advisors can receive an incentive bonus and earn up to 21 per cent commission plus up to US$85 extra cash bonus for new bookings made at any Sandals or Beaches Resorts when booked with Unique Vacations, Inc. via the TA Portal or the Travel Advisor Reservations Team.

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