On Location: Bon Bini! TTAND advisors swap ship life for island luxury at Sandals Royal Curaçao

You come, you see, you sell. That’s the Sandals way.

Canadian travel advisors swapped ship decks for “Sandalized” luxury on Tuesday (April 21), stepping off the glam Celebrity Silhouette for an afternoon at Sandals Royal Curaçao.

The educational visit, led by Donné Nixon of Unique Vacations Inc. (the sales and marketing arm of Sandals and Beaches Resorts), offered a classroom escape during The Travel Agent Next Door’s (TTAND’s) “Leading The Way” conference at sea, which is visiting the ABC Islands until April 26.

While docked in Willemstad, advisors (along with employees from TTAND, Air Canada and Air Canada Vacations) were welcomed to the adults-only, all-inclusive resort for a guided tour and lunch – an opportunity to experience a Sandals property that has been steadily evolving since its 2022 debut.

“It feels great to have over 90 agents come and experience this resort,” Nixon told PAX, which was invited to participate in yesterday’s visit.

What Nixon loves about Sandals Royal Curaçao is “the Dutch happiness” it exudes.  

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“You take a deep breath, relax and experience something truly different,” she said. “From Instagrammable places on property, to the open breeze, to the bikes, to the beautiful suites…there are so many things that make Sandals Royal Curaçao unique."

Pickleball & wellness, in a lush oasis

Speaking with PAX yesterday, General Manager Jeffrey Speelman described a resort – and destination – on the rise.

“We’re almost four years in now, and there’s been a lot of development,” Speelman said, noting that Curaçao itself has become increasingly global in appeal.

READ MORE: On Location: PAX tours Sandals Royal Curaçao, “where amazing comes together”

“The guest mix is changing. It’s no longer just Americans and Canadians. We’re seeing more visitors from Latin America and Europe. It creates a real melting pot, and you feel that energy across the resort."

Part of that evolution is physical. The landscaping, for one, has been transformed into a lush oasis, with ongoing efforts to incorporate more native plants like aloe vera.

At the same time, Sandals Royal Curaçao has expanded its activity offerings to match shifting guest preferences.

Pickleball (particularly popular with Canadians) has taken off, with eight new courts joining two brand-new tennis courts.

Wellness has also become a central focus, with yoga, Pilates, a newly-renovated gym, and even kickboxing sessions launching soon, Speelman explained.

“There’s a growing segment of guests who want both relaxation and a healthy lifestyle,” Speelman explained.

That experience continues to resonate with repeat visitors. According to Speelman, many guests return multiple times, noting one client that’s on their eighth stay.

Canadian arrivals, in particular, are climbing – something he attributes in part to expanded airlift from carriers like Air Canada and WestJet.

For travel advisors, Speelman’s message is clear: Curaçao sells itself. Clients are even encouraged to explore beyond the resort.

He highlighted Sandals’ dine-out program, which offers a US$250 credit for select local restaurants when booking a butler-category room for seven nights, along with transportation into Willemstad, which is about 25-30 minutes away.

“We really want guests to experience the island – the culture, the downtown, those authentic Caribbean moments,” he said.

That philosophy extends to community engagement as well. From school supply donations to coral restoration projects and environmental education initiatives, the resort is investing in Curaçao’s future.

“It’s about adding value to the island – not only to the economy, but also to the environment,” he said.

Sashay into Sandals Royal Curaçao

Stepping into Sandals Royal Curaçao is like stepping into a highlight reel of your best life.

Set across 44 acres of dreamy landscape, the property, surrounded by views of a natural lagoon and the sea, features 351 generously-sized rooms and suites spanning 24 categories.

Located not too far Willemstad – a UNESCO World Heritage Site known for its colourful architecture, museums, landmarks, restaurants, and shops – the resort sits within the exclusive Santa Barbara estate, a 3,000-acre protected preserve complete with a golf course.

While the property was formerly the Santa Barbara Resort (and earlier affiliated with Hyatt), it has been transformed.

In Sandals terms, it’s been fully “Sandalized” – reimagined into the brand’s signature “luxury-included,” Sandals 2.0 experience.

One standout upgrade: the addition of private pools designed specifically for ultra-luxurious swim-up suites.

The upscale resort also marked Sandals’ first expansion beyond the English-speaking Caribbean.

The island of Curaçao itself is a cultural blend of Dutch, Spanish, and African influences, reflected in its languages—Papiamentu, Spanish, and English.

Visitors are often greeted with “Bon Bini!”—a warm “welcome” in Papiamentu.

Dutch influence appears in subtle ways at the resort, such as the complimentary bicycles for guests, great for getting from A to B, echoing the Netherlands’ cycling culture.

As a Caribbean brand rooted in refined island living, Sandals also introduced several “firsts” at this property when it opened.   

Among them are two signature accommodations: the Awa Seaside Butler Bungalows and the Kurason Island Poolside Butler Bungalows.

These feature private pools, Tranquility Soaking Tubs, butler service, and even complimentary MINI Coopers for guests to explore the island.

The seaside bungalows boast especially striking pools, while the Kurason Island suites are arranged in an intimate, heart-shaped layout, reinforcing the brand’s focus on romance.

All suites are equipped with modern comforts, including king-sized beds, stocked minibars, HD smart TVs, and more.

Dining is another highlight, with several new concepts. A lively beachfront “village” features food trucks serving Spanish tapas, Asian fusion, bao buns, and local Curaçao dishes like stews and ribs, all enjoyed in a relaxed, seated setting with full service.

Additional new venues include Kanaal (desserts, wine, and cheese), Gatsu Gatsu (sushi), and Zuka (Latin fusion). These complement existing restaurants such as Aolos (Mediterranean), Pietra (Italian), Strand (seafood), Vincent (modern European), and Butch’s Island Chop House—named after Sandals founder Gordon “Butch” Stewart.

Guests in Butler Suites or Sandals Select Rewards members staying at least seven nights also receive a $250 dining credit for select off-site restaurants, with transportation included.

The resort also introduces a standout pool concept: the two-tier Dos Awa infinity pool, offering sweeping ocean and mountain views.

For a quieter vibe, Coconut Grove provides a more secluded beachfront retreat.

With 38,000 square feet of indoor and outdoor meeting space – the largest on the island – the resort also caters to events and conferences.

And throughout the experience, the warm, attentive staff help set the tone, beginning with the welcoming chichi doll at the entrance—a symbol of the “big sister,” embodying a caring, responsible, and strong female role model.

Speaking to PAX during yesterday’s visit, TTAND’s Shelley Cota, owner of Shelley's Sun & Sand Travel, said she has sent many clients – from honeymooners to retirees – to Sandals Royal Curaçao.

“It’s a lovely resort with a really nice beach. There’s paddle boarding, snorkelling…My clients went there every single day,” she said, praising the property’s Dutch Caribbean vibe. “I’ve had no complaints."

The Sandals effect

Curaçao’s tourism sector, meanwhile, is gaining strong momentum, with Canada emerging as a key growth market.

Jacqueline Held, regional manager for North America at the Curaçao Tourist Board, who was on site yesterday, pointed to a surge in arrivals.

“For the month of March, we had more than 8,000 Canadian visitors and that was a 40 per cent change in comparison to last year,” she told PAX.

That growth extends across the first quarter, with “a total increase of 30 per cent” from January through March.

Expanded airlift has played a major role, with both Air Canada and WestJet increasing service and deploying larger aircraft, particularly out of Toronto.

The arrival of Sandals Royal Curaçao has further elevated the island’s global profile.

“A brand like Sandals can put you on the map,” Held said.

She said the brand has expanded Curaçao’s reach, particularly among travellers who may not have previously considered the destination.

For the tourism board, the relationship with Sandals has created a powerful synergy.

“A property like Sandals amplifies what we’re already doing,” Held explained.

The brand’s strong airline partnerships have also had a meaningful impact on accessibility and growth, she said.

“Having a brand like this in a destination helps everyone. It increases your visibility,” she said.

All about the vibes

Nixon shared that her hope for the TTAND agents who experienced Sandals Royal Curaçao is that the visit creates a genuine connection to the destination.

By discovering the island, she believes advisors are better positioned to understand and convey its appeal.

Her goal, she explained, is for agents to “fall in love with the island so they can fall in love with the resort – and ultimately send their clients.”

That connection is rooted in Sandals’ broader brand identity.

“We are truly made of Caribbean, which is our new branding,” Nixon said, emphasizing that the experience goes beyond the resort itself.

“It’s about experiencing the Caribbean for what it truly is,” she said. “You feel the vibes.”

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