On Location: Sandals flexes superpowers at Jamaica showcase in Montego Bay

STORY BY KATHY BUCKWORTH

One Love was the central theme and the emotion which was on display as Sandals Resorts International hosted their Sandals Jamaica Love conference in Montego Bay from October 13-20.

Seven hundred travel advisors joined three hundred other attendees, drawn from Jamaican industry leaders, international media and local media, plus the Prime Minister of Jamaica and his cabinet, to share and discover where Jamaica, and by extension, Sandals, are headed in the future.

PAX was hosted at the original Sandals Resort in Montego Bay, which was opened in 1981, the same year that current Executive Chairman Adam Stewart was born.

He is the son of the founder, the late Gordon “Butch” Stewart. Speaking of his father, Adam said “he saw the opportunity of what Jamaica could be,” as he addressed an engaged room at the Montego Bay Conference Centre.

“I am a believer in Jamaica”, he said, and his commitment was proven when he was appointed as an Ambassador and Special Investment Envoy for Jamaica in 2023. And while there are now 18 Sandals resorts across the Caribbean, this day was all about where it started: Jamaica.

“Love is the word”

There was a slate of speakers including Stewart, Dr. The Most Honourable Prime Minister Andrew Holness, N. Nick Perry (US Consulate), Stephen McGillivray (The Travel Leaders Group), Scott Laurence (American Airlines), Nino Montagnese (Air Canada Vacations), and senior leaders from across the Sandals organization. 

Gary Sadler, EVP of sales and industry relations at Unique Vacations, Inc., acted as MC for the event, and reinforced that “Love is the word.” He talked of Sandals’ strong support of travel advisors. “Every piece of collateral we produce says “Call your travel advisor.”

Adam Stewart took to the stage amidst applause, fireworks, and a fanfare normally reserved for rock stars. In Jamaica, and certainly in that room, he is one, as evidenced by the long lines of travel advisors waiting to get their photo with him.

“Butch Stewart was a titan,” he started, after thanking his mother for being in the audience. “And Jamaica is having a moment,” he continued, pointing out that the whole eco-system of Jamaica was in attendance at the event.

Craft vendors (who held a pre-event marketplace for advisors), the transport sector, customs and immigration, tour operators, farmers, fishers, pastors and priests.

He acknowledged that Sandals has grown the business one employee at a time, to the 20,000 employees they now have in the Caribbean, with a growth target of 25,000 in three years.

“The Caribbean is our sandbox. Our superpower is the belief that what is offered from Jamaica and the Caribbean is more beautiful, more sexy and has a bigger future than just about anywhere on the planet. And we’ll prove it. Watch us take any concept and turn it into magnificence.”

Sandals 2.0 – more than just a catchphrase

As proof, Sandals 2.0 is more than just a catchphrase. It describes the transformations that existing Sandals resorts are experiencing, and that new Sandals resorts are incorporating at launch.

Diving continues to be a huge draw for clients at the Sandals resorts, as 30,000 guests dove last year. Approximately 9,000 are certified each year, with a cumulative total of 110,000 certified Sandals guests.

Sandals is the first to incorporate virtual reality and artificial Intelligence into their staff training, allowing new recruits to virtually tour a restaurant they might be working in, or how to fix an air conditioning unit, from a remote location.

Clients will be able to tour Sandals resorts remotely through IVR, before visiting in person.

Sandals says it also supports and invests in the people of Jamaica. The Sandals Foundation has touched the lives of 1.3 million people, and the Sandals’ Chairman’s Royal Club, made up of top selling Canadian travel agents, took to the stage to present a cheque for $81,000 USD to the foundation.

Prime Minister Holness commented that this event could be described as Stewart’s first public act as Ambassador because “I have heard Jamaica mentioned more times than Sandals, so clearly this is about Jamaica.”

The message delivered by Holness was clear: Jamaica is a strong and powerful brand, and they are working to strengthen the messaging that not only is it known for sun, sea and sand, but that it should also be known for safety, security, sustainability, seamless, service, satisfaction, and, cheekily, being sexy.

With a new terminal being built at Montego Bay’s Sangster Airport, and a new international airport built in Negril, the investment for increased tourism is significant. “Use your dollars to support us. Come to Jamaica,” said Holness.

Sandals, Jamaica & ACV

Air Canada has been coming to Jamaica for 75 years. “I’m proud to say the partnership between Sandals and ACV is a solid one.” said Nino Montagnese, vice president of Air Canada Vacations, in his remarks.

PAX sat down with Montagnese prior to the event to find out why it was important that ACV was in attendance. “I think for Air Canada Vacations and Air Canada it’s about the partnership that we have with Sandals and Beaches resorts, but also the relationship we have with Jamaica and all of the Caribbean. It’s very, very important for us back in Canada to support these islands. We have flights into all of them, and we have flights into every single destination Sandals or Beaches has a property.”

When asked about what’s driving the year over year increases in sales for ACV to Sandals, Montagnese said “Number one, there’s an affinity between Air Canada Vacations and this brand, along with the Aeroplan brand, it all ties in together. Customers want a luxury product and really, in Canada, they know where to find it. They come to Air Canada Vacations and between the two companies we really can deliver a seamless experience.”

From a numbers point of view, Montagnese said, “I can tell you that just with Sandals overall, we’re seeing an increase of about 20 per cent this year, in 2024. And 2025 is already much larger than it was at this time last year.”

Why do Canadians love the Sandals brand so much? “I have been selling or attached to this brand for over 30 years. I’ve watched it evolve, I’ve watched it grow.” said Montagnese.  “I guess for me, it’s very easy to sell this product. I can talk about it, I can feel it, it’s a natural fit with Air Canada and Air Canada Vacations.”

Next year ACV turns 50. Their current promotion is being extended until October 31, 2024.  Any new booking to a Sandals resort in Jamaica will include free connecting flights through to Toronto (from Vancouver, Calgary, Edmonton and Halifax).  It’s estimated to be a savings of $350, valid for departures from November 1, 2024, to August 31, 2025.

Addressing potential new properties within the Sandals brand, Montagnese said to Stewart: “If you build them, we will fly to you.”

The tourism rate in Jamaica is growing at three per cent, which is higher than their GDP growth.  They are targeting  5 million visitors to Jamaica in 2025, which would be up from 4.3 million in 2024.

To paraphrase Bob Marley, One (Big) Love. Getting together and feeling alright.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.