Sandals & Beaches Resorts strengthens its presence in Europe with Jamaica as the leading destination

Why is it important for Sandals & Beaches Resorts to participate in FITUR and what are its objectives at this event?

FITUR is a very important trade fair for us in Europe, especially because we have major clients in Spain. We work with international companies, and this event is one of our main opportunities to meet with them, review the current year, and discuss future projects.

Can you give us an example of those projects?

A specific example is the World2Meet charter flight between Lisbon and Montego Bay, Jamaica, which will operate from June to October. FITUR is the ideal time to finalize the details and ensure we have room availability in our Jamaican hotels to support this operation.

Has this program been done before?

Yes, this is the second year. Last year they operated a weekly flight from Lisbon to Montego Bay, and it was very successful. Despite the challenges we faced, we hope this second edition will be just as good as the first.

How do marketing and promotion strategies work in Europe?

There is no single plan for the entire continent. We adapt our strategy market by market, based on our relationships with local partners. We identify a key partner in each country—France, Spain, Portugal, Belgium—and develop a specific roadmap with each one.

How does Western Europe perform within the company's global business?

Western Europe is performing very well. It accounts for between 40% and 50% of the European business, excluding the UK, which is a separate market with its own operator. Spain, France, and other countries are experiencing solid growth.

Are there any new developments or projects that can be brought forward?

Several projects have already been announced by our parent company in the United States, primarily under the family-oriented Beaches Resorts brand. These are planned for Exuma (Bahamas), Barbados, St. Vincent, and Jamaica, although we don't yet have confirmed opening dates.

What types of destinations and resorts do travelers from Western Europe prefer?

Every market is different, but for all of them, air connectivity is key. Jamaica is our top destination in Europe thanks to the number of flights available. Next comes Curaçao, with daily flights from Amsterdam, as well as Barbados, Saint Lucia, and the Bahamas. Jamaica remains our number one destination in Western Europe.