Unique Vacations, Inc., an affiliate of the global representative of Sandals Resorts and Beaches Resorts, brought together more than 200 business development managers, local coordinators, corporate executives, industry leaders and government officials in Jamaica from January 8-12 for the 2025 Global Sales Conference. Held at Sandals South Coast, the five-day conference provided an immersion into the brands’ renewed Caribbean vision, strategy and innovative offerings, revealing what Sandals and Beaches agents can look forward to in the year ahead to boost their productivity and maximize their sales.
On the main stage of the Global Sales Conference 2025
Keynote presentations, workshops and exclusive experiences immersed attendees in the brand’s new developments and unique positioning in the Caribbean, with key insights from Sandals Resorts International (SRI) and Unique Vacations, Inc. (UVI) executives, industry leaders and government officials, including special guest, Jamaica’s Minister of Tourism, the Honourable Edmund Bartlett, who looked ahead to a landmark year in tourism for the island.
“Today, as we embark on a new year, the role you play as a sales team is more critical than ever. Every conversation you have, every partnership you forge and every story you tell contributes to making Sandals and Jamaica a top choice for travelers,” said the Honorable Edmund Bartlett, who added that in the first eight days of this year alone, the island welcomed more than 125,000 visitors, marking a significant increase of 1.8 percent over the same period in 2023.
Also, the Honourable Edmund Bartlett added, “To unlock the full potential of Jamaica’s dynamic and ever-changing tourism industry, we must embrace continuous innovation. By harnessing all available resources, we can ensure continued prosperity and consolidate Jamaica’s position as a leading global tourism destination.”
Source: Sandals
Sandals Resorts CEO Adam Stewart discussed the brand’s growth and impact in the region, including in Saint Vincent and The Grenadines, where air travel has increased exponentially since Sandals’ debut on the island last spring, with arrivals from all major U.S. airports, JFK, MIA and CLT. Mr. Stewart also commented on Sandals’ commitment to enhancing guest experiences and the importance of relationships with the travel agent community to the brand and the Caribbean.
“We’re in the business of appreciation and making people’s dreams come true. The product you sell is something that makes people have the most fun,” Stewart said, adding, “Sandals 2.0 is about more than just the product itself. It’s a commitment, a recognition of evolution, to keep moving forward. The brand will grow and our resorts will be more luxurious.”
They will spread their wings beyond what we know today, and we will do so together, 2.0 is a commitment that we do not want to lose.”
Other speakers included Travelmation President and Founder Adam Duckworth and Travel Leaders Marketing Director Stephen McGillivray.
Source: Sandals
WAVE de Sandals y Beaches
Sandals announced that it will launch its new social media promotion platform, WAVE, for travel agents selling Sandals and Beaches Resorts. The mobile and desktop app have been custom-developed by software firm Ambassify. The invitation-only platform will provide travel agents with essential content and social guidance through its dedicated software solution, aimed at facilitating and incentivizing social media promotion. Equipped with features such as content management, productivity tracking, and AI-powered personalization and incentivization, WAVE opens the door to new opportunities in social media marketing, maximizing an agent’s business impact in this space.
WAVE debuts in 2025 for select agents as a pilot program, with a view to a broader rollout plan in the future.
Brand new tools, “Made from pure Caribbean”
Travel agents can now harness the power of “Made Pure Caribbean,” Sandals and Beaches’ new global campaign created by agency Leo Burnett along with an evolved visual identity that shapes entirely new marketing materials and the resort experience. Brochures, vehicle wraps, marketing kits and more reflect a compelling brand that expresses its evolved product, putting the best of the brand directly into the agent’s hands, allowing them to inspire travelers and connect them to the true Caribbean. The “Sandals 2.0” brand evolution reinforces Sandals’ commitment to leading the all-inclusive industry and being a hero to the Caribbean islands it calls home, with newly announced developments and new suite types, including four-bedroom butler villas and skypool suites with a rooftop terrace in Jamaica, and elevated food and beverage offerings that lead the industry.
'SEA' Program, become a Sandals Elite Agent
Also announced was an updated program for travel agents and partner agencies, Sandals Elite Advisor (SEA), designed to recognize the agents’ elevated status and critical role in travel planning. Sandals Elite Agents can rely on the dedicated attention of their Local Coordinator, specialized call center support teams to help achieve their sales goals, as well as a dedicated travel agent portal that makes booking easy. SEA Agents can advance through the ranks and receive exclusive benefits through status levels by booking each commissionable travel booking of
three nights or more.
Awards season
The week also saw an awards ceremony, where members of the sales team were recognized for their invaluable contributions, including awards for the Latin American region, including Local Coordinator of the Year for Betzabeth Flores, Most Valuable Player for José Armando Rojas, and Regional Champion for Blanca Sánchez. Other thematic events, such as Island Routes Tours and relationship development events, rounded out a dynamic conference.
Gary C. Sadler, OD, Executive Vice President of Sales and Industry Relations for Unique Vacations, Inc. (UVI), an affiliate of the worldwide representative of Sandals and Beaches Resorts, said, “The Global Sales Conference brings us all together, from around the world, to recognize the undeniable impact that local coordinators and travel agents have, not only on our company, but on our industry as a whole. We are here to prepare them for the new heights they will inevitably reach by achieving their sales goals and championing the partnerships that create the foundation of this industry.”
Source: Sandals
Also, Jeff Clarke, CEO of Unique Vacations, Inc., said, “We are here today, at the beginning of the peak season, and while most companies will not be removing as many rooms from their inventory, we are doing so with the intention of demonstrating our commitment to making the product the star. We believe this level of investment is crucial, as it lays a solid foundation for building a successful future.”
On your marks, get set, sell!
Four American and two Canadian travel agents will win a five-night all-inclusive stay in a Butler-level suite at Sandals Saint Vincent and the Grenadines, plus an airfare credit, through a new contest that inspires agents to reach their sales goals. Those with the highest 2025 booking earnings at Sandals Saint Vincent and the Grenadines, through January 31, 2025, will soon be on their way to Sandals’ newest resort in the Caribbean.
Additionally, agents can receive an incentive bonus and earn up to 21% commission, plus up to $85 additional cash bonus on new reservations made at any Sandals or Beaches resort, when booked directly with Unique Vacations, Inc., through the AV portal or the travel agent reservations team.
Fuente: Sandals Resort. Beaches Resort.