In The News

Unique Vacations, Inc., an affiliate of the worldwide representative of Sandals Resorts and Beaches Resorts, brought together more than 200 business development managers, company 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 was an immersion into the brands’ refreshed Caribbean-forward vision, strategy and innovative offerings, unveiling what Sandals and Beaches advisors can look forward to in the year ahead to boost productivity and maximize sales.

On the Main Stage at the 2025 Global Sales Conference

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 Minister of Tourism, The Hon. Edmund Bartlett, who anticipated a historic year in travel for the island.

“Today, as we embark on a new calendar year, your role as the sales team is more crucial than ever. 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,” said The Hon. Edmund Bartlett, adding that in just the first eight days, the island welcomed more than 125,000 visitors, marking a significant 1.8 per cent increase over the similar period in 2023. 

”To unlock the full potential of Jamaica's dynamic and ever-evolving tourism industry, we must embrace continuous innovation. By leveraging all available resources, we can ensure continued prosperity and solidify Jamaica's position as a leading global tourism destination,” he said.

Executive Chairman of Sandals Resorts Adam Stewart spoke on 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 major 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 and 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. 

All New Tools, “Made of Caribbean”

Travel advisors are now able to tap into the power of “Made of Caribbean,” Sandals’ and Beaches’ new global campaign created by Leo Burnett alongside an evolved visual identity that shapes all-new marketing collateral and the on-resort experience. 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 travelers 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. 

“SEA” it for Yourself, 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 center 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 also gave way to an awards ceremony, where sales team members were recognized for their invaluable contributions, including awards for National BDM of the Year presented to James Ayres III, the Industry Award of Excellence presented to Alice McCalla, and the Chairman’s Award presented to Dawn Bolte. Island Routes tours, relationship building, and other themed events rounded out a dynamic conference.

Gary C. Sadler, OD, Executive Vice President of Sales & Industry Relations at 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 acknowledge the undeniable impact business development managers and travel advisors have - not only on our company, but our industry as a whole. We are here to prepare you for the new heights you will inevitably reach, hitting your sales goals and championing the partnerships that create the foundation of this industry.”

“We are here today – at the start of the peak season – and while most companies wouldn’t pull this many rooms out of inventory, we do so with the intention to show our commitment to bring it all back to the product. We believe this level of investment is crucial, as it lays a strong foundation for building a successful future,” said Jeff Clarke, CEO of Unique Vacations, Inc. 

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% commission plus up to $85 extra cash bonus for new bookings made at any Sandals or Beaches Resorts when booked directly with Unique Vacations, Inc. via the TA Portal or the Travel Advisor Reservations Team.

For more information and resources, advisors can visit taportal.sandals.com.