WHITEHOUSE, JAMAICA — Brand new travel advisor tools and incentives took centre stage at Unique Vacations, Inc.’s 2025 Global Sales Conference.

Unique Vacations, Inc.’s BDMs and company executives, as well as industry leaders and government officials, gathered together at Sandals South Coast Jan. 8 – 12 for the five-day conference. The event was an immersion into the refreshed Caribbean-forward vision, strategy and offerings for Sandals Resorts and Beaches Resorts, and also offered a look at what Sandals and Beaches advisors can look forward to in the year ahead to boost productivity and maximize sales.

“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 Adam Stewart, Executive Chairman, Sandals Resorts.

“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.”

Stewart spoke about 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. 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.

Sandals Resorts’ new ‘Made of Caribbean’ campaign, launched in December 2024, is currently rolling out in key markets across the world, with new visuals and a ‘setting the tone’ brand film narrated by none other than Stewart himself.

“YOUR ROLE … IS MORE CRUCIAL THAN EVER”

Among the special guests at the 2025 Global Sales Conference, Jamaica’s Minister of Tourism, Edmund Bartlett, said he was looking forward to a historic year in travel for the island.

Edmund Bartlett

“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 Minister Bartlett.

In just the first eight days of 2025, Jamaica welcomed more than 125,000 visitors, an year-over-year increase of 1.8%.

”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,” said Minister Bartlett.

Other speakers included President and Founder of Travelmation, Adam Duckworth, and CMO of Travel Leaders, Stephen McGillivray. There were also keynote presentations, workshops and exclusive experiences for attendees.

Adam Stewart, Gary C. Sadler and Adam Duckworth

WAVE BY SANDALS AND BEACHES

Sandals’ new social media advocacy platform, WAVE, for travel advisors selling Sandals and Beaches Resorts is set to launch soon as a pilot program, with a wider rollout plan to follow.

The bespoke app and desktop program is an invitation-only platform that will equip travel advisors with foundational social and content guidance through a dedicated software solution, powered by Ambassify, that aims to facilitate and incentivize social media advocacy.

WAVE’s features include content management, performance tracking and AI customization and incentivization.

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 new branding that mirrors the evolved product, putting the best of the brand directly in the hands of the advisor, allowing them to inspire travellers and connect them to the real Caribbean, according to the company.

Executives added that 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.

‘S.E.A.’ IT FOR YOURSELF, BECOME A SANDALS ELITE ADVISOR

The brand’s refreshed travel advisor and agency partner program, Sandals Elite Advisor (S.E.A.), was also announced at the Global Sales Conference. Sandals Elite Advisors get dedicated support from their BDM on a local level, while specialized call centre support teams to help achieve sales goals, and a dedicated travel advisor portal aims 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 & RECOGNITION

Sales team members were recognized at the event for their contributions, including …

• National BDM of the Year, Canada – Winston Chang, BDM, BC, SK & Yukon
• Spirit of Excellence, Canada – Teresa Villanueva, Inside Sales Manager
• Silent Warrior, Canada – Sandra Brousseau, BDM Eastern/Central Quebec & Atlantic Canada
• Outstanding Team Player, Canada –  Donne Nixon, HR Coordinator
• Outstanding Sales Achievements, Canada – Richard Todd, Senior Sales Consultant and Winston Chang BDM, BC, SK & Yukon
• Industry Award of Excellence, Global – Lorna Richards, National Training Manager, Canada
• CEO Award for Excellence, Global – Omar Josephs, Senior Manager – Group Sales & Events, Canada

Several members of the Unique Vacations Canada team were also honoured for their various milestones and years of service with the company, including …

• Maureen Barnes-Smith – 30 years
• Grace Larmond – 25 years
• Winston Chang – 20 years
• Robert Smith – 15 years

“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,” said Gary C. Sadler, OD, UVI’s Executive Vice President of Sales & Industry Relations.

Jeff Clarke, CEO of Unique Vacations, Inc. added: “We are here today – at the start of the peak winter 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.”

NEW INCENTIVE FOR TRAVEL ADVISORS

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, thanks to a new contest inspiring advisors to reach their sales goals.

The winning travel advisors will achieve the highest earnings from 2025 bookings at Sandals Saint Vincent and the Grenadines through Jan. 31, 2025.

Travel advisors can also receive an incentive bonus and earn up to 21% commission plus up to US$85 extra cash bonus for new bookings made at any Sandals or Beaches Resorts when booked with Unique Vacations, Inc. via the TA Portal or the Travel Advisor Reservations Team.

Travel advisors can visit taportal.sandals.com for more information and resources.