NEW YORK CITY — The global launch of Sandals Resorts’ new campaign ‘Made of Caribbean’, developed by Leo Burnett, wowed industry professionals last night at a gala event in NYC.

“Since 1981 we have built resorts across the Caribbean with white sands, turquoise waters and magical culture which we are celebrating here tonight, which is Caribbean success,” said Sandals Resorts’ Executive Chairman, Adam Stewart, to cheers and applause.

“We are launching Sandals 2.0 which is committed to the future, committed to the islands and committed to the people,” he said. “We have the best properties, and the best stretches of beaches. We aspire to the best architecture, design and innovation with nothing better anywhere in the world.”

“PROUD TO WELCOME THE WORLD”

Last night’s event took place at Hall des Lumières, a stunning digital art and event space in NYC. The first Beaux-Arts style skyscraper in New York, the venue is now Manhattan’s largest permanent centre for bespoke immersive experiences.

And immersive it was. The ‘Made of Caribbean’ launch event welcomed guests with soaring visuals, local flavour and more.

Travelweek was there, along with key partners for Sandals including Air Canada Vacations, represented by VP Nino Montagnese and VP, Product Development, Dina Bertolo.

‘Made of Caribbean’ showcases the spirit of family that has welcomed guests for over four decades, as a pioneer of all-inclusives, said Stewart.

He called ‘Made of Caribbean’ a new brand direction of pure Caribbean expression. “We are a team of 20,000 Caribbean nationals and proud to welcome the world,” said Stewart.

CLOSE TO US$1 BILLION IN EXPANSION PLANS FOR BEACHES RESORTS

Last night’s official launch of ‘Made of Caribbean’, first announced in December 2024 with a rollout already underway in markets including Canada, dovetailed with a reveal of close to $1 billion worth of expansion plans for Beaches Resorts.

The expansion will essentially double the Beaches Resorts footprint within the next five years.

Stewart shared all the updates, including: a new Beaches in Barbados, plans for a Beaches in Exuma, The Bahamas, and Beaches Runaway Bay in Jamaica – along with a sneak peek of the new Treasure Beach Village coming to Beaches Turks and Caicos.

Here’s a closer look …

Beaches Barbados

Joining existing sister properties Sandals Barbados and Sandals Royal Barbados, Beaches Barbados will open as the inaugural Beaches on the island. Breaking ground in late 2025, the new resort will offer 600 rooms – from king suites and two-queen designs to nearly 3,000-square-foot, four-bedroom suites complete with a private oceanfront balcony. Designed in ‘Bajan Style,’ a grand and luxurious take on Caribbean Georgian Style, the resort’s standout will include a dedicated ‘Main Street’ – a winding resort centre featuring dining and shopping opportunities, as well as family zones from outdoor performance stages to a modern sports bar and arcade.

Beaches Exuma

Set on 500 acres in the Out Islands, Beaches Exuma, expected to debut in 2027, will be the brand’s first appearance in The Bahamas. The brand is collaborating with the Bahamian government to finalize an agreement for the conversion of the resort from Sandals Emerald Bay. The transformation into Beaches Exuma will reconfigure the property’s 249 keys into a mix of accommodations, including multi-bedroom villa suites. The new resort will feature 12 restaurants, a Kids Camp, signature splash park, full-service Red Lane Spa, and the brand’s exclusive partnership with Sesame Street. Guests can also enjoy complimentary green fees at the Greg Norman-designed 18-hole Emerald Bay Golf Course.

Beaches Exuma (rendering)

Beaches Runaway Bay Resort 

Located midway between Ocho Rios and Montego Bay on Jamaica’s renowned North Coast, Beaches Runaway Bay will feature an estimated 400 one, two, three and four-bedroom suites and villas, designed with extended families in mind. Guests can expect dedicated wellness areas and new activities such as skateboarding, bike trails, a climbable treehouse and access to Runaway Bay Golf Club and its par-72, 18-hole championship golf course, plus organic farm-to-table dining.

Beaches Runaway Bay (rendering)

Treasure Beach Village at Beaches Turks and Caicos

Beaches Resorts will open the doors to a brand new village, Treasure Beach, at Beaches Turks and Caicos, bringing the property to 858 total keys across its soon-to-be six villages. The village is now accepting reservations; click here for more news about Treasure Beach Village at Beaches Turks and Caicos.

There’s also word of another Beaches coming to Jamaica. Other news from Sandals Resorts includes the recent expansion to the brand’s flagship resort in Jamaica, Beaches Negril, where the new three-story Firesky Reserve Villas welcome families of up to 10, complete with four bedrooms, living areas, a private pool and more, all steps from the sand. There’s also the Eventide Penthouse Collection, welcoming up to 16 guests with access to a rooftop terrace.

Beaches Negril’s Firesky Villas