There is never any shortage of exciting new offerings and developments with Sandals Resorts, for both travellers and travel advisors. In this week’s Take 5, we sit down with Maureen Barnes-Smith, Vice President, Sales & Marketing, Canada at Unique Vacations Canada Inc., Affiliate of Unique Travel Corp, worldwide representatives of Sandals Resorts and Beaches Resorts, to discuss everything exciting and new during what the company calls Sandals 2.0. 

1. There’s always something new with Sandals. What are three new developments that Canadian travel agents absolutely must know?

“Earlier this month, we launched our new Sandals Elite Advisor (S.E.A.) Program. The refreshed program has upgraded status tiers and exclusive benefits including on-resort discounts and complimentary nights. As well, there are some new easy-to-use tools on the Sandals Travel Advisor Portal, including an updated dashboard with dials to show the number of total lifetime bookings plus travelled and future bookings for the year. There’s also a helpful new dial to track revenue for the current year, which is extremely important for an advisor to see their path toward potential membership in the Chairman’s Royal Club (C.R.C)

“Secondly, our Sandals Car Wrap program also has a whole new collection of refreshed, bold designs for Canadian travel advisors to choose from. For those advisors who have been thinking about maybe joining the program and getting a complimentary Sandals or Beaches wrap for their vehicle, there’s no better time than right now. And yes, I did say complimentary! We will wrap the vehicle for free, a value of US$5,000 at absolutely no cost to the travel advisor. The car wraps are so much more than pretty pictures; they are literally and figuratively ‘moving billboards’ that promote their travel business 365 days a year and align themselves with the power of the Sandals brand. It’s a highly effective sales tool. There’s nothing I enjoy more than when a travel advisor shares a car wrap success story with me and my team, of getting approached by potential clients everywhere from the gas station to the grocery store parking lot. It happens to me all the time, so I know it works!

Sandals Car Wrap

“Thirdly, at the end of last year, we unveiled an exciting new global campaign ‘Made of Caribbean,’ which allows Sandals and Beaches Resorts to showcase the vibrant soul, rich traditions and natural beauty of the region. As a proud Caribbean company, the campaign also highlights the brands’ commitment to be a champion for the islands and its people, something they’ve already been doing for over four decades. It’s not just a traditional advertising campaign – it’s also an open invitation to connect people from around the world to the real Caribbean. The new campaign is designed to inspire travellers through authenticity, expertise and a genuine connection to the islands.”

2. Sandals has so many resorts, room categories and product offerings. What’s the best way for travel advisors to stay informed?

“Training, training and more training! Canadian travel advisors who take the time to learn about our product, to learn and truly understand the Sandals difference and the real value it provides to their clients – and more importantly – those who commit to selling Sandals and Beaches Resorts are also our most successful (and profitable) ones. Trust me when I say this is not a coincidence.

“We have various training options, so advisors can pick one (or more) that works best with their individual learning style. From personal sessions with their local Sandals Business Development Manager (either one-on-one or for the entire agency) to online training available 24/7 on the Sandals Travel Advisor portal (which can be completed on their own timetable), there is no shortage of opportunities to increase product knowledge and learn new sales and marketing tips that will ultimately help grow their Sandals and Beaches business. We’re also gearing up for the Spring launch of our 2025 Sandals Masterclass series, designed and created exclusively for Canadian travel advisors by the one and only Lorna Richards, our National Training Manager here in Canada. Stay tuned for details coming soon, including dates for in-person sessions in select cities.

“And of course, nothing beats experiencing our product in person. When a travel advisor sees, touches, tastes and lives the Sandals and Beaches experience, either on a FAM hosted by their local BDM or on their own as part of the ‘Points to Paradise’ reward program, they are investing in their future success in selling our resorts. Full stop.  While I can’t get into specifics at the moment, what I can say is that we’ve got some exciting opportunities for Canadian travel advisors to visit our resorts throughout 2025 – details to follow!”

3. What promotions and/or incentives are you currently running?

“A very robust ‘Jamaica Sale’ is currently running across all seven Sandals resorts on the island. Sandals is a proud Jamaican company that loves to showcase the best that their home island – and my home island too – has to offer. The scenic beauty, the genuinely warm and friendly hospitality, the culinary scene, the authentic experiences waiting for guests, both on and off the resort. Available for new bookings made now through March 9, 2025 – and for travel all the way up to Dec. 31, 2027 – travellers can save up to $1,250 off their next Sandals vacation in Jamaica with added perks including a free catamaran cruise for two and one free night on select resorts. Plus, with so many recently renovated rooms and suites at every single Sandals resort in Jamaica, it’s a great time to plan a visit.”

4. Which resorts are selling particularly well for 2025? What should travel advisors know about them?

“Sandals Saint Vincent and the Grenadines – our newest resort – has been so well received by our guests since it opened its doors almost a year ago. The destination itself is very appealing – it’s a true hidden gem in the Caribbean – and when paired with the power of the Sandals brand as the first all-inclusive on the main island of Saint Vincent? It’s been simply amazing.

Sandals Saint Vincent and the Grenadines

“Sandals Saint Vincent and the Grenadines boasts more ‘Sandals Firsts’ than any other resort we’ve opened including two-story overwater villas, airport transfers via boat for Butler Suite guests, innovative new dining concepts just to name a few. In fact, several top consumer travel publications have added both the resort and the destination to their ‘Best Places to Visit in 2025’ lists – and it’s no surprise why. It’s truly an unforgettable, magical vacation experience!

“Also, Sandals Ochi is a long-time Canadian favourite and it continues to do well. The resort has introduced brand new two- and four-bedroom butler villas, which are perfect for friends or family travelling together. All new bookings made now through Dec. 31, 2025 (and for travel through Dec. 31, 2027) in these two specific room categories (NG2 and 4N1) will enjoy a special ‘FOMO: Fear of Missing Ochi’ package that includes a VIP Beach Club Day, In-Villa Private Dining with a chef-curated menu, US$350 experiences credit with Island Routes to explore Ocho Rios and more.”

Sandals Ochi, Butler Villa Pool

5. What’s the one thing that travel advisors and travellers would be surprised to learn about Sandals and Beaches Resorts?

“I think most people would be surprised to know that Sandals Resorts International has a lot of undeveloped land right across the Caribbean, ripe for the company’s growth and expansion. Our late Founder and Chairman, the Hon. Gordon ‘Butch’ Stewart, had the visionary foresight to purchase untouched real estate on the best beaches on various islands, many of which do not currently feature a Sandals or Beaches resort. Under the dynamic leadership of Executive Chairman Adam Stewart, we are now in an incredibly exciting era of ‘Sandals 2.0’ with lots of opportunities to continue to bring the best of the Caribbean to the world and to the bring the world to the Caribbean. Stay tuned!”

For more information about Sandals and Resorts, go to www.taportal.sandals.com.