Adam Stewart Takes Stock of Sandals Resorts' 40th Anniversary

Ask any travel advisor to name Caribbean hotel companies with great brand loyalty, and Sandals Resorts will likely be near the top of the list. Now, as the company celebrates its 40th anniversary, Adam Stewart, executive chairman at Sandals Resorts International, shares his insight about the hotelier’s long-standing success — and how the brand will continue to work with travel advisors during COVID-19. 

How would you describe Sandals’ continued popularity? 

We’ve had an amazing 40-year history of innovation and love that stems from a simple mantra of exceeding our guests’ expectations, the philosophy my dad [Gordon “Butch” Stewart] built this business upon. And I can honestly say that it’s because of this single mindset, that we’ve never rested upon our laurels and have continued to out-innovate and out-perform ourselves, year after year. And that’s what keeps us at the top: always putting the customer first and constantly finding new ways to enhance the customer experience.  

What does your company’s success say about the Caribbean overall? 

I think our success has demonstrated two things. First, we set the benchmark and are the standard-bearer for ‘best in class’ in the all-inclusive resorts category, the fastest-growing sector in the hospitality space. 

We have proven that what is created in the Caribbean, by Caribbean people, can compete as successfully on the world stage as any brand anywhere.

And secondly, we have proven that what is created in the Caribbean, by Caribbean people, can compete as successfully on the world stage as any brand anywhere. So, we lead by example, and more than that — when we take our style of luxury all-inclusive vacationing to new destinations in the Caribbean, we shine a light on that island. In that way, we are the rising tide that lifts all the boats in our diverse and expansive region in the world.

How would you describe the evolution of the all-inclusive hotel concept in the Caribbean? 

The one thing that remains constant is that innovation fuels this company, and so the product has evolved incredibly over the last four decades. I could walk you through some incredible Sandals’ firsts, from the invention of the swim-up pool bar to our stand-alone restaurants and groundbreaking ideas such as the “stay at one, play at more” concept that allows guests staying at one Sandals to enjoy the amenities of neighboring Sandals properties, but I think the biggest transformation of the Sandals experience came when we made the decision to become an even more luxury-included resort experience. 

How has the pandemic affected your approach to hospitality?

When the pandemic struck, the borders of the entire Caribbean closed for the first time in 70 years. We are island nations and when borders close, imports stop. Our tourism community came together in a way that was actually beautiful. We were having conversations that were holistic and at the highest levels. 

So yes, the pandemic was a challenge, but it gave us — leaders of the private and public sectors — an opportunity to pause and reflect on what is important, instilling confidence and inspiring hope in our people and in the Caribbean.

We kept our entire workforce, and we made the decision to demonstrate our confidence in our comeback through significant investment in Caribbean tourism, spending millions to reimagine Sandals Royal Bahamian and acquiring four new properties during the downturn into new destinations, such as Curacao.

At Sandals, we lived what we preached. We kept our entire workforce, and we made the decision to demonstrate our confidence in our comeback through significant investment in Caribbean tourism, spending millions to reimagine Sandals Royal Bahamian and acquiring four new properties during the downturn into new destinations, such as Curacao. 

How would you describe your relationship with travel advisors?

My dad always said that Sandals has had a love affair with travel advisors. That will never change. We believe deeply in the power of travel advisors. They know their clients best and they know our properties best and can match the right customer to the right hotel. 

We believe in the power of partnership. That is why through all this, we continuously championed business continuity, working with airline partners to bring lift back to the Caribbean and staying top of mind in the marketplace by training and developing more travel advisors and team members than ever before.

Your many travel advisor programs are also important, right? 

Travel agents are full partners in our success. We are excited that our popular Back to the Beach program will continue, bringing advisors to the resorts where they can host live booking events to their clients back in the U.S. This has been an incredibly effective way to educate travelers on the current protocols Sandals has in place.

Advisors know that instilling confidence is critical. That’s why we’re especially pleased to have extended our groundbreaking Sandals Vacation Assurance, the industry’s most comprehensive vacation protection program, featuring an industry-first guarantee of a free replacement vacation including airfare should a guest be impacted by a COVID-19-related travel interruption while on resort. 

This is now available to guests who book any Sandals Resorts or Beaches Resorts by March 31, 2022, for travel throughout 2022. It’s another example that we will do whatever it takes to continue to earn their trust so advisors can sell us confidently, and guests can focus on what truly matters: quality time in our beautiful Caribbean with the ones they love most.