ITC Classics is to relaunch Complete Caribbean as a trade-focused brand selling only Sandals resorts. ITC bought the Caribbean specialist after it went into administration last year.


ITC chairman Drew Foster said: “We didn’t know what we were going to do with it initially we bought it for the forward bookings.”


However, Foster said ITC was keen to use Complete Caribbean’s high-quality staff to process the overflow of ITC bookings, while the operator considered its future.


“Over the years Sandals has built a better product, which is my style of luxury,” said Foster.


As Sandals moves away from the all-inclusive tag, rebranding itself as ‘luxury included’, Foster said Complete Caribbean gave the companies an opportunity to work together to project Sandals in a different way.


ITC Classics hasn’t previously sold Sandals, but taking into account today’s competitive market, Foster said: “You need to diversify and get your business where you can. As an operator you have to have expertise in your sphere but encompass other things.”


Foster said an 80-page Complete Caribbean brochure is to be launched at the end of the month and said he wants the brand to be seen as an ITC product. “We will be heavily marketing through the trade,” he said.


It is hoped that the relationship with ITC will boost sales of Sandals through independent agents.


Jo Fenton, ITC Classics with travel consultants Carol McAleese, Annette Ludlow, Fiona Clarke and Naomi Laird from Insurance and Travel Services, Northern Ireland


ITC Classics took its best-selling agents (pictured) to Tenerife for a gala weekend to celebrate their achievements. From left are Jo Fenton, ITC Classics; travel consultants Carol McAleese, Annette Ludlow, Fiona Clarke and Naomi Laird from Insurance and Travel Services, Northern Ireland