Tropical climes, white-sand beaches, Creole cuisine (and rum) have made the Caribbean consistently popular with UK sunseekers, even in the face of recession and a rise in Air Passenger Duty, which has made Caribbean travel costlier.
This is partly due to its affordability and pioneering approach to all-inclusive holidays. In 1981, Jamaican born-and-bred Gordon ‘Butch’ Stewart turned a dilapidated hotel on Jamaica’s largest private white-sand beach into Sandals Montego Bay.
Now a leading brand in the all-inclusive and weddings and honeymoons sectors, 22 resorts sit under the Sandals umbrella. The newest, Emerald Bay Bahamas, officially opens on January 19 2010.
Sandals market development director Phil Dickinson says: “We were bracing ourselves for a tough 2009 but with promotions we’ve kept resorts at 80%-90% occupancy.”
In fact, Caribbean all-inclusive holidays enjoyed a good 2009, and the outlook for 2010 is promising.
Part of Sandals’ success is its ever-evolving product range. With 13 adults-only Luxury Included resorts in Jamaica, Bahamas, St Lucia and Antigua, Sandals launched family-friendly Beaches resorts in 1997, the upscale Royal Plantation Collection in 2004, and in 2008, it opened Grand Pineapple Beach Resorts in Antigua and Jamaica for the budget sector.
Innovative concepts keep the brand fresh, such as Stay at One, Play at All, where guests use facilities at nearby resorts, and Personalised Butler Service in high-category rooms. In 2009, Sandals launched Island Routes, working with local operators to organise excursions and from January 2010, six Martha Stewart Wedding Experiences will be available at Sandals and Beaches resorts.
As Dickinson says: “We are continually developing the highest levels of accommodation, service and surroundings to offer something for everyone.
“As a Caribbean, family-owned business with no shareholders, the focus is on the resorts. We’ve spent $250 million on upgrades alone in the past four years.”
Sandals resort reviews
What the agents said
“I know some people perceive Sandals to be a bit ‘Americanised’, and maybe impersonal, but I’ve always sold it as ultra-inclusive five-star luxury. However, I didn’t realise each property would be so unique and I was impressed with the choice of activities and food. As there are quite a few room categories, seeing the accommodation makes it easier to recommend the product.”
Margaret Rae, personal travel counsellor, Travel Counsellors
“I thought it would be American – a bit bold and brash. I didn’t think luxury and all-inclusive went together so I wasn’t expecting the fine food and wonderful suites. It’s genuinely all-inclusive, even water sports tuition and scuba-diving are free. With the addition of Island Routes showcasing attractions away from the beach, and the development of the budget Grand Pineapple brand, Sandals has a great product range, catering to all tastes.”
Tim Winkworth, product manager, Flight Centre
“I expected a one-size-fits-all holiday. Certain aspects link the resorts, such as the spas, but they are quite individ-ual. I thought it would feel artificially romantic, but there was a strong fun element. Seeing it certainly helps to sell it – you’re not just selling a room, you’re selling an experience. I can now focus on specifics such as fine dining or weddings when marketing ideas.”
Sonia Catalina Powell, senior marketing executive, Virgin Holidays
