Global Sales Conference Fuels Sandals Innovation
Travel advisors have a reason to celebrate as Sandals and Beaches Resorts mark a milestone with their 2025 Global Sales Conference held in Jamaica from January 8-12. Organized by Unique Vacations, Inc.—the worldwide representative of these iconic brands—the event gathered over 200 business development managers, company executives, industry leaders, and government officials. The conference was an immersive celebration of a refreshed Caribbean-forward vision and strategic direction that promises to boost productivity and maximize sales in the competitive travel industry.
At the heart of the conference were keynote presentations, interactive workshops, and exclusive experiences that provided travel advisors with insights into the new product developments and innovative offerings that set Sandals and Beaches Resorts apart. Senior executives from Sandals Resorts International (SRI) and Unique Vacations, Inc. shared their perspectives on emerging trends and strategies to overcome challenges such as climate change and supply chain disruptions. The event also featured special remarks from Jamaica’s Minister of Tourism, The Hon. Edmund Bartlett, who emphasized the country’s growing appeal to travelers. Bartlett proudly noted that in just the first eight days of the season, Jamaica welcomed over 125,000 visitors—a significant 1.8 percent increase over the same period in 2023.
Brandon Townsley, Vice President and Managing Director of North America for Celestyal (an affiliate of Unique Vacations, Inc.), thanked advisors for their support over the past 10 years, underscoring the importance of their role in making the brands a top choice for travelers. He noted, “After record trade booking numbers last year, the complete refresh of our fleet, a new brand identity, new website and trade portal, and the launch of a new region and year-round operations, there has never been a better time to get on board with us.”
Adding to the excitement, Sandals announced the launch of its new social media advocacy platform, WAVE, powered by Ambassify software. This invitation-only app and desktop program is designed to equip travel advisors with content management, performance tracking, and AI customization features to enhance their social media efforts and drive business impact. As a pilot program for 2025, WAVE will initially be available to select advisors before a wider rollout, positioning the brand at the cutting edge of digital marketing in the travel sector.
Further elevating the advisor experience, Sandals unveiled its “Made of Caribbean” global campaign, created by Leo Burnett. This evolved visual identity features updated marketing collateral—from brochures and car wraps to toolkits—that reflects the modern Caribbean lifestyle. The branding resonates with the unique product offering of Sandals 2.0, which includes new suite types such as four-bedroom butler villas and Skypool suites with rooftop terraces in Jamaica, alongside enhanced food and beverage offerings. These innovations reinforce Sandals’ commitment to leading the all-inclusive industry while promoting the Caribbean as a top travel destination.
A refreshed travel advisor and agency partner program, Sandals Elite Advisor (S.E.A.), was also launched during the conference. The S.E.A. program offers advisors dedicated local business support, specialized call center services, and a dedicated travel advisor portal. Advisors can earn exclusive benefits and bonuses through commissionable travel bookings of three nights or longer, driving further engagement and loyalty.
The conference culminated with an awards ceremony recognizing outstanding achievements, including the National BDM of the Year, the Industry Award of Excellence, and the Chairman’s Award. In addition, a contest was announced where selected travel advisors can win a five-night, all-inclusive stay in a butler suite at Sandals Saint Vincent and the Grenadines, plus an airfare credit.
As travel advisors leave the event inspired and equipped with the latest tools and insights, the 2025 Global Sales Conference has firmly set the stage for a transformative year for Sandals and Beaches Resorts. For more information and resources, advisors are encouraged to visit taportal.sandals.com.
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