In 2024, the Caribbean tourism sector encountered significant hurdles, as outlined by Adam Stewart, executive chairman of Sandals Resorts International. Among these challenges were the increased allure of European destinations and the implications of the U.S. presidential elections. These factors influenced travel trends and consumer behavior, creating a complex environment for businesses reliant on tourism. Nevertheless, November emerged as a record month for bookings, signaling a robust recovery and setting a positive tone for the upcoming year.
As the United States moved past its electoral season, indicators of a buoyant economy began to emerge. Stewart noted a growing correlation between leisure travel interest and stock market performance. “The stock market has rallied,” he remarked, suggesting that as consumer confidence rises, so too does the willingness to invest in travel experiences. This uptick in bookings suggests that 2025 could be a remarkable year for the industry.
In light of the positive booking trends, Sandals Resorts has initiated a comprehensive brand refresh, complete with a multimillion-dollar advertising campaign. Launching under the banner “Made of Caribbean,” this initiative aims to combat misconceptions surrounding the Sandals and Beaches brands. Many consumers peg Sandals solely as a destination for romantic getaways and wedding celebrations. Stewart emphasized the brand’s broader appeal, stating, “We do a lot of weddings, and we do a lot of honeymoons, but we’re way more than that.”
The campaign’s ethos challenges the notion that all-inclusive resorts isolate guests from the rich cultural tapestry of the Caribbean. Stewart is keen to encourage visitors to venture beyond the confines of the resorts. He believes that exploration enhances the travel experience, allowing guests to engage with the local landscape, including its mountains, rivers, and vibrant street markets. Thus, the “Made of Caribbean” campaign not only promotes the Sandals experience; it also invites tourists to immerse themselves in the authentic Caribbean lifestyle.
Developed in collaboration with the Chicago-based Leo Burnett agency, the “Made of Caribbean” campaign employs various advertising avenues, including television, digital media, print, and out-of-home placements. A noteworthy highlight was the campaign’s prominent visibility at New York’s Times Square during New Year’s Eve, reinforcing the brand’s commitment to penetrating key markets. This diversified approach amplifies the reach and resonance of the Sandals message, connecting with prospective customers across multiple platforms.
Simultaneously, Sandals Resorts is poised for expansion, with new developments at Beaches Exuma and Beaches Runaway Bay in Jamaica—both anticipated to elevate the brand’s offerings, though opening dates remain unannounced. The company is not just focusing on growth through new locations but is also committed to enhancing existing resorts. Stewart revealed plans for ongoing renovations over the next three years to update older properties, ensuring they meet the high standards set by the latest developments at Sandals Saint Vincent.
The Caribbean tourism industry is in a state of evolution, with Sandals Resorts at the forefront, adapting to emerging trends and consumer expectations. As the year progresses, the company’s dual emphasis on brand reinvention and strategic expansion positions it favorably for the future. By promoting a broader understanding of its offerings and encouraging deeper connections with the local culture, Sandals is not only strengthening its market presence but also enhancing the overall traveler experience.
With challenges on the horizon, the resilience and innovative spirit of Sandals Resorts signal optimism not just for the brand, but for the Caribbean tourism sector as a whole. As travelers look to rekindle their wanderlust, the initiatives by Sandals provide a compelling reason to choose the Caribbean as a premier destination.