Superbrands UK Annual Vol.20 Sandals Resorts

Brand History

1981 Sandals Montego Bay, the fl agship resort, opens with Sandals Inn in Montego Bay launching four years later.

1986 Sandals Royal opens becoming the only resort in with a private island. Three years later, Sandals Ochi makes its debut in ‘Butch’ Stewart’s hometown. By offering luxury, innovation and choice, Sandals and Beaches Resorts have been at the 1991 Sandals Grande Antigua – the fi rst forefront of the Caribbean all-inclusive travel sector for 37 years. In an industry brimming destination outside of Jamaica to have a Sandals presence – opens. with new contenders, the combined knowledge and experience of Sandals’ management team and resort staff has maintained its market-leading position 1994 Sandals Halcyon in Castries, opens with Sandals Royal Bahamian in Nassau, Bahamas launching two years later.

Market Operator of the Year, for the tenth consecutive 1997 Sandals introduces its fi rst family Over 35 years ago, along the white-sand shores year, at the TTG Awards. Sandals Resorts also resort in Jamaica, as Beaches of Jamaica, a visionary with a passion to share took home the award for Best All Inclusive opens its doors. Beaches Turks his beautiful home with the world introduced Resort Operator at the Travel Weekly Globe & Caicos opens in Providenciales, the Luxury Included® holiday. Today, Sandals Awards, amongst others. The company was becoming the second family resort. Resorts sets itself apart by steering away from also awarded 10 gongs at the prestigious off-the-shelf fi ve-star package holidays, to placing World Travel Awards including Caribbean’s 2002 Both Sandals Grande St. Lucian, an emphasis on personal choice, always aiming infi nity pool, bowling alley and barber shop. Leading Hotel Brand 2018, Caribbean’s Leading Saint Lucia and Beaches Ocho Rios, to offer more for the price of the holiday. Plans were also recently announced to develop All-Inclusive Family Resort 2018 for Beaches Jamaica open. Sandals Resorts’ prices include 5-Star Global another family-friendly Beaches Resort in . Turks & Caicos Resort Villages & Spa and the Gourmet™ speciality restaurants, premium brand Caribbean’s Leading Resort 2018 for Sandals 2005 Sandals South Coast, Jamaica opens drinks, tips and taxes, in addition to land and In addition, the tenth Wedding Inspiration service, Barbados, amongst others. with Grand Pineapple Beach Resort water sports such as golf and complimentary Band of Gold, has been launched, giving brides in Negril, Jamaica launching three scuba diving for certifi ed divers. There are and grooms inspiration when designing their Sandals Resorts’ philanthropic arm, The Sandals years later. 16 Sandals Resorts created exclusively for weddings – assisting couples looking to be on trend, Foundation, is celebrating its tenth anniversary ‘two people in love’ located in Jamaica, with a sense of metallic fl air and modern elegance. in 2019. The organisation aims to unite the 2009 The Sandals Foundation is announced. Saint Lucia, Antigua, , region with one common goal: to elevate and Barbados. Its sister brand, Beaches Resorts, Achievements its people and protect its delicate ecosystem 2010 Sandals Emerald Bay, Great Exuma, currently comprises three resorts in Jamaica and In 2018, Sandals Resorts received an array of travel under the pillars of community, education, Bahamas opens. Turks & Caicos and caters for families, groups, trade awards including the coveted Travel and the environment. Sandals Foundation has couples and singles. Company of the Year Award and Hotel & Resort implemented projects and programmes valued 2013 Sandals LaSource Grenada opens and at over US $46m. Sandals Barbados is acquired. Two years Product later, Sandals Barbados opens following In 2018, Sandals Resorts announced new additions Sandals Resorts is the only hotel chain an extensive renovation project. will be the second partnership between the websites for Sandals and Beaches UK. As well to the company’s fl agship resort, Sandals Montego in the world to have six resorts holding Master two global brands – Sandals and Norman – as this, Sandals became the offi cial sponsor Bay, including an Over the Water bar, Latitudes° Certifi cation from EarthCheck, the world’s 2016 Sandals opens its fi rst ever, dedicated following the development of the golf course of the West Indies cricket team. and an Over the Water wedding chapel with leading scientifi c benchmarking, certifi cation high street retail experience, Sandals in Emerald Bay, The Bahamas. a glass-bottomed aisle. Sandals Resorts launched and advisory group for sustainability in travel Luxury Travel Store, in Chelsea, London. Looking forward, Sandals will increase its focus on the Caribbean’s fi rst Over the Water Maldivian- and tourism. Six resorts hold Platinum, three Promotion growth throughout Europe; particularly in France, style suites in Jamaica at Sandals Royal Caribbean hold Gold and three hold Silver EarthCheck 2017 Sandals Royal Barbados opens. Sandals’ marketing activity is largely upweighted Germany and Italy. To achieve this, its online Resort & Private Island in 2016, with more Certifi cations. around the group’s key selling periods and uses offering is currently being optimised to create Over the Water additions at resorts in Jamaica a broad mix of media with the primary objective an improved user experience. and St Lucia thereafter. Recent Developments 2018 Sandals launches a tour operation of acquiring new customers. Repeat guests are Sandals Resorts is currently developing plans in the UK. rewarded through the Sandals Select Rewards Brand Values Sandals Montego Bay also benefi ted from for the company’s fourth resort in Saint Lucia. Programme, giving the most valuable customers Sandals Resorts was created with the vision new dining options including Butch’s Steak The new property will include the island’s fi rst access to a wide selection of offers – from room of sharing the beautiful Caribbean with the and Seafood, Jerk Shack and Soy, giving couples rooftop infi nity-edge sky pool with 360° views the Water bar at Sandals Montego Bay, Jamaica. upgrades to free nights. Events are regularly held world through Luxury Included® holidays. a wide choice of global gourmet cuisine. of the island’s beautiful north coast. It is also In September 2018, Sandals Resorts International at the Sandals Luxury Travel Store in Chelsea, Thirty-fi ve years later, Sandals has achieved the fi rst Sandals property to have continuous announced that all 19 Sandals and Beaches Resorts allowing Sandals the opportunity to interact this by combining an authentic Caribbean Nine new room categories were launched winding river pools surrounding every room would eliminate the 21,490,800 single-use with potential and existing customers as well holiday with all the luxury of a world-class, at Beaches Negril Resort and Spa in summer block, all with unobstructed access to the plastic straws and stirrers used across the as showcase exciting new product launches fi ve-star resort – where the best of everything 2018 including the Tropical Beachfront main pool. resorts each year by November 2018. and updates. is always inclusive, all the time, anytime. Guests Two-Bedroom Grand Butler Family Suite. therefore have more time to relax and less time Over the Water additions have opened Sandals acquired the Cap Estate Golf Club In 2018, a large customer profi ling project to worry about the fi ner details of their holiday. The company’s newest resort, Sandals Royal at Sandals South Coast with 12 new Over the in St Lucia in 2018, which is currently being was undertaken, which resulted in insightful Barbados opened in December 2017 featuring Water bungalows at the end of 2017 as well redesigned with the help of pro golfer, Greg customer persona profi les being created. 222 butler and concierge level suites, a rooftop as an Over the Water wedding chapel and Over Norman. The 18-hole Championship golf course 2018 also saw the launch of mobile responsive superbrands.uk.com sandals.co.uk