xecutive E Travel The King of the Caribbean An Interview with Gordon “Butch” Stewart, Chairman, Sandals Resorts International, Kingston, Jamaica EDITORS’ NOTE Born in Kings- modernizing and refinement We were confident from the start, pri- ton and educated in Jamaica of the product, and we have marily because it’s a brand that our Sandals and England, Butch Stewart expanded the sizes of the customers demanded. Sandals resorts are founded Sandals Resorts in existing hotels. We’re just for couples only, and those couples wanted 1981, and Beaches Resorts a lit- about to break ground on our the same kind of product – the consistent tle more than a decade later in expansion in Antigua, taking quality, services, and facilities – but for 1994. that hotel from 193 bedrooms their families. And that’s what they have up to 380 rooms and adding a gotten with Beaches Resorts, just with a dif- COMPANY BRIEF Founded in conference center, a genuine ferent concept for different age groups. 1981 and based in Montego British pub, a lot of retail Is North America the key feeder Bay, Jamaica, Sandals Resorts shops, and the biggest pool in market for Sandals and Beaches? International (www.sandals. the eastern Caribbean. That Our markets continue to expand com) owns and operates a Gordon “Butch” Stewart hotel is on the most magnifi- around the globe. We’ve seen an increase dozen couples-only, ultra-all- cent beach you can find and in business from the Middle East, the Far inclusive resort hotels in the Caribbean. will have butler services, which we just East, Continental Europe, and, of course, The resorts, located in Antigua, the brought on line at the end of last year. the UK. We have an enormous foothold in Bahamas, Jamaica, and St. Lucia, offer Sandals resorts are all-inclusive, Canada. But the United States remains our upscale amenities such as gourmet din- which is unusual for properties in core market and our strength, and we are ing and activities including scuba diving the luxury hospitality sector. very happy about that. and golf. The company also owns four Yes, ultra-all-inclusive. We have the Have you been able to provide resorts under the Beaches brand name, best bedrooms in the business, and we your guests with the technological two in Negril, one in Ocho Rios and one obviously have things that other people services they demand? in Turks and Caicos. Beaches resorts don’t – scuba diving, water skiing, and Yes. We have responded to that cater to families with Kids Kamp pro- butler service. We have a comprehensive need. As usual, we do everything that’s grams, Xbox video game centers, water array of activities and entertainment, both important to our customers. theme parks, and nanny services. day and night. I think we pioneered the Are you pleased with the airlift Beaches is also home to the Beaches idea of offering quality spas in the your guests can get to your resorts? Resorts Caribbean Adventure with Sesame Caribbean; we elevated the standard for Have the airlines provided enough Street, which brings favorite characters the services, environment, and quality of transportation options for them? Elmo, Cookie Monster, Grover, Zoe, and spas when we refurbished our spas and There’s never enough lift, but there Bert & Ernie to the resorts year-round for put in a host of new services, treatments, has been a tremendous increase in recent daily activities and special live shows. and facilities. The response to our new years to most of the Caribbean. Our Red Lane spas has been tremendous. friends at American Airlines have tried The travel industry has faced a few Are conferences and meetings an hard in very difficult times, and no ques- challenges over the past few years. increasingly important part of your tion about it, they do a fine job. U.S. Air, When you look at travel to the business? Delta, and Continental are expanding too, Caribbean and your properties, did Oh, yes. We are very strategically which is great. Some of those airlines have you see a negative impact post 9/11? working on that concept. The new San- never ventured into the Caribbean or Not at all. We have had consistent dals Whitehouse in Jamaica has great facil- haven’t been there for many years, so it’s growth. We never slowed down. In fact, ities, and so does Sandals Grande Ocho good to see them spreading their wings. after 9/11, Sandals Resorts ran 80-percent Rios. After its expansion is completed, Your product could very well occupancies. Our take on it was that the Sandals Antigua will have everything in cross borders and be successful in public trusts our brand. While other folks the way of conference facilities, including other markets, yet you have re- were having occupancies in their 20s, we 10,000 square feet of banquet and meet- mained focused on the Caribbean. enjoyed 80-percent occupancies. ing space with its own kitchen. Sandals Will that trend continue? Do you envision your property Grande St. Lucian and Sandals Royal No question. We have maintained portfolio remaining relatively consis- Bahamian are established resorts with our focus on the Caribbean primarily tent, or will you open additional conference facilities, and of course our because our product takes a lot of person- properties? Beaches Turks and Caicos has become alized focus. We’re looking at the Far East The brand continues to get stronger; more and more popular for conferences. right now, but anything that we do will be we’re going through a big expansion, and Are you surprised at how well have been at it for the last five years. In the market has taken to the Beaches The daypool at Sandals Grande St. Lucian Spa & Beach tandem, we have done a great deal of brand of resorts? Resort 100 LEADERS POSTED WITH PERMISSION. COPYRIGHT © LEADERS MAGAZINE, INC. VOLUME 28, NUMBER 3 have been with us for years. I think that’s important and that’s how we have gained our strong position in the market. As your business has grown, have you had to change the way you manage your time or define your role? I don’t think I’ve changed much. I do have to get through more things over the course of any day, but experience has allowed me to make decisions more quickly. In other words, decisions come more naturally to me. Also, we have an enormous amount of senior people at our resorts; we have a strong, potent team. So the process of delegating the ownership of projects to people with a good level of accountability is easier. I don’t think I have ever been more potent in my ability to get things done. And I’m having a lot of fun. I get so much enjoyment out of exe- cuting things. The things we do make so many people – our guests – happy. After almost 40 years in the busi- ness world, do you ever take the time to step back and reflect upon your good fortune? Yes. I consider myself to be a “people person.” I’m very lucky that I get to spend done carefully so that it doesn’t take away I started in business in 1968 with air so much time with people – all the way from the personalized relationships that conditioners and then automotive prod- down to those on the service level at our we have with our guests. ucts, industrial equipment, and so on. A properties. That’s how I stay current. The hospitality industry is one in lot of the people who started with me in That’s good stuff. I’m very lucky. which it can be challenging to find those days are still with us. It’s a lot easier Do you have any plans to slow and retain talented people. Sandals to have long-term relationships than down? has many long-term employees and short-term relationships. And it’s a cer- Well, I might get bored if I did. Face has been able to find those talented tainty that those long-term folks know the it: You can’t fish every day, all day.• people. Is it the culture of the com- product inside out. The first two folks that pany that keeps your employees with I employed with Sandals are still with us, Sandals Grande St. Lucian Spa & Beach Resort (top); you? and there is a host of other people who Beaches Turks & Caicos Resort & Spa VOLUME 28, NUMBER 3 POSTED WITH PERMISSION. COPYRIGHT © LEADERS MAGAZINE, INC. LEADERS 101.