Gordon 'Butch' Stewart, Chairman, Sandals
Adam Stewart, CEO, Sandals
Gary Sadler, VP of Sales in North America, Sandals
Guests sit down to a three-course dinner.
Guests are worked into a frenzy, hoping their names get called for a Sandals giveaway.
The Honourable Chairman, Gordon “Butch” Stewart, and his team of Sandals sweet talkers wrapped up their cross Canada tour this week, wining and dining their long time lovers, Canadian travel agents. Over 500 GTA-based agents rendezvoused at the Toronto Congress Centre Wednesday night for a sit-down dinner and many appreciative speeches.
“We’re here to tell a story. A story that is 30 years in the making,” said Maureen Barnes-Smith, Sandals’ Canadian Sales Manager. The all-inclusive chain will celebrate their 30th anniversary on November 27th.
To mark the special occasion, Gary Sadler, Sandals’ V.P. Sales, North America, introduced the resorts’ brand new travel brochure. Take Off eh asked readers this week, “Is the travel brochure dead?” Well most of them and Gary certainly don’t think so. According to the word of Gary, whom colleagues teasingly refer to as Reverend Sadler, Sandals relies heavily on their brochures for marketing, as much as they rely on travel agent sales.
Attendees of the “grande” evening were taken on a Sandals journey as CEO, Adam Stewart, shared the history, milestones, and the future endeavors of the luxury brand. With reggae beats grooving in the background and Adam’s captivating Jamaican accent, guests were transported to the tropical island where it all began, 30 years ago. And what’s next? The company is planning $500 million worth of expansions and enhancements over the next 10 years.
It’s little wonder how the 30 year love affair between Sandals and its clan of devoted Canadian agents has lasted so long? Canada is the resorts’ 2nd largest and fastest growing market.
Apart from recognizing Caribbean tourist boards, partners, and tour operators like ACV, WestJet, and Thomas Cook, Sandals could not thank travel agents enough. “We believe travel agents are our best source of distribution. Today, 30 years ago, and 30 years from today,” said Kevin Froemming, President of Unique Vacations, a division of Sandals Resorts. In order to support their dedicated travel agent partners, Sandals refuses to work with online discounters such as Expedia – discounters that undercut agents, according to Froemming.
Following the series of speeches, the Chairman gave away more than 50 all-inclusive getaways, with the help of ACV, WestJet, and Thomas Cook. Travel agents were worked into a frenzy, waving serviettes in the air, standing on chairs, jumping up and down, and screaming, in hopes of walking away with a luxury all-inclusive vacation.
Sandals prides themselves for offering more quality inclusions over any other all-inclusive hotel group in the world. Another thing they should pride themselves in is the endless gratitude and generosity they continue to show their travel agent partners. Over 12,500 agents have been hosted on a Sandals FAM, and the company plans to continue this romantic affair for many years to come.
