Boosting Sales in Paradise: Insights from the 2025 Global Sales Conference
In January 2025, the stunning landscapes of Jamaica served as the backdrop for a remarkable gathering of over 200 travel industry professionals at the 2025 Global Sales Conference. Organized by Unique Vacations, Inc.—the worldwide representative of Sandals and Beaches Resorts—this five-day conference at Sandals South Coast aimed to invigorate travel advisors with innovative strategies and insights aimed at enhancing productivity and maximizing sales.
A Vision for the Future
The conference centered around the theme of a refreshed Caribbean-forward vision, showcasing new developments within the Sandals and Beaches brands. Keynote presentations, workshops, and exclusive experiences allowed attendees to immerse themselves in the evolving strategies and offerings that would define their sales pitches in the coming year.
During his address, the Hon. Edmund Bartlett, Jamaica’s Minister of Tourism, underscored the importance of travel advisors in sustaining Jamaica’s flourishing tourism sector. He highlighted that a record-breaking 125,000 visitors flocked to the island within the first week of 2025 alone, signaling a promising start for the travel industry. "Your role as the sales team is more crucial than ever,” Bartlett stated, urging attendees to leverage their influence in promoting Jamaica and Sandals Resorts as top travel choices.
Industry Giants Take the Stage
Among the esteemed speakers was Adam Stewart, Executive Chairman of Sandals Resorts, who illustrated the brand’s robust growth and its positive impact on the Caribbean region. He praised the expansion of airlift services to destinations like Saint Vincent and the Grenadines, attributing it to Sandals’ strategic initiatives. Stewart also articulated a broader vision for the brand, encapsulating what he described as “Sandals 2.0,” a commitment to perpetual evolution and luxury enhancement within the resorts.
Furthermore, the conference featured addresses by industry stalwarts like Adam Duckworth, founder of Travelmation, and Stephen McGillivray, CMO of Travel Leaders, who provided additional insights on navigating the changing landscape of travel sales.
WAVE: Revolutionizing Social Media Advocacy
One of the groundbreaking developments unveiled was WAVE, Sandals’ new social media advocacy platform designed exclusively for travel advisors. Utilizing Ambassify software, this program aims to empower advisors with tools for effective social media marketing. Features such as content management, performance tracking, and AI-assisted customization will enable advisors to maximize their impact in the digital sphere.
Scheduled for a pilot launch in 2025, WAVE is set to transform how travel advisors connect with potential clients, providing them with the means to enhance their business outreach and sales techniques.
Embracing the "Made of Caribbean" Campaign
In addition to the technological advancements, Sandals introduced its latest global marketing initiative: “Made of Caribbean.” Created in partnership with Leo Burnett, this campaign represents a significant evolution in Sandals’ branding and marketing materials. The refreshed visual identity will adorn brochures, promotional collateral, and even on-site experiences, helping travel advisors effectively convey the allure of the Caribbean to their clients.
Alongside this campaign, improvements in resort offerings include luxurious suite types and heightened culinary experiences, further solidifying Sandals’ reputation as a leader in the all-inclusive travel sector.
Elevating Advisor Relationships
Recognizing the invaluable role of travel advisors, Sandals has revamped its Sandals Elite Advisor (S.E.A.) program. The program is designed to acknowledge advisors’ contributions and provide them with enhanced resources and support for trip planning. S.E.A. members will benefit from dedicated local business development support, a specialized call center, and an exclusive portal aimed at simplifying bookings.
The program also includes tiered recognition that rewards advisors for their booking achievements, fostering loyalty and encouraging continuous partnership with Sandals and Beaches.
Celebrating Excellence
The conference culminated in a vibrant awards ceremony, celebrating the outstanding achievements of business development managers and travel advisors who have driven sales and strengthened partnerships in the past year. Notable awards included the National BDM of the Year presented to James Ayres III, and the Industry Award of Excellence awarded to Alice McCalla. Such accolades not only highlight individual accomplishments but also reaffirm the collaborative nature of the travel industry.
Incentives to Inspire Advisors
To further encourage travel advisors, Sandals announced a contest rewarding four U.S. and two Canadian advisors with an all-inclusive stay at Sandals Saint Vincent and the Grenadines. Advisors with the highest sales of 2025 bookings to this location will be eligible for this luxurious experience, coupled with airfare credits.
Furthermore, advisors can earn commission incentives, including bonuses for new bookings made directly through Unique Vacations. The anticipated financial rewards serve to motivate advisors in achieving their sales goals amidst a bustling peak travel season.
As the conference unfolded, it became clear that the collaboration between travel advisors and Sandals Resorts is set to reach new heights in 2025, offering travelers unforgettable experiences in the Caribbean. The initiative not only strengthens individual businesses but also enhances the overall growth of the travel sector, laying the groundwork for a successful future.