UK Volume 20 Sandals Resorts Superbrands UK Annual Vol.20 the Water bar at Sandals Montego Bay, Jamaica. In September 2018, Sandals Resorts International announced that all 19 Sandals and Beaches Resorts would eliminate the 21,490,800 single-use plastic straws and stirrers used across the resorts each year by November 2018. Sandals acquired the Cap Estate Golf Club in St Lucia in 2018, which is currently being redesigned with the help of pro golfer, Greg Norman. The 18-hole Championship golf course will be the second partnership between the two global brands – Sandals and Norman – following the development of the golf course in Emerald Bay, The Bahamas. Promotion Sandals’ marketing activity is largely upweighted around the group’s key selling periods and uses a broad mix of media with the primary objective of acquiring new customers. Repeat guests are rewarded through the Sandals Select Rewards Programme, giving the most valuable customers access to a wide selection of offers – from room upgrades to free nights. Events are regularly held at the Sandals Luxury Travel Store in Chelsea, allowing Sandals the opportunity to interact with potential and existing customers as well as showcase exciting new product launches and updates. In 2018, a large customer profiling project was undertaken, which resulted in insightful customer persona profiles being created. 2018 also saw the launch of mobile responsive websites for Sandals and Beaches UK. As well as this, Sandals became the official sponsor of the West Indies cricket team. Looking forward, Sandals will increase its focus on growth throughout Europe; particularly in France, Germany and Italy. To achieve this, its online offering is currently being optimised to create an improved user experience. Brand Values Sandals Resorts was created with the vision of sharing the beautiful Caribbean with the world through Luxury Included ® holidays. Thirty-five years later, Sandals has achieved this by combining an authentic Caribbean holiday with all the luxury of a world-class, five-star resort – where the best of everything is always inclusive, all the time, anytime. Guests therefore have more time to relax and less time to worry about the finer details of their holiday. By offering luxury, innovation and choice, Sandals and Beaches Resorts have been at the f orefront of the Caribbean all-inclusive travel sector for 37 years . In an industry brimming with new contenders, the combined knowledge and experience of Sandals’ management team and resort staff has maintained its market-leading position Market Over 35 years ago, along the white-sand shores of Jamaica, a visionary with a passion to share his beautiful home with the world introduced the Luxury Included ® holiday. Today, Sandals Resorts sets itself apart by steering away from off-the-shelf five-star package holidays, to placing an emphasis on personal choice, always aiming to offer more for the price of the holiday. Sandals Resorts’ prices include 5-Star Global Gourmet ™ speciality restaurants, premium brand drinks, tips and taxes, in addition to land and water sports such as golf and complimentary scuba diving for certified divers. There are 16 Sandals Resorts created exclusively for ‘two people in love’ located in Jamaica, Saint Lucia, Antigua, the Bahamas, Grenada and Barbados. Its sister brand, Beaches Resorts, currently comprises three resorts in Jamaica and Turks & Caicos and caters for families, groups, couples and singles. Product In 2018, Sandals Resorts announced new additions to the company’s flagship resort, Sandals Montego Bay, including an Over the Water bar, Latitudes° and an Over the Water wedding chapel with a glass-bottomed aisle. Sandals Resorts launched the Caribbean’s first Over the Water Maldivian- style suites in Jamaica at Sandals Royal Caribbean Resort & Private Island in 2016, with more Over the Water additions at resorts in Jamaica and St Lucia thereafter. Sandals Montego Bay also benefited from new dining options including Butch’s Steak and Seafood, Jerk Shack and Soy, giving couples a wide choice of global gourmet cuisine. Nine new room categories were launched at Beaches Negril Resort and Spa in summer 2018 including the Tropical Beachfront Two-Bedroom Grand Butler Family Suite. The company’s newest resort, Sandals Royal Barbados opened in December 2017 featuring 222 butler and concierge level suites, a rooftop infinity pool, bowling alley and barber shop. Plans were also recently announced to develop another family-friendly Beaches Resort in Barbados. In addition, the tenth Wedding Inspiration service, Band of Gold, has been launched, giving brides and grooms inspiration when designing their weddings – assisting couples looking to be on trend, with a sense of metallic flair and modern elegance. Achievements In 2018, Sandals Resorts received an array of travel trade awards including the coveted Travel Company of the Year Award and Hotel & Resort Operator of the Year, for the tenth consecutive year, at the TTG Awards. Sandals Resorts also took home the award for Best All Inclusive Resort Operator at the Travel Weekly Globe Awards, amongst others. The company was also awarded 10 gongs at the prestigious World Travel Awards including Caribbean’s Leading Hotel Brand 2018, Caribbean’s Leading All-Inclusive Family Resort 2018 for Beaches Turks & Caicos Resort Villages & Spa and the Caribbean’s Leading Resort 2018 for Sandals Barbados, amongst others. Sandals Resorts’ philanthropic arm, The Sandals Foundation, is celebrating its tenth anniversary in 2019. The organisation aims to unite the region with one common goal: to elevate its people and protect its delicate ecosystem under the pillars of community, education, and the environment. Sandals Foundation has implemented projects and programmes valued at over US $46m. Sandals Resorts is the only hotel chain in the world to have six resorts holding Master Certification from EarthCheck, the world’s leading scientific benchmarking, certification and advisory group for sustainability in travel and tourism. Six resorts hold Platinum, three hold Gold and three hold Silver EarthCheck Certifications. Recent Developments Sandals Resorts is currently developing plans for the company’s fourth resort in Saint Lucia. The new property will include the island’s first rooftop infinity-edge sky pool with 360° views of the island’s beautiful north coast. It is also the first Sandals property to have continuous winding river pools surrounding every room block, all with unobstructed access to the main pool. Over the Water additions have opened at Sandals South Coast with 12 new Over the Water bungalows at the end of 2017 as well as an Over the Water wedding chapel and Over Brand History 1981 Sandals Montego Bay, the flagship resort, opens with Sandals Inn in Montego Bay launching four years later. 1986 Sandals Royal Caribbean opens becoming the only resort in Jamaica with a private island. Three years later, Sandals Ochi makes its debut in ‘Butch’ Stewart’s hometown. 1991 Sandals Grande Antigua – the first destination outside of Jamaica to have a Sandals presence – opens. 1994 Sandals Halcyon in Castries, Saint Lucia opens with Sandals Royal Bahamian in Nassau, Bahamas launching two years later. 1997 Sandals introduces its first family resort in Jamaica, as Beaches Negril opens its doors. Beaches Turks & Caicos opens in Providenciales, becoming the second family resort. 2002 Both Sandals Grande St. Lucian, Saint Lucia and Beaches Ocho Rios, Jamaica open. 2005 Sandals South Coast, Jamaica opens with Grand Pineapple Beach Resort in Negril, Jamaica launching three years later. 2009 The Sandals Foundation is announced. 2010 Sandals Emerald Bay, Great Exuma, Bahamas opens. 2013 Sandals LaSource Grenada opens and Sandals Barbados is acquired. Two years later, Sandals Barbados opens following an extensive renovation project. 2016 Sandals opens its first ever, dedicated high street retail experience, Sandals Luxury Travel Store, in Chelsea, London. 2017 Sandals Royal Barbados opens. 2018 Sandals launches a tour operation in the UK.