In 2024, the Caribbean tourism sector encountered significant challenges, driven primarily by an increased interest in European travel and the distractions posed by the U.S. presidential elections. Adam Stewart, executive chairman of Sandals Resorts International, pointed to these factors as critical elements influencing travel patterns and consumer behavior during this period. Nevertheless, the industry displayed remarkable resilience, with the month of November registering the highest bookings ever for Sandals Resorts. This surge in interest sets the stage for what Stewart envisions as a thriving 2025, indicating a notable rebound following the uncertainties of the previous year.
Stewart noted a palpable shift in booking momentum once the U.S. elections concluded. As consumer confidence returned and the stock market rallied, travel enthusiasts showed an increased propensity to make leisure investments, particularly in Caribbean vacations. The correlation between consumer spending in the travel sector and stock market performance has been documented, implying that a positive economic outlook fosters greater willingness among consumers to spend on travel. By January, Sandals experienced a significant uptick in bookings, fueling optimism about the upcoming year.
Amid the evolving landscape, Sandals Resorts launched a comprehensive brand overhaul and a multimillion-dollar advertising campaign under the slogan “Made of Caribbean.” This ambitious initiative aims to redefine consumer perceptions surrounding the Sandals and Beaches brands, which have long been associated primarily with romantic getaways such as honeymoons and weddings. Stewart emphasizes that while these offerings represent a portion of Sandals’ clientele, the brand encompasses a far broader spectrum of experiences, catering to diverse preferences, including family vacations, adventure seekers, and cultural explorers.
One of the most critical aspects of Stewart’s vision is to challenge the stereotype that all-inclusive resorts create a barrier between guests and authentic local culture. Sandals encourages visitors to venture beyond resort boundaries, promoting exploration of the natural beauty, vibrant street food, skilled artisans, and rich communities that the Caribbean has to offer. This philosophy aligns with the broader movement towards sustainable tourism, where travelers are encouraged to engage with local cultures rather than isolating themselves in resort enclaves.
The “Made of Caribbean” campaign, crafted in collaboration with Chicago-based advertising agency Leo Burnett, encompasses a multi-faceted approach that includes television, digital, print, and social media strategies. Notable placements, such as their advertising presence in Times Square on New Year’s Eve, illustrate Sandals’ commitment to making a lasting impression on potential travelers. This campaign not only promotes Sandals Resorts but also enhances the visibility of the Caribbean as a vibrant travel destination, inviting travelers to immerse themselves in the region’s rich culture and idyllic landscapes.
Sandals’ forward-looking approach doesn’t end with branding. The company is actively pursuing expansion, with new projects including Beaches Exuma in the Bahamas and Beaches Runaway Bay in Jamaica. Although specific opening dates have not been revealed, these developments suggest a continued investment in the Caribbean tourism narrative. Concurrently, existing resorts are undergoing renovations to elevate guest experiences further, with a strategic focus on harmonizing the offerings of new resorts with the successful attributes of renovated properties like Sandals Dunn’s River and Sandals Saint Vincent.
As 2025 approaches, the Caribbean tourism sector finds itself at a crossroads brimming with opportunity. The convergence of enhanced consumer confidence, a refreshed brand identity, and ongoing expansion efforts positions Sandals Resorts as a key player in the region’s tourism revival. With meticulous attention to both traveler experiences and cultural authenticity, Sandals is not only shaping the future of its brand but also contributing significantly to the broader Caribbean tourism landscape. Optimism prevails as stakeholders look ahead to capitalize on the potential for vibrant growth and renewed interest in one of the world’s most cherished vacation destinations.