TORONTO — “My father taught me many, many years ago to never waste a good crisis.”
Taking that advice from Sandals founder Gordon ʻButchʻ Stewart to heart, Sandals Resorts Internationalʻs Executive Chairman, Adam Stewart, says he and his team are planning ʻSandals 2.0ʻ enhancements during extended closures for three of the companyʻs hardest-hit Jamaica resorts in the wake of Hurricane Melissa.
The news came via yesterdayʻs virtual Town Hall, with Stewart fielding questions from UVIʻs EVP, Sales & Industry Relations, Gary Sadler.
“I WANT TO SHARE THE FACTS WITH YOU”
Sandals and Beaches Resorts has always prioritized travel advisors, and thatʻs clear now more than ever.
“I’m a sixth generation Jamaican, and Sandals was founded here by my father Gordon ʻButchʻ Stewart in 1981. As you know, my father was the biggest believer in the travel advisor community, bar none,” Stewart told agents.
“I’m here in Jamaica, Iʻm broadcasting from my office in Jamaica, Iʻve been on the front lines. I want to share the facts with you, because thereʻs so much information out there. I want to share with you whatʻs going on on the ground here in Jamaica,” he said.
The outpouring of love for Jamaica from the travel advisor community and beyond has been overwhelming, he added.
More than 5,000 agents from Canada, the U.S. and beyond joined yesterdayʻs broadcast, eager to find out how they can help Jamaica.
They also wanted post-Melissa updates on their favourite Sandals and Beaches properties on the island.
“I’VE PERSONALLY BEEN TO EVERY ONE OF OUR HOTELS”
Last week Sandals announced that Sandals South Coast, Sandals Royal Caribbean and Sandals Montego Bay will remain closed until May 30, 2026.
They were the hardest hit when Melissa came ashore on Jamaicaʻs south coast on Oct. 28.
Sadler also noted that SRI’s Montego Bay call centre was destroyed.
The companyʻs other five Jamaica resorts – Sandals Dunn’s River, Sandals Royal Plantation, Sandals Ochi, Sandals Negril and Beaches Negril – are scheduled to reopen in just a few weeks, on Dec. 6.
The decision to temporarily close all eight resorts on the island was made “primarily to give our team members a chance to recover,” said Stewart. “A lot of Jamaicans have family members in different parts of the island. We wanted to make sure they had time to recuperate, and for the company to support them.”
He noted that 100% of the team will stay on the payroll with pension and dental benefits in place, including employees working at the three most impacted resorts.
“I’ve personally been to every one of our hotels. Everyone is okay. The Jamaican spirit is unbelievable.”
Sandals Dunn’s River
“SANDALS SOUTH COAST WAS A PRETTY DIRECT HIT”
Melissa first came ashore “with hurricane-force winds 10 miles wide,” he said. “Sandals South Coast was a pretty direct hit. It was about 3 miles off the centre of the eye.”
Now two and a half weeks later, Stewart shared his assessment of the islandʻs ongoing recovery and progress.
“Kingston is literally perfectly fine. Port Antonio, literally perfectly fine. The town of Ocho Rios is 95% of what you would have seen 30 days ago, it’s been all cleaned up. At Sandals Dunns River and Sandals Ocho Rios, I couldn’t believe what I was seeing, the resorts were literally completely intact.
“As we move further west, Falmouth got a direct hit, and Montego Bay too. Negril is virtually fine, just a few scratches here and there. Sandals Negril will be ready.”
The direct hit on Sandals South Coast, and “pretty substantial damage” to Sandals Montego Bay and Sandals Royal Caribbean, has necessitated the extended closure of those resorts, he added.
“Weʻve made the decision to keep Sandals South Coast, Sandals Royal Caribbean and Sandals Montego Bay closed because they did get quite a bit of damage.
“At Sandals South Coast, itʻs a four-storey building in the main blocks, with a slab roof, and what they call a mansard roof. The mansard roof, the roof that you see, is more architectural. Itʻs not structural. That will be completely replaced. The hotel will be upgraded, weʻll Sandalize it, take it to the 2.0 level. And a few changes will be made within the resort. We also had damage to some of our air conditioning systems, and to the main kitchen,” he said.
Stewart added: “We just finished spending $25 million on Sandals Royal Caribbeanʻs overwater bungalows, and South Coast, they just came back into the inventory. The sub-structures are perfectly fine. The roofs are still on, 240 mph gust winds, and the roofs are still there. Thatʻs testament to the Sandals Design Studio and how well they build. The interiors got damaged. Weʻll have to rebuild the interiors of those, and we will rebuild.
“For Sandals Montego Bay and Sandals Royal Caribbean, stay tuned for more information but weʻre going to take those to Sandals 2.0 too and we’re going to fix some of the things we’ve always wanted to do but never had the chance.”
He added: “Sandals Montego Bay will come back sexier than before. Sandals South Coast, the design team is at my place every night with new plans.”
“THEY ASK ME TO ASK YOU TO SEND THE BUSINESS BACK”
While impacted guests have many options – including rebooking for later dates, or opting for other Sandals or Beaches properties in the Caribbean – the company is very aware of the disruption to travel advisors and to many, many travellers’ Jamaica vacation plans.
“I want to apologize, and thank you for your patience, all of you, you and your customers, while we go through this period of necessity,” Stewart told agents. “I really apologize for any disruption we may have caused.”
He thanked SRI’s biggest source markets, including Canada, the U.S. and more, for their generosity to Jamaica as the island works to get back on its feet. “We owe such a debt of gratitude to the U.S., Canada, the UK, our neighbours here in the Caribbean, and Latin America. There are platoons of non-governmental organizations who are here to help,” he said.
“The spirit of Jamaica that you’ve seen over the years has never been more alive. The word that comes to mind constantly is ʻunityʻ.”
He also thanked the Jamaica government, and the media, and the cruise lines. “Royal Caribbean Cruise Lines gifted $1 million to Jamaica. So did Disney Cruise Line, and Carnival Corporation.”
Most of all, Stewart thanked travel advisors and the travel industry for donations in the wake of Melissa.
“I’ve seen the generosity. So many of you have contributed to The Sandals Foundation,” he said.
The Sandals Foundation has injected more than $5 million into Jamaica, and deployed more than $1 million so far. “Heidi Clarke, the foundationʻs executive director, and her team have literally not slept. And I want to remind everyone that 100% of every dollar gifted to the Sandals Foundation goes to the cause,” said Stewart.
“Many of our team members have lost everything, their homes, everything. And then there are thousands of others who were very lucky and had no damage at all.
“Every time I see them, they literally ask me to ask you to send the business back so we can reopen our resorts, which we will, on Dec. 6.”
“THE ULTIMATE WAY TO HELP THE COUNTRY IS TO HELP US RESTART THE TOURISM INDUSTRY”
Tourism represents 30% of Jamaica’s GDP, said Stewart.
“The reality is, we have to get our economy going again. We have to reopen. Visitors are coming, flights are landing,” he said.
“The ultimate way to help the country is to help us restart the tourism industry. Thatʻs what weʻre specialists in, thatʻs our industry. Thatʻs what gets us back to work. It gets cash flow going. It allows us to buy and consumer locally from all the suppliers. This is one of those times that cash is king.”
The Sandals Foundation has a dedicated webpage for everything SRI is doing to help Jamaica, he added, noting that thousands of local children have been displaced from their schools. Education has always been a major focus for The Sandals Foundation.
“When we do reopen, we will be sharing at that time the things that are needed in Jamaica. Pack one bag with your bikinis and your sunblock, and pack one bag with aid for the communities,” he said with a smile.
Beaches Negril
“WE WILL GET YOUR INVENTORY BACK AND BETTER THAN BEFORE”
Stewart’s message for travel advisors, as the Town Hall wrapped up, was simple but eloquent.
“Thank you for loving Jamaica and for loving Sandals & Beaches Resorts. We will stand by you. We will get your inventory back and better than before,” he said.
“Travel advisors have always been, and will always continue to be, that human interaction that knows the product, the destination, the management, the front line, the team members. They can give that personal customization. That’s why we’ve always had this love affair with travel advisors,” he added.
Stewart is so intent on making sure Jamaica comes back strong, he even invited agents to send clients to other competing resorts, if need be.
“At Sandals and Beaches Resorts, we’re going to do all the right things. Even if you’re not sending customers to us, send them to our competitors, because it all helps Jamaica,” he said.
“Jamaica is going to be OK. Weʻre going to help those who have been devastated and we will, right to the very end. But for the other parts of the country, we’re ready to reopen, weʻre preparing to reopen, weʻre ready to get our economy going again and get our people back to work.”
As the Town Hall wrapped up, the positive comments and heart emojis from the thousands of participating travel advisors were coming in at rapid speed.
One agent’s comment said it all: “Many thanks Adam. Your father would be proud.”
The Canadian travel industry can make donations for Jamaica’s recovery through the The Sandals Foundation using one of two options …
Option 1 – Credit Card: To process payment, contact aallen@uvisandals.ca
Option 2 – By Cheque: Cheques can be made payable to ‘Sandals Foundation Canada’ and sent to:
Sandals Foundation Canada
c/o Unique Vacations (Canada) Inc
4211 Yonge Street, Suite 320
Toronto, ON M2P 2A9
