This is the latest article in Travelweek Daily’s #BacktoJamaica series from Ocho Rios with Sandals Resorts, from the Dec. 3 – 6 FAM. Check out our Dec. 4 coverage here and our Dec. 5 coverage here.

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SANDALS DUNN’S RIVER — Sandals Resorts International’s Executive Chairman, Adam Stewart, has nothing but the highest praise for Canadian agents, and the Canadian travel industry.

What does Adam Stewart think about Canadian travel advisors?

“Just phenomenal,” he said with a smile.

His father, Sandals Resorts’ founder Gordon ‘Butch’ Stewart, connected with Canadian travel retailers and suppliers from the early days. “People like Pat Brigham from Sunquest,” said Stewart, as he reminisced about his own start in the industry, when his father would introduce him to tour operator execs from key source markets like Canada.

“Canadian travel advisors have always shown up for us. The love has always been there,” said Stewart.

“The relationship is deep and trusting.”

Adam Stewart, Executive Chairman, Sandals Resorts International

OCCUPANCY RATES FOR DECEMBER 2025

Travelweek sat down with Stewart during last week’s #BacktoJamaica FAM to talk about restoration work on the three still-damaged resorts, forward bookings and more.

It was the last full day of the trip, but the energy was still high as the 260+ travel advisors – including a small but mighty delegation from Canada – heard updates from JTB Director Donovan White, Sandals Foundation’s Heidi Clarke, ASTA’s Zane Kerby and many more, plus Jeffery Clarke, CEO, Unique Vacations Inc., at a Town Hall that also included a Q&A with Stewart and UVI’s Gary Sadler.

Sandals Dunn’s River reopened this past Saturday with 80% occupancy, “and by Wednesday this hotel will be 90% full,” Stewart told Travelweek.

Even better, he said, “80% of clients booked here for Dec. 6 onwards have kept their reservations here. It shows the belief in the brand.”

The story is similar at the other 4 reopened resorts: Sandals Royal Plantation, Sandals Ochi, Sandals Negril and Beaches Negril.

“Beaches Negril, occupancy will be 75%,” said Stewart. “Sandals Negril, it’s the same as Sandals Dunn’s River, at 80% and ramping up to 90%. Sandals Royal Plantation, about 70%.”

This FAM’s hashtag, #BacktoJamaica, says it all. “It’s about getting the message out that Jamaica is in great shape,” said Stewart. “But we won’t put out product prematurely.”

At the Town Hall (left) Adam Stewart, Executive Chairman, SRI and (right) Gary Sadler, EVP, Sales & Industry Relations, UVI

“THEY’LL GET DEEP MAKEOVERS”

SRI’s other three resorts on Jamaica  – Sandals Montego Bay, Sandals Royal Caribbean and Sandals South Coast – will reopen on May 30, 2026.

As previously reported, Sandals South Coast took the worst of Hurricane Melissa, with some structural damage.

At Sandals Montego Bay and Sandals Royal Caribbean the storm’s impact was mostly cosmetic. Sandals Montego Bay has considerable damage on the first floor level.

As Stewart put it, Sandals Montego Bay and Sandals Royal Caribbean “will get deep makeovers.” The company will invest US$150 million to transform these two resorts to Sandals 2.0.

Meanwhile at Sandals South Coast, “every piece of the hotel will be new,” said Stewart. New swimming pools – “magical”, in Stewart’s words – will be similar to the pools at Sandals St. Vincent. Sandals South Coast will also get four new restaurant concepts.

“We’re going to give you the best product you’ve ever seen,” he said.

As Stewart’s father said many times, “never waste a crisis,” and the younger Stewart is taking that advice to heart. “My father molded me a like a piece of putty,” he joked.

“FEWER FREQUENCIES, BUT WE STILL HAVE THE ROUTES”

Donovan White, Director of Tourism for the Jamaica Tourist Board, said Jamaica is at 80% power restoration, and 80% water restoration.

Some 55% of Jamaica’s hotel room inventory is currently open for business. By the end of December, that number will climb to 68%, and by the end of January, it will hit 80%.

“We have worked unrelentingly,” said White. “And we want to continue to receive you and your clients, because lives and livelihoods are at stake. What we want now is business, and we are ready to do what we do best: serve your customers and your clients.”

Heidi Clarke, Executive Director of the Sandals Foundation, said that in 16 years the foundation has helped many destinations, including Haiti, the D.R. and the Bahamas. “But this storm hit harder than ever, because of how hard it hit our team members.”

Clarke said the goal now is to “get our children’s lives back to normalcy.”

The Sandals Foundation has injected more than $5 million into Jamaica, and deployed more than $1 million so far. And 100% of every dollar gifted to the Sandals Foundation goes to the cause.

Shane Munroe, CEO, MBJ Airports Ltd., said Jamaica’s gateway airport, Sangster International in Montego Bay,  is ready for the 2025-26 winter season. More than 70% of tourist travel to Jamaica comes through MBJ.

“We still have the same 29 airlines who flew to Jamaica pre-Melissa as post-Melissa,” said Munroe. “Yes, the frequencies might be less. But we still have the routes.”

Jennifer Gaskell, Pink Palm Travel; Kim Hartlen, Kim Hartlen Travel; Angela Waite, Direct Travel; Renee Cannon, Marlin Travel

CLARKE APOLOGIZES FOR MOBAY CALL CENTRE WAIT TIMES

Unique Vacations Inc.’s CEO, Jeffery Clarke, said that in the immediate aftermath of the storm, some 27,000 of Sandals Resorts’ bookings were moved.

He offered a heartfelt apology from the Sandals team for very long hold times agents and clients experienced when they reached out to the Montego Bay-based call centre with questions about those bookings.

The thing was, the MoBay call centre lost its roof in the storm. It also had no power. “Normally we answer 80% of our calls within 20 seconds,” said Clarke. “Right after the storm we answered a lot of calls in four hours and 20 seconds. And for that we apologize. That is not what we wanted.”

Some 60 call centre staff were temporarily moved to Panama and Miami in order to get more calls answered in the aftermath of Oct. 28. “I appreciate your patience, and your feedback,” said Clarke.

“Please forgive us. That will not happen anymore.”

“YOUR ROLE AS A DEMAND CREATOR HAS NEVER BEEN MORE IMPORTANT”

Zane Kerby, President and CEO of the American Society of Travel Advisors (ASTA), drove his message home with 3 succinct points …

. Charity helps. Tourism sustains

. Trusted guidance builds traveller confidence, and sustained tourism

. Keep telling Jamaica’s story and keep travellers engaged

“Your role as a demand creator has never been more important,” he told agents. “In my experience over the past few days, Jamaica is ready. So keep sending clients here.”

Sandals Resorts is taking the lead in getting tourism back to Jamaica, said Stewart, “because that’s what we do. It’s our home and we’re going to build it back.”

Asked why Sandals organized this #BacktoJamaica FAM – in a matter of 3 weeks, no less – Stewart said the goal was simple.

“We wanted you to see if for yourselves. My father had the biggest heart in the world, and he always said travel advisors built this company. We’re going to be OK. You have my commitment. Forgive my passion. But I love Jamaica.”

Lead image caption (l-r): Zane Kerby, President and CEO, ASTA; Donovan White, Director of Tourism, Jamaica Tourist Board; Alexandre Cavalcanti, Director, International Sales – Miami, Caribbean & Latin America, American Airlines; Adam Stewart, Executive Chairman, Sandals Resorts International; Gary Sadler, EVP, Sales & Industry Relations, Unique Vacations Inc.

This is the latest article in Travelweek Daily’s #BacktoJamaica series from Ocho Rios with Sandals Resorts, from the Dec. 3 – 6 FAM. Check out our Dec. 4 coverage here and our Dec. 5 coverage here.