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Sandals kicks into Overdrive

Resort chain promoting its products and Caribbean to 6000 travel agents across North America

Wednesday, October 04, 2017

Sandals and Beaches representatives are now on a 21-city sales and promotional drive across North America that will expose more than 6000 travel agents to the resort group's products, as well as the Caribbean as a visitor destination.

The high-energy trade-show-styled presentations and dinners began on September 25 and will run through to December 6 in Baltimore, Boston, Philadelphia, Atlanta, Houston, Long Island, Toronto, and Montreal.

Named 'Overdrive Unveiling', Sandals said the events provide an avenue for travel agents to view and gain first-hand information on product updates through direct interactions with senior Sandals and Beaches resorts executives.

“The Unveilings also present the opportunity for the agents to engage with tourist board representatives from several Caribbean islands,” Sandals said in a news release.

“One of the main reasons for Sandals' success these past 36 years, and why we continue to be named the Caribbean's Leading Hotel Brand year after year is our commitment to our travel partners,” the release quotes Sandals Chairman Gordon “Butch” Stewart, who issued personal invitations to the travel agents to participate in the events.

“We have the biggest sales team globally and we are constantly on the road engaging the trade. We take the time to actively educate them on our Caribbean destinations, our resorts and our products, thus providing them with the necessary tools to effectively sell to our mutual clients,” added Stewart, who is also chairman of the Jamaica Observer.

Sandals explained that the trade shows are a long-standing tradition for the resort chain and feature personalised presentations each year. It said that “things are ramped into 'overdrive' this year” because the company is steadfast in its commitment to showcasing the Caribbean's continued readiness to welcome vacationers.

The company said that along with highlighting the much-anticipated opening of its latest resort, Sandals Royal Barbados, the unveilings provide a sneak peak of Sandals' new wedding inspirations scheduled for roll-out later this year. It also said that “exciting upgrades” to its flagship Sandals Montego Bay and the “jewel of Jamaica's southern coast, Sandals South Coast, as well as plans for Saint Lucia were also on display.

“We recognise that our clients are not sitting and waiting for us, nor are they under our desks,” the release quotes Gary Sadler, Sandals' senior vice-president of global sales. “It is therefore necessary for us to go where they are, and the best way for us to get them to help the Caribbean, particularly at this time, is for us to promote the Caribbean. We are aggressive about marketing the Caribbean and our unveilings are doing just that.”

Working alongside the company's North American sales force at each leg of the tour are more than 30 team members from various departments at Sandals and Beaches resorts across the Caribbean.