When the tourism industry was being mercilessly gutted by the novel coronavirus pandemic, travel agents, at their wits’ end, found new respect for Sandals Resorts International (SRI), the Caribbean’s largest hotel chain and only super brand.

Sandals worked 24/7 with the travel agents — whose role has now evolved as travel advisors — to hype up promotion, rebook travellers, offer discounts, lock in prices, keep weddings on track, soothe honeymooners and anything else they could do to help keep them afloat.

“We were hanging on by the skin of our teeth during the pandemic,” admitted Pamela Barlow, manager at Texas-based First Travel. “I don’t think we could have managed to survive without the help of Sandals,” she told the Jamaica Observer.

Barlow was one of 150 travel advisors who were feted in Jamaica by Sandals/Beaches, and 201 overall in the Caribbean, last Wednesday, which was dubbed Global Travel Advisors Day, formerly National Travel Advisors Day.

Every May 4, except for 2020 when the pandemic was cancelling out everything, Global Travel Advisors Day is observed by the American Society of Travel Advisors (ASTA), the world’s oldest and largest association of travel advisors.

ASTA, headed by Zane Kerby, represents 80 per cent of all travel sold through travel agencies and advisors in the United States alone, and at any given time has the attention and advocacy of thousands of travel advisors across the globe.

As the exclusive travel advisor sponsor, Sandals celebrates their partnership with the agents by pampering them at the resorts through spa-days and lavish luncheons or virtual events providing the opportunity to promote trade incentives.

“It was a fascinating day as we joined with ASTA to recognise and celebrate travel advisors and the leading role they play in our industry’s success and way forward,” said Gary Sadler, the Jamaican who is executive vice-president of sales at Miami-based Unique Vacations Inc, an affiliate of the worldwide representatives for Sandals and Beaches resorts.

“We’re proud and grateful to our incredibly loyal travel advisor community who have been in our corner for 40 years and counting. As our revered partners on this journey, we celebrate you today, and every day, with the utmost gratitude,” Sadler told travel advisors relishing the offerings at Beaches Turks and Caicos.

In a videotaped message, Sandals Executive Chairman Adam Stewart also acknowledged the pivotal role travel advisors had played in the remarkable return of the tourism industry, after two years of the pandemic.

“Travel is back and it’s better than ever, with demand soaring to new heights,” said Stewart. “This bright path forward is thanks to the confidence you’ve inspired in your customers to get them back to doing what they love the most — connecting with each other among some of the Caribbean’s most unique settings.”

Describing travel advisors as the frontline ambassadors of the tourism industry, Stewart said the vision of his father, Gordon “Butch” Stewart, who founded Sandals, could not have been realised without their enduring support, love, and trust every step of the way.

The travel advisors spoke of their love for the resort chain and the close relationships forged in working with Sandals/Beaches’ extensive team of business development managers who make up “the largest and most active sales force globally”.

Melissa Thomas, owner of Dream A Little Dream Travel in Minneapolis, said Sandals accounted for 70 to 75 per cent of her business which is manned by seven agents, all operating from home bases.

“The Sandals people are great to work with and they were a great help during the pandemic. That’s why, although we only started selling again in November last year, the business has been growing like crazy,” said Thomas, who was enjoying the fare at Sandals South Coast in Westmoreland.

Jamie Bird, a friend who Thomas had brought into Dream A Little Dream five years ago, said she, too, can speak highly of Sandals, especially about during the pandemic, “when we had a hard time with the cancellations”.

“They are awesome to work with. Sandals is a great brand and just wonderful through and through,” added Bird, who was also feted at Sandals South Coast.

Barlow’s First Travel, which is this year celebrating 55 years in the business, said she loves working with Sandals’ Jamaican resorts, in particular, because Jamaicans are fun and nice to work with.

“Even when I go to other Sandals resorts, I look out for the Jamaicans there. Sandals delivers every time. They’re always modernising, which is important because they’re a luxury brand, and our clients love that about the resorts,” noted Barlow, who stayed at Sandals Ochi.

Heather Hunker from Ohio-based Magical Moments Vacation was getting the royal treatment, with her daughter Ashtyn, also at Sandals Ochi and had a story similar to the others about her “incredible experience with sSandals”.

The former school teacher and holder of a Masters degree in business, said she was encouraged by a family member three years ago to join the travel agency and it has been everything she imagined it would be.

“Sandals has been incredible. The service is second to none; the amenities are wonderful; everybody works with you to get things done,” she said. “We’ve never had a negative experience at a Sandals resort. The guests are always pleased at the end of their stay and they are often ready to book another flight as soon as they return.”

Valerie Raugh of Hallmark Travel Inc in Virginia said she would always remember how Sandals worked with her agency to handle the challenges of the pandemic and not lose any money.

“We were changing flights several times; rebooking hotels and offering specials to keep people interested and Sandals worked with us through it all. Travel is about relationships and you want someone you can trust. I would want my clients to think that of me,” said Raugh, who was a travel agent before launching out on her own.

From St Catherine, Jamaican Novlett Minott, who started Nova Events and Travel two years ago after nine years as a travel agent, admitted she was uncomfortable “doing all the work and not getting the compensation” and so decided she would go on her own.

“That move has changed my life and I am happy I did it. I am doing well. My sales include a mix of overseas and local clients. I am also doing more local clients now for Sandals, and the experience has been worth it,” she said.