The Caribbean is “a truly magical place”

Despite fierce competition in the resort industry, one company is doubling down on efforts in one specific region – the Caribbean Islands.

During a recent episode of Influencers with Yahoo Finance Editor-in-Chief Andy Serwer, Sandals Resorts Executive Chairman Adam Stewart explained why his business has stayed in this region instead of expanding to others. parts of the world.

“We believe the Caribbean is a truly magical place,” Stewart said, later adding, “Our mission is to share the best of the four corners of the Caribbean with the world.”

The chain of all-inclusive resorts competes with many big brands, including Marriott International, Club Med and the cruise industry. Currently, Sandals has 24 properties in eight countries: Antigua, The Bahamas, Grenada, Barbados, Jamaica, St. Lucia, Curacao and the Turks and Caicos Islands.

A general view during Sandals Royal Curacao’s incredible opening weekend celebration on June 24, 2022 in Santa Barbara, Curacao. (Photo by John Parra/Getty Images for Sandals Resorts)

However, Stewart noted that Sandals stands out from other brands with its focus on the consumer experience.

“We fascinate and delight in all things customer experience,” said Stewart. “And I think that keeps the big boys on their toes.”

Sandals owns each of its resorts and has a repeat guest rate of approximately 50%. The chain also has a group of customers called Team Diamond members who earn status after staying at Sandals resorts for more than 100 nights.

“The baseline of team, culture and company, ‘can do’ attitude to get things done – all centered around consumer experiences – is really our thing,” explained Stewart. . “And our agility, our team, when you look at the people around this organization, having worked for this company for 20 years, you’re still kind of a rookie.”

According to Stewart, Sandals is actively looking to expand its presence in the Caribbean. In addition to its new resort on the Dutch island of Curaçao, the chain has projects in Jamaica, Saint Vincent and the Grenadines and the Turks and Caicos Islands.

Dylan Croll is a journalist and researcher at Yahoo Finance. Follow him on Twitter at @CrollonPatrol.

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