Sandals: Always Changing The Game
It was all things Sandals (and Beaches) in Toronto last night as the “luxury-included” chain rolled into the city for its annual travel agent extravaganza, this year under the theme “Changing the Game,” reports Press Today’s Michael Baginski.
Preceded by a 200-guest party in Montreal two nights earlier, close to 500 agents and trade partners crammed the Sheraton Airport Hotel for dinner, trade show, a bit of stand-up comedy, and all-around Sandals revival that emphasized what the company has been and is doing to change the very nature of the all-inclusive experience throughout the Caribbean which includes its total dedication to the trade through the likes of commission payments, fam trips, its refusal to deal with discounters and the overall sales support to agents provided by its dedicated team in Canada; plus program (weddings, spas, philanthropy) and new property (Barbados, Grenada, Jamaica) news.
The company’s senior vice-president Gary Sadler (shown) — a man “known to every person” in the room — praised his team in Canada, even going so far as to give out certificates of excellence to staff in attendance; the support of tourist boards and supplier partners like Air Canada, WestJet, Transat, and TravelBrands; and top-producing travel agents, many of whom were presented with special “chairman’s awards” named after Sandals founder Gordon “Butch” Stewart, who had been expected at the event, but was forced to cancel, reportedly due to illness.
Sadler, who had been sales director in Canada earlier in his Sandals career (succeeded by current director and the evening’s moderator Maureen Barnes-Smith) also took time to fete long-time friend of Sandals and Jamaica (and Baxter Travel Media editor-in-chief) Edith Baxter, who was in attendance.
In his usual fashion, “Reverend Sadler” ended his sermon with a plea for business. “I can’t come here without asking you for business. I want your business!” he thundered.
The evening ended with a plethora of door prizes — gift baskets plus about a dozen trips to various Sandals resorts for agents in attendance.
All in all it was a night for the ages — until next year.
