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Overhead view of Sandals Royal Curacao .
IT ’ S ABOUT OUR LOYALTY PROGRAM . MEMBERS DEMAND THAT OUR BRANDS BE IN CERTAIN MARKETS
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“ Over the last few years alone , we have seen such an increase in demand for the concept ,” Stewart said . “ It ’ s mostly because people are busier than ever and their expectations have grown . They want quality , stress-free planning and a worry-free vacation .”
LOYALTY TRIUMPHS Major hotel brands are synonymous with their loyalty programs and needed to “ fill more dots on the map ” with beach resorts ,” Berman reasoned . Fast forward a few years and all the major brands now have all-inclusive partners . “ Hyatt purchasing ALG was a courageous and brilliant acquisition and everybody took notice ,” Berman said .
That sentiment resonates with Javier Coll , global head of growth for Hyatt ' s Inclusive Collection . “ At the end of
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the day , it ’ s about our loyalty program ,” he said . “[ Members ] demand that our brands be in certain markets and that is a main driver for us to grow in certain destinations .”
Blue Diamond ’ s partnership with Marriott , said Rodriguez del Peon , “ has been transformative , allowing guests to redeem points earned from their travels worldwide and enjoy an array of additional perks based on their Marriott Bonvoy status while staying with us .”
Though Sandals is not part of an umbrella brand , its Sandals Select Rewards Program is a major factor in creating a return guest rate of more than 50 %.
MORE UPSCALE , MORE DIVERSE What started as a bare-bones concept , stereotypically portrayed as offering buffet meals and desultory amenities ,
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PEOPLE ARE BUSIER THAN EVER AND THEIR EXPECTATIONS HAVE GROWN . THEY WANT QUALITY , STRESS- FREE PLANNING AND A WORRY-FREE VACATION
– ADAM STEWART , EXECUTIVE
CHAIRMAN , SANDALS
INTERNATIONAL
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– JAVIER COLL , GLOBAL HEAD |
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OF GROWTH , HYATT ' S INCLUSIVE |
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COLLECTION |
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A Coyaba Sky Villa Swim-up Rondoval Butler Suite at Sandals Dunns River in Jamaica . |
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Jan / Feb 2025 hotelsmag . com 19 |