Sandals Resorts has a lot of friends, and close to a thousand of them turned out for a gala gathering in New York Tuesday evening to celebrate all things Sandals, but notably major news that its Beaches all-inclusive family brand is embarking on a US$1-billion expansion over the next five years.
Several trade guests from Canada, including Air Canada Vacations execs Nino Montagnese and Dina Bertolo – and Travel Industry Today – jetted in for the “Made of Caribbean” global launch event, which took place at the suitably fantastical Hall des Lumieres, transformed for the night into a slice of the Caribbean in the heart of Manhattan.
Guests were transport to the event in Sandals-branded cards, and celebrity attendees included Zuri Marley, granddaughter of reggae legend Bob Marley, as DJ and others including actors Michele Hicks from The Shield and Law & Order, Amir Arison of The Blacklist, Lorraine Toussaint star of The Equalizer, Ebonee Noel from FBI and The Real Housewives of New York City stars Luann de Lesseps, Kelly Bensimon, Dorinda Medley and Carole Radziwill.
Sandals Resorts International (SRI) chairman Adam Stewart told the audience that the company’s Beaches brand, founded in 1997, plans to double its footprint – literally in the sand – by adding three new resorts and expanding another.
New Beaches resorts will include:
Runaway Bay, Jamaica
Located midway between Ocho Rios and Montego Bay on Jamaica’s North Coast, Beaches Runaway Bay (rendering above) will feature an estimated 400 expansive one-, two-, three- and four-bedroom suites and villas, designed with extended families in mind. Guests can expect dedicated wellness areas and new activities such as skateboarding, bike trails, a climbable treehouse, and access to Runaway Bay Golf Club and its par-72 18-hole championship golf course, plus organic farm-to-table dining.
Barbados
Joining existing sister properties Sandals Barbados and Sandals Royal Barbados, Beaches Barbados will open as the inaugural Beaches on the island. Breaking ground in late 2025, the new resort will offer 600 rooms – from king suites and two-queen designs to nearly 3,000-square-foot, four-bedroom suites complete with a private oceanfront balcony. Designed in ‘Bajan Style,’ a grand and luxurious take on Caribbean Georgian Style, the resort will include a dedicated ‘Main Street’ – a winding resort centre featuring dining and shopping opportunities, as well as high-energy family zones from outdoor performance stages to a modern sports bar and arcade.
Exuma, Bahamas
Set on 500 acres in the Out Islands, Beaches Exuma will be the brand’s first appearance in The Bahamas. The brand is collaborating with the Bahamian government to finalize an agreement for the conversion of the resort from Sandals Emerald Bay. The transformation into Beaches Exuma will reconfigure the property’s 249 keys into a mix of accommodations, including multi-bedroom villa suites. The new resort will feature 12 restaurants, a Kids Camp, signature splash park, full-service Red Lane Spa, and the brand’s exclusive partnership with Sesame Street. Guests can also enjoy complimentary green fees at the Greg Norman-designed 18-hole Emerald Bay Golf Course.
EXPANSION
Turks and Caicos
Meanwhile, Beaches Resorts will open the doors to a new village, Treasure Beach, at Beaches Turks and Caicos (rendering above), bringing the property to 858 total keys across its soon-to-be six villages. Designed for friends and families travelling together, Treasure Beach Village will add 101 keys – all of them suites – including large four-bedroom villas along the beach welcoming up to 10 guests each and overlooking Grace Bay. Treasure Beach Village will debut its first-ever food hall featuring an international array of dining options, as well as introduce Sandals guest favourite, Butch’s Island Chophouse, to the brand. The resort is now accepting reservations.
These additions to the Beaches Resorts portfolio come on the heels of a recent expansion to the brand’s flagship resort in Jamaica, Beaches Negril, where the new three-story Firesky Reserve Villas welcome families of up to 10, complete with four bedrooms, living areas, a private pool and more – all steps from the sand; along with the Eventide Penthouse Collection, welcoming up to 16 guests with access to a rooftop terrace ideal for stargazing and soaking in the soothing breeze.
“As a family from the Caribbean, we have a deep love for our islands, and it’s incredibly gratifying to draw inspiration from our guests,” said Stewart. “Our growth strategy is rooted in meeting their wants, with the importance of family time being at the core of our brand’s DNA. We know that now, more than ever, families are prioritizing connection and seeking enriching, multigenerational vacations. We are committed to not only meeting this demand but going above and beyond to wow them with new product offerings and provide unforgettable shared experiences.”
Originally conceived as the “family-friendly evolution” of Sandals, Beaches offers a premium, caters to travellers of all ages with signature inclusions such as Caribbean Adventures with Sesame Street, Kids Camps, epic waterparks, and a groundbreaking Autism Program certified by the International Board of Credentialing and Continuing Education Standards (IBCCES).
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