27 SEP 2019: Renowned for its mega trade events that might be said to channel a show in Las Vegas or sometimes even a gospel revival, Sandals showed its softer side to travel counsellors last week in Milton, Ontario at the first of 15 cross-country gatherings designed to honour regional top-sellers and Sandals specialists.

Close to 30 agents attended the tasteful affair, which telegraphed its intent through the venue: rural Glencairn Golf Club, just an apple’s toss from the well-known Chudleigh’s pick-your-own farm west of Toronto.

Sandals/Unique Vacations Canadian director of sales and marketing Maureen Barnes-Smith told Travel Industry Today that the events, scheduled to take place through December, are purposefully low-key and designed to both show appreciation and deliver product updates to select agents “hand picked” by regional BDMs – in this case, Sandals and Beaches southwest Ontario rep Michelle Lanoue.

Themed “how we earn our stars,” the evening started with a video greeting from Sandals deputy chairman Adam Stewart, who touted the “five-star luxury-included” all-inclusive resort chain’s continual “investment and innovation” across its 15 properties in Jamaica and throughout the Caribbean.

Lanoue and Smith shared details of Stewart’s vision – from staples like global gourmet cuisine and over-the-water bungalows, to stand-alone developments like the recent “transformation” of Sandals Montego Bay and a newly renovated block at Halcyon Beach.

“This is just a sneak peak to show you that we’re consistently investing, improving, and innovating so that your guests are getting the best experience,” said Barnes-Smith, who said even she couldn’t be entirely comprehensive about all that’s going on Sandals and Beaches resorts, joking, “There are so many things going on behind the scenes, they don’t even tell us. We just do it.”

Which is to say that there are always nice surprises in store for Sandals/Beaches guests.

Agents, meanwhile, were urged to take advantage of Sandals extensive suite of sales tools, including the unique car wrap, which turns an agent’s vehicle into a moving billboard for both Sandals and their business. “It’s free. Let me repeat, it’s free – we pay for it. And I guarantee to you that every agent that does it sees an incremental increase in business,” said Barnes-Smith.

She also reminded agents to register all their bookings. Besides receiving more benefits, she noted, “90 percent of problems occur because the bookings weren’t registered.”

Pointing out that Sandals/Beaches has a full office in Canada and 10 regional reps across the country, Barnes-Smith said, “If there’s one thing to take away from tonight, it’s the family you have in our team. We are the largest Caribbean sales force in Canada… and we are here to work with travel advisors.”

In fact, she laughed, “the sole purpose of our BDMs is to be beaten down by you. Use and abuse them! You have my permission. The most resounding message I want you to take away is: We are here to try to make it easy for you.”