Grow Your Travel Agency Business With Sandals & Beaches

If you’re a travel advisor, and want to grow your travel agency business,
a partnership with Sandals and Beaches is a great way to thrive!

Top 11 Ways to Grow Your Sandals and Beaches Business 

In 2018 I decided to become a travel blogger. Then in 2019 I decided I would become a travel advisor. Instead of just writing about travel I would book travel for others as well. Let me just say that I jumped in with both feet, knowing absolutely nothing about what I was doing!

I didn’t just become an advisor, I started my own agency too. Looking back it is almost comical. However, knowing nothing means I had a lot to learn and that is exactly what I did.

I now have a thriving agency, I travel 200+ days a year and I have 10 amazing travel advisors working in the agency along with me. Our agency books every kind of travel you can dream of, in every corner of the world.

We have created partnerships with some amazing brands in a short amount of time. The one I am most proud of is our partnership with Sandals and Beaches Resorts. Here’s some of the successes, and my top 11 ways to grow your business with Sandals and Beaches Resorts…

1. Become a Certified Sandals Specialist (CSS)

The first step to selling Sandals and Beaches is knowing everything about their brand. Sandals and Beaches now offers an online training course providing all the knowledge you need to focus and effectively grow your Sandals and Beaches Business. As you complete each lesson you will have the tools and information needed to start booking.

Upon completion of the online training and having one registered and traveled booking you will become a Certified Sandals Specialists (CSS). You are now on your way. 

Depending on the number of rooms booked per year, agents will earn silver, gold or platinum status as a CSS agent earning more and more benefits along the way. Advisors that have 100 rooms or 700 room nights (traveled) per year will earn the coveted Chairman’s Royal Club (CRC) status with Sandals providing even more benefits and maximum commission within the brand.

I was ecstatic to earn CRC in 2022, just 3 years after teaming up with Sandals. Especially considering that one of those years was 2020. I owe most of this to the relationship I have with my Sandals Business Development Manager.

2. Work closely with your Business Development Manager (BDM)

More than likely, your BDM will be the first person to reach out to you after signing up with Sandals and becoming certified with the brand. If not, you can find the BDM assigned to your territory in the TA Portal under Sales Tools – BDM Directory. Your BDM is your first point of contact, your go to for all questions and your biggest cheerleader. All of the BDM’s have received extensive training with the brand and have connections with the resorts to answer any questions they may not know. As soon as possible, plan a meeting with your BDM for coffee or lunch. They are full of valuable resources to get you started on your way to success.

I first met my BDM, Cheryl Snavely, at Panera Bread for lunch in September 2019. She was full of energy, information and lots of ideas. I left our meeting 2 hours later with bags of brochures and fully registered for my first FAM (familiarization) trip for October 2019. That was just the beginning for us.

Cheryl has been a key reason for my success with the brand. 

3. Know the Brand – Visit the Resorts

It is one thing to learn about the brand, and it is one thing to know the brand like the back of your hand; and it really makes a difference to clients.

You will learn about the brand and the resorts during the training, but the real learning comes from experiencing the resorts for yourself. You have to walk the properties, dine in the restaurants, enjoy the entertainment, swim in the pools and lay on the beach. Clients can visit the Sandals website for the facts but if they contact a travel advisor they want to know more than that. They want to know the vibe of the resort. How far a certain room is from the main pool. Which restaurants are beachfront. How hard is it to get chairs on the beach. Do you really need a butler? They want to know everything from someone with firsthand experience.

That is why I made it a point to visit all of the resorts as quickly as possible. I wanted to know everything and I can’t stress what a difference it makes. When someone asks me question about Sandals or Beaches, I can answer them instantly from experience. I can speak confidently and my clients know that they can trust the information I am providing to them.

Sandals makes it easy for agents to experience the resorts with three different options:

Points to Paradise (P2P)

• Points to Paradise is a travel advisor incentive program that is used to earn points for your own personal stays at Sandals and Beaches Resorts. The more vacations you book, the more points you earn. The more points you earn, the more trips you take. The more room revenue your clients pay, the more points you will earn. It’s simple – for every room dollar your clients pay, you get a point towards your own Sandals or Beaches vacation. All registered bookings are eligible, whether you book a couple, family, or social group.

Travel Agent Rates

• All Certified Sandals Specialists are eligible for the TA (travel agent) rate for their own personal stays. You have two options for the TA rate. Option 1 – $275-$375 per night (depending on the resort) for you and a guest. For this rate you choose the resort but you agree to accept any room on resort, usually the best available at the time of arrival but you accept no control over room selection. Options 2 – 20% off the advertised price. For this option you choose the resort and specific room you would like and receive 20% off for you and your guest. In this case you know specifically which room you will get. 

FAM Trips aka Back to the Beach

• FAM (familiarization) trips are a great way to experience the resorts and to network with fellow travel advisors. These trips, most recently better know as Back to the Beach events, are by invite only and can be arranged by your BDM. FAM trips are strictly limited to travel advisors meaning guests are not allowed to travel with you. There is no cost to take part in a FAM trip except the cost of your flight. However, in return there will be requirements of you during this type of trip. Including, but not limited to, resort tours, classes, social media interactions, etc. There is some work required on your part for this type of trip but what you receive in return is more than worth it. These FAM trips have been instrumental in me being able to visit every resort in such a short amount of time. 

4. Social Media

You must experience Sandals and Beaches Resorts for yourself and you must share the experience. When I first began with Sandals and Beaches I was constantly sharing my experiences on social media. Photos and videos of the rooms, food, beaches, pools, everything. This was very important to make sure that everyone knew I sold Sandals and Beaches and wanted to book their next vacation.

I have never been on resort that I haven’t booked trips for clients. Two trips immediately come to mind. January of 2021 in Antigua I secured 28 bookings in 3 days on resort. July of 2023 in Exuma I secured 15 bookings in 3 days. It can be done when people trust you and believe that you know what you are doing.

5. Create a website, and then set up a referral site with Sandals

After a couple of years of gathering content I moved further away from social media and more toward my website thanks to my amazing virtual assistant. I have spent time writing about the different resorts, the spa, the butlers and answering the questions that people are searching for on google. This has increased my business in ways I could not have even imagined. Now when people (who are already interested in Sandals or Beaches) search ‘do I need a butler during my stay’? They find the article I have written answering that question along with so much more. They also find my email address and phone number.

With social media, I am sharing with my friends and followers. With my website, however, I am reaching people around the world that are looking for specific answers to their questions. People that are ready to book. 

Now it’s time to create your co-branded Sandals site. A landing page where you can send Sandals clients and receive a commission from sales. Best of all, Sandals does all the work of maintaining the accuracy of the site with all up-to-date promotions and rates – all you have to do is place a referral link from your website and they track that client’s visit. If they request a brochure, it will be sent on your behalf. If they make a booking, you’ll get the full commission. And if your client is unsure on what to choose, the e-chat representatives will assist them and YOU still get full commission and credit for the booking. Just another way Sandals will help you close the sale. 

6. Sandals Road Warrior Car Wrap Program

Sandals car wrap program is completely free to all Certified Sandals Specialists and is a very simple process. First you choose the vehicle you want to wrap. It can be one you already have (as long as it is 5 years old or newer) or one you are looking to purchase or lease. Then you contact your BDM to submit a request. At this point you can choose the images you want to use and there are hundreds available (this is the hardest part).

Sandals then has the images custom designed for you to include your agency name, phone number and email. Once you approve the design, everything is shipped to an installer near you. The installation, along with everything else, is done completely free of charge for you.

Oh, it is not just for vehicles either! You can wrap anything – golf carts, RV’s, anything!

I have to admit that I fought this one for the longest time no matter how hard Cheryl encouraged me. I had a huge Suburban at the time and couldn’t image it wrapped. However, my only regret now is that I didn’t do it sooner. I can’t tell you how much business I have received from my car wrap. People stop me in parking lots, at the gas station and call me when they pass me on the road. I am now on my second car wrap and will never have a car that isn’t wrapped. Best part is, you can use your marketing bank funds (earned from bookings) to be reimbursed for part of your car payment each month if your car is wrapped. 

7. Booth Space at a Bridal Show

Sandals Resorts has been known for weddings and honeymoons for the past 40 years. I don’t think there has ever been a bridal show without a Sandals booth. It is a great chance for you to get out and meet people. As soon as you decide you want to take part in a bridal show you should contact your BDM to check their availability. The two of you will then coordinate all of the details of what to bring and setup.

All shows are different. I would like to point out that you will not just meet bride and grooms at bridal shows. This is also a chance to meet mothers, best friends, sisters and everyone else that comes along with the bride for the day. Bridal shows are not just about selling weddings and honeymoons. They are about meeting the public, sharing information and getting your name out there. I highly recommend taking part in them. 

8. Sponsor a Hole in One at a Golf Tournament

Sandals and Beaches Resorts are known for golf. They have some of the best Greg Norman golf courses; and golf is included with stays at many of the resorts. It is only natural to want to become involved in the golf community to make them aware that you sell Sandals vacations. The best way to do this is to offer something to them such as sponsoring a hole in one at their next golf tournament. 

The first one we did was a benefit tournament just south of Atlanta. We offered a free trip to Sandals for the hole in one. And don’t worry (like I first did) – there is insurance available to cover you in case someone wins. Before the tournament you purchase insurance for the amount you want to be covered. Your BDM will help walk you through this process. If someone gets a hole in one and wins, the insurance pays for the trip that you book and make commission on. It is a win-win for everyone.

Best part is that during the day of the tournament you gain exposure from all of the golfers and spectators. Most of the tournaments allow you to set up booths with collateral. The one we took part in even let us man one of the refreshment stations on the course so we could meet each of the golfers as the stopped by for a drink. 

9. Host a VIP Event (Vacation In Paradise)

Hosting a VIP event is a great way to get your name out there and connect your business with the Sandals and Beaches brand. The possibilities are endless with these events so you can let your creativity run wild. They can be small and intimate or massive events. You can work with your BDM to figure out what will work best to meet your goals. These events can be open to the public or invite only.

You and your BDM will provide information to attendees on the Sandals and Beaches brands to help match them with the perfect resort. These events can be group specific (pickle ball, diving, golf, groups, etc) or they can be generalized. The goal is to meet people and to let them know that you are teamed up with the Sandals and Beaches brand to provide them with the best vacation ever.

Marketing bank funds can also be used for these events as well so remember to tap into all resources available.

10. Advertise, Advertise, Advertise

There are so many ways to advertise these days. Even though most of us first think of social media (as you should) there are many other options to consider as well. You must get creative and think outside the box.

In addition to social media we have advertised in magazines, on billboards, in athletic program, in parades and using my car wrap just to name a few. Once again, marketing bank funds can be used for advertising as long as the ads are approved by Sandals. Contact your BDM for full details prior to selecting your ad. 

11. Group Travel

The fastest and easiest way to increase your number of bookings is through group travel. You book one trip and then fill multiple rooms. These groups can be wedding groups, multigenerational family groups (Beaches Resorts), social groups or groups focused on certain activities such as golf, diving, pickle ball, tennis, yoga or wellness.

The possibilities are endless. Get out into your community and find a group that wants to travel together. Sandals and Beaches offers so many perks and amenities to groups traveling together. Your BDM, along with the groups department, can walk you through the options step by step. 

Grow Your Travel Agency Business With Sandals & Beaches

To really grow your business, any business, you must invest. You must invest in yourself and your business. Invest time to learning and growing and developing. You also must invest the money. Build a website and advertise; buy the flights and go explore the resorts. It will pay off ten-fold. 

Out of all the brands out there, Sandals supports their travels advisors more than any other brand and they also invest in you and your business. Sandals has the best BDM’s in the travel industry and they are there to help you grow your business. Use them to the fullest extent.

The Road Warrior car wrap program is free – wrap your car! Your marketing bank grows with ever booking you make. This money can be used toward advertising, VIP events, marketing and so much more – use it!

There are so many assets available to you and your business from Sandals and Beaches. All you have to do is take the initiative to get started and your BDM can lead the way. Just ask!

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