Sandals and Beaches Resorts welcomed approximately 70 travel advisors to an intimate event at The Bronte Boathouse in Oakville, where the company shared updates on its expanding resort portfolio, highlighted Beaches Negril and unveiled exclusive booking incentives for advisors and clients.

Hosted by Maureen Barnes-Smith, Vice President, Sales & Marketing, Canada at Unique Vacations Canada Inc., an affiliate of the worldwide representative of Sandals Resorts and Beaches Resorts, the evening also featured special guest Lancelot Lebert, General Manager of Beaches Negril.

Barnes-Smith said the smaller-format events have become an important way to strengthen relationships with the Canadian trade.

“Our travel advisors continue to be our number one channel here in Canada,” she said. “It’s so important to continue to connect with the advisors because they’re the base of our business.”

Unlike larger presentations, the intimate setting allows for more one-on-one interaction with advisors and even some of their clients, she added.

“We find that when people come together in a smaller setting, you have more time to interact. You have more time to physically reach and talk to everyone,” said Barnes-Smith. “The feedback has been awesome. They love it because they get a chance to sit, talk and interact. They get a chance to speak with our general managers too.”

Advisors in attendance were carefully selected by Sandals’ Business Development Managers based on their focus on family and luxury travel. Participating advisors were also encouraged to bring a client.

Sue Hawkes, a Caribbean Specialist with Expedia Cruises and a Sandals & Beaches Silver Elite Advisor, told Travelweek that the intimate setting is most welcome.

“You get more out of it and I get to bring a friend – that’s the fun part!” she said. “Sandals has always been very supportive of travel advisors. During COVID when I had nothing on my plate, my BDM at the time sat with me on Zoom and we rebuilt my business together. I know I can always go to them for anything. At this point, they feel more like family and friends.” 

‘Jamaica Three’ Prepares To Reopen 

A major focus of the evening was the company’s “Jamaica Three” initiative, which centres on the reopening of three resorts that have undergone extensive redevelopment following last year’s hurricane.

Sandals South Coast is scheduled to reopen Nov. 18, followed by Sandals Caribbean Cay (formerly Sandals Royal Caribbean) and Sandals Montego Bay on Dec. 18.

Rather than simply repairing the resorts, Barnes-Smith said Sandals has completely reimagined the properties as part of its broader Sandals 2.0 strategy.

“We’re not taking the old and just slapping on some paint,” she said. “We’re literally going through every single room… replacing it with more modern, more streamlined furniture, more in keeping with what’s on trend, but still elevated to our Sandals standard.”

She added that Sandals 2.0 extends beyond guestrooms to include redesigned restaurants, public spaces and new guest experiences.

Barnes-Smith also revealed that Sandals South Coast will introduce a limited number of rooms with two queen beds, giving advisors another option when booking groups and travellers who prefer separate beds.

Barnes-Smith also introduced the company’s new “Made of Caribbean” brand platform, which emphasizes Sandals’ Caribbean roots and long-standing commitment to the region.

“When we say we’re Made of Caribbean, it means not only are we on some of the best beaches in the Caribbean, it also means our DNA is authentically Caribbean,” she said.

Beaches Negril In The Spotlight 

Lebert provided advisors with an overview of Beaches Negril, which will celebrate its 30th anniversary next year as the first Beaches resort.

He credited the resort’s approximately 700 team members as its biggest strength, noting that exceptional service continues to drive repeat visitation.

“The staff are what make it special,” he said. “That’s why the guests keep coming back.”

Lebert also highlighted the resort’s recently introduced luxury family suites, expanded butler offerings and its leadership in accessible family travel. Beaches Negril is an International Board of Credentialing and Continuing Education Standards (IBCCES)-certified autism centre, with 80% of resort employees completing annual autism certification training. The resort also offers dedicated programming for children with autism, sensory guides, trained Kids Camp staff and accessible amenities for families travelling with special needs.

Barnes-Smith noted that inclusive travel continues to be a major priority for the brand.

“We’re totally inclusive, and we want to make sure that we’re making a little bit more noise about it because so many times we do not talk about the things that are really important to travellers.”

She also reminded advisors that Beaches continues to be a major growth focus for the company, with new resorts planned for Exuma, Barbados, Saint Vincent and Runaway Bay, Jamaica, representing more than US$1 billion in investment.

Air Canada Partnership & Exclusive Promotions

Barnes-Smith also highlighted Air Canada’s continued support of Sandals and Beaches, noting that Jamaica is seeing more Canadian airlift than at any point since before the pandemic, including year-round service from Toronto and expanded service from Edmonton, Winnipeg, Halifax and Ottawa.

“Every single time we go into a destination, here comes Air Canada to support us,” she said, noting that the airline introduced service to Saint Vincent even before the resort opened. “Please support the airlines, support the seats because whether or not we open, the seats have to be sold.”

To thank advisors in attendance, Sandals announced several exclusive promotions, including a 20% discount on Air Canada-operated flights to Montego Bay and a draw for four Air Canada tickets to Jamaica and any Sandals or Beaches destination. Plus, their clients will also benefit from a limited-time offer that includes added-value incentives like spa credits and catamaran excursions. 

Barnes-Smith encouraged advisors to continue supporting Jamaica as the destination prepares to welcome guests back to its newly reimagined resorts.

“The best way you can help Jamaica,” she said, “is sell Jamaica.”

Source: Travelweek
Lead image caption: Lancelot Lebert, General Manager of Beaches Negril and Maureen Barnes-Smith, Vice President, Sales & Marketing, Canada at Unique Vacations Canada Inc., an affiliate of the worldwide representative of Sandals Resorts and Beaches Resorts at a travel advisor reception in Oakville, ON, July 16, 2026