Are you a travel advisor looking to elevate your business and tap into the lucrative market of luxury Caribbean vacations? Partnering with Sandals and Beaches Resorts can be a game-changer. For travel professionals aiming for growth, understanding how to leverage this partnership is key. Among the many resources Sandals offers, the Road Warrior car wrap program often sparks curiosity: But is the Sandals Car Wrap Program Worth It? Let’s dive into how this, and other strategies, can significantly boost your Sandals and Beaches business.
Top Strategies to Amplify Your Sandals & Beaches Travel Business
My journey in the travel industry began with a passion for exploration and a desire to share that with others. In 2018, I ventured into travel blogging, and by 2019, I transitioned to becoming a travel advisor. Starting my own agency felt like jumping into the deep end, armed with enthusiasm but lacking practical experience.
This initial naiveté, however, became my greatest asset. It fueled an insatiable hunger to learn, adapt, and grow. Today, I lead a thriving agency, travel extensively throughout the year, and collaborate with a team of ten exceptional travel advisors. We specialize in crafting dream vacations across the globe and have proudly forged partnerships with leading travel brands.
Our alliance with Sandals and Beaches Resorts stands out as a cornerstone of our success. This guide shares the top strategies, including a closer look at the car wrap program, that have propelled our growth and can empower you to flourish in your Sandals and Beaches business.
1. Become a Certified Sandals Specialist: Your Foundation for Success
Knowledge is power, especially in the travel industry. Becoming a Certified Sandals Specialist (CSS) is the essential first step. Sandals and Beaches provides a comprehensive online training program designed to equip you with in-depth knowledge of their brands, resorts, and unique selling points. This training is structured to give you actionable tools and information in each lesson, allowing you to immediately start booking with confidence.
Upon completing the online modules and registering your first traveled booking, you officially earn your CSS certification. This marks the beginning of your journey to becoming a Sandals and Beaches expert.
The CSS program also offers tiered status levels – Silver, Gold, and Platinum – based on your annual booked room count. Ascending through these tiers unlocks increasing benefits and higher commission levels. The pinnacle is achieving Chairman’s Royal Club (CRC) status by booking 100 rooms or 700 room nights annually. CRC status comes with maximum commission rates and exclusive perks within the Sandals brand.
Achieving CRC status within three years of partnering with Sandals, including navigating the challenging year of 2020, was a significant milestone for me. This achievement is largely attributed to the invaluable relationship I developed with my Sandals Business Development Manager.
2. Leverage Your Business Development Manager (BDM) Relationship
Your Business Development Manager (BDM) is an indispensable resource. Typically, your BDM will connect with you shortly after you become CSS certified. If not, you can locate your assigned BDM’s contact information in the Travel Advisor Portal under Sales Tools – BDM Directory. Consider your BDM your primary contact, your go-to problem solver, and your biggest advocate within Sandals. BDMs undergo extensive training and possess direct connections within the resorts, enabling them to address virtually any query.
Schedule an initial meeting with your BDM as soon as possible, whether it’s over coffee or lunch. They are brimming with insights and resources to set you on the path to success.
My first meeting with my BDM, Cheryl Snavely, at a local cafe in September 2019 was transformative. Her energy, knowledge, and wealth of ideas were immediately apparent. I left that meeting two hours later with brochures in hand and registered for my first FAM trip in October 2019. This was just the beginning of a highly productive partnership.
Cheryl’s ongoing support and guidance have been instrumental in my agency’s success with Sandals. A strong BDM relationship is a cornerstone of growth.
3. Deepen Your Brand Knowledge Through Resort Immersion
Knowing the Sandals and Beaches brand is different from experiencing it. This experiential knowledge is what resonates with clients and sets you apart.
While training provides a solid foundation, firsthand resort experience is invaluable. Walking the properties, dining at the restaurants, enjoying the entertainment, relaxing by the pools, and experiencing the beaches allows you to speak authentically and passionately about the brand. Clients can find factual information online, but they seek travel advisors for insights that go beyond the brochure. They want to understand the resort’s atmosphere, room proximity to amenities, beachfront dining options, beach chair availability, and whether butler service is truly necessary. They crave firsthand perspectives.
My commitment to personally visiting every Sandals and Beaches resort as quickly as possible has been crucial. This direct experience allows me to answer client questions instantly and confidently, building trust and credibility.
Sandals facilitates agent resort experiences through three primary avenues:
Points to Paradise (P2P)
- Points to Paradise is an incentive program rewarding bookings with points redeemable for personal stays at Sandals and Beaches Resorts. The more you book, the more points you accumulate. For every dollar your clients spend on room revenue, you earn a point towards your own luxury vacation. All registered bookings contribute to your P2P balance.
Travel Agent Rates
- CSS certified agents are eligible for discounted travel agent rates for personal stays. Two options are available: Option 1 offers deeply discounted rates ($275-$375 per night, depending on the resort) for you and a guest. With this rate, you select the resort but room selection is at the resort’s discretion, typically based on best available upon arrival. Option 2 provides a 20% discount on the advertised price, allowing you to choose both the resort and a specific room category for you and a guest.
FAM Trips (Familiarization Trips) / Back to the Beach Events
- FAM trips, also known as Back to the Beach events, offer immersive resort experiences and networking opportunities with fellow travel advisors. These invitation-only trips are arranged through your BDM and are exclusively for travel advisors (guests are not permitted). Flights are typically the only cost, as Sandals covers the resort stay. In exchange, advisors participate in resort tours, training sessions, social media engagement, and other activities. The insights and connections gained from FAM trips are invaluable and have been instrumental in my ability to visit all resorts efficiently.
4. Harness the Power of Social Media
Experiencing Sandals and Beaches is only half the equation; sharing those experiences is crucial. When I began focusing on Sandals and Beaches, consistent social media engagement was a priority. I shared photos and videos showcasing rooms, dining, beaches, pools – every aspect of the resort experience. This consistent visibility communicated my expertise and passion for Sandals and Beaches to my network, signaling that I was the go-to advisor for these vacations.
My firsthand resort experiences have directly translated into bookings. In January 2021 in Antigua, I secured 28 bookings in just three days while on resort. Similarly, in July 2023 in Exuma, I booked 15 trips in three days. This success stems from building trust and demonstrating genuine expertise and enthusiasm.
5. Establish a Website and Leverage a Sandals Referral Site
After building a substantial content library, I shifted focus from primarily social media to my website, thanks to my virtual assistant. Creating website content addressing frequently asked questions, such as “Do I need a butler at Sandals?”, and providing detailed information about specific resorts and spa experiences has significantly expanded my reach. Now, individuals actively searching for Sandals and Beaches information online discover my articles, expertise, and contact details.
While social media connects you with your existing network, a website broadens your reach to a global audience actively seeking information and ready to book.
Complement your website with a co-branded Sandals referral site. This landing page, provided by Sandals, allows you to direct potential clients to a platform with up-to-date promotions and rates, all while ensuring you receive commission for bookings made through your referral link. Sandals manages the site’s accuracy and maintenance, and even handles brochure requests on your behalf. Their e-chat representatives can assist clients with booking decisions, and you still receive full commission credit. This referral site is a powerful tool to convert online interest into confirmed bookings.
6. The Sandals Road Warrior Car Wrap Program: Is It Worth It?
The Sandals car wrap program is a standout offering for CSS certified agents, and the question “is it worth it?” is a resounding yes. This program provides a completely free and straightforward marketing tool. You select a vehicle (new or up to five years old), contact your BDM, and choose from hundreds of available Sandals images.
Sandals handles the custom design, incorporating your agency name, phone number, and email into the wrap. Upon your approval, everything is shipped to a local installer, and the entire installation process is free of charge. This program extends beyond cars to golf carts, RVs, and more.
Initially, despite my BDM’s strong recommendations, I hesitated, unable to envision my large SUV wrapped. However, my only regret is not participating sooner. The car wrap has generated substantial business. People approach me in parking lots, at gas stations, and even call after seeing my wrapped vehicle on the road. I am now on my second car wrap and consider it an indispensable marketing asset.
Beyond the free advertising, the car wrap program offers another significant benefit: you can utilize your marketing bank funds (accrued from bookings) to be reimbursed for a portion of your monthly car payment while your car is wrapped. This further enhances the value and ROI of the Sandals car wrap program, making it a truly worthwhile investment in your business growth. It’s a mobile billboard constantly promoting your Sandals expertise.
7. Maximize Bridal Shows with a Booth Presence
Sandals Resorts has been synonymous with destination weddings and honeymoons for four decades. Bridal shows offer a prime opportunity to tap into this market. Contact your BDM to coordinate participation in bridal shows, leveraging their expertise in booth setup and materials.
Bridal shows attract not only engaged couples but also their families and friends, expanding your potential client base beyond just weddings and honeymoons. These events are valuable for general brand awareness, lead generation, and networking within your community. Participating in bridal shows is a highly effective marketing strategy.
8. Sponsor a Hole-in-One at Golf Tournaments
Golf is a significant draw for many Sandals and Beaches resorts, boasting exceptional Greg Norman-designed courses. Sponsoring a hole-in-one at local golf tournaments is a strategic way to reach the golf community and promote Sandals vacations.
Offer a “free Sandals vacation” hole-in-one prize to generate excitement and visibility. Insurance is available to cover the cost of the trip in case of a winner, mitigating your financial risk. Your BDM can guide you through the insurance process. If someone wins, the insurance covers the trip cost, and you secure the booking and commission.
Beyond the prize, tournament sponsorships provide exposure to golfers and spectators. Many tournaments allow you to set up booths with promotional materials and engage directly with participants. Some even allow you to staff refreshment stations on the course, providing further interaction opportunities.
9. Host VIP Events: Vacation in Paradise
Hosting VIP events, branded as “Vacation in Paradise” events, is an excellent strategy for raising brand awareness and connecting with potential clients. These events can be tailored to your specific goals and can range from small, intimate gatherings to larger, public events. Collaborate with your BDM to develop event concepts that align with your target audience.
VIP events provide a platform to educate attendees about the Sandals and Beaches brands and guide them toward the perfect resort for their vacation. Events can be themed around specific interests like pickleball, diving, golf, or wellness, or be general Sandals and Beaches showcases. The primary objective is to connect with potential clients and establish your agency as the expert in Sandals and Beaches vacations.
Remember to utilize your marketing bank funds to support these events, maximizing your resources.
10. Strategic Advertising: Think Beyond Social Media
While social media is a crucial advertising channel, explore diverse advertising avenues to broaden your reach. Creativity and out-of-the-box thinking are key.
Beyond social media, consider advertising in magazines, on billboards, in athletic programs, in parades, and, of course, leveraging your Sandals car wrap as a mobile advertisement. Marketing bank funds can be used for Sandals-approved advertising initiatives. Consult with your BDM to ensure your advertising aligns with brand guidelines and maximizes impact.
11. Unlock Growth Through Group Travel
Group travel is an efficient way to significantly increase your booking volume. Instead of booking individual trips, you secure multiple rooms with a single booking effort. Group travel opportunities are vast, encompassing wedding groups, multigenerational family vacations (especially at Beaches Resorts), social clubs, and groups focused on specific activities like golf, diving, pickleball, tennis, yoga, or wellness retreats.
Identify groups within your community interested in traveling together. Sandals and Beaches offers appealing perks and amenities for group bookings. Your BDM and the Sandals groups department can provide step-by-step guidance on managing group travel.
Elevate Your Travel Agency with Sandals & Beaches
Business growth requires investment – investment in yourself, your knowledge, and your marketing. Dedicate time to learning, development, and exploring the Sandals and Beaches resorts firsthand. Invest financially in your website, advertising, and travel experiences. This commitment will yield substantial returns.
Sandals and Beaches stands out for its exceptional support of travel advisors, exceeding other brands in the industry. Their BDMs are among the best in the travel sector, dedicated to your business growth. Utilize their expertise fully.
The Road Warrior car wrap program is a free, high-impact marketing tool – making it unequivocally worth it. Your marketing bank, fueled by your bookings, provides funds for advertising, VIP events, and various marketing initiatives – leverage these resources.
Sandals and Beaches offers a wealth of assets to empower your business. Take the initiative, engage with your BDM, and unlock the potential for significant growth in your travel agency. Just ask for support – it’s readily available.
Let our expert travel advisors at Travel Agency help you plan your next unforgettable vacation!
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