Q&A: How Sandals Resorts’ New Campaign Champions Caribbean Authenticity

This sponsored content was created in collaboration with a Skift partner.

Sandals Resorts has long been synonymous with Caribbean luxury, but its latest marketing campaign, “Made of Caribbean,” deepens that connection by celebrating the region’s culture, craftsmanship, and natural beauty. Sandals launched the campaign to highlight the brand’s commitment to authenticity, from sourcing local produce to investing in the development of Caribbean talent. This approach not only enhances guest experiences but also fosters sustainable growth within the region.

SkiftX spoke with Adam Stewart, executive chairman at Sandals Resorts, about the philosophy behind “Made of Caribbean” and how the campaign reflects the company’s heritage and vision for the future. He discussed the company’s strategic approach to expansion, the importance of community engagement, and how Sandals is redefining luxury by immersing guests in the vibrant, authentic spirit of the Caribbean. 

SkiftX: To start, can you provide some background on the "Made of Caribbean" campaign? What is the core message, and why is it meaningful to Sandals?

Adam Stewart: Even before launching the campaign, we wanted to ensure we fully expressed who we are as a brand. Companies that have been around for decades often undergo a process of reaffirming their identity. For us, the answer was clear: we are Caribbean-based and Caribbean-born. My family has been in the region for seven generations, and the Caribbean is not just where we do business — it’s our home.

We embarked on a two-year deep dive to stress-test our identity and ask: How does the world see us? The result was a simple but powerful realization: we are Caribbean, with a capital “C.” No other hospitality enterprise is as deeply embedded in the region. Many investors operate here, but they don’t live here. We do.

With this campaign, we wanted to express that authenticity in a deeper, richer way. Previous marketing efforts hadn’t fully conveyed all that we are. We wanted to tap deeper into the vibrancy of the life we live and share that with our guests. "Made of Caribbean" brings that to the forefront, celebrating our culture, people, and landscapes in an organic, emotional way.

Sandals has long emphasized developing local talent and working with regional suppliers. How have these efforts evolved, particularly in connection with the "Made of Caribbean" campaign?

This campaign is a bold celebration of everything created by and for the Caribbean. Our commitment to local talent has never wavered — if anything, we’ve doubled down. In 2024 alone, we invested more in training and development than ever before.

A great example of our commitment is in Jamaica, where 90% of all produce consumed at our nine resorts is grown by local farmers. Beyond that, 81% of everything we use in Jamaica is sourced through local businesses. Even when we buy international brands, we do so through local suppliers.

Another example is in St. Vincent and the Grenadines, where we hired 480 team members two years before the resort even opened. We placed them in other Sandals resorts across the region so they could immerse themselves in training and absorb our values and culture. Then, when the resort was ready, they returned home, fully prepared to deliver exceptional service. Many of them had never traveled outside their home island before — it was a transformative experience for them and a first-of-its-kind initiative in the hospitality industry.

Sandals has been a family-owned business for over four decades. How does that heritage shape the brand's identity and operations today?

Being family-owned allows us to think long-term. We don’t operate based on quarterly returns. We own our brand, our real estate, and our management company. That gives us the agility to innovate without external constraints.

My father, who built this company, was an island boy through and through. He grew up on the beach, skipped school to go fishing, and truly understood the magic of the Caribbean. That perspective still guides us today. For instance, when we scout new resort locations, we don’t just look at real estate on a spreadsheet — we swim the beaches, walk the land, and experience it firsthand. That’s the foundation of how we create resorts that feel connected to their surroundings.

Maintaining authenticity while expanding must be challenging. How does Sandals balance growth with staying true to its roots?

It comes down to three things: the people, the real estate, and the design. We never compromise on these.

Our real differentiator is our people: 95% of our 20,000 team members are Caribbean nationals. We’ve built a corporate university that is fully funded for team members so they can advance their careers. We believe that when we invest in our people, they deliver an unmatched experience to our guests.

We only invest in best-in-class real estate and are patient about it. We’ve held some properties for 15 to 20 years before developing them because we knew they were special. Our designs blend luxury with the natural elements of the Caribbean — considering wind patterns, shade, and ocean views to create an immersive experience.

From a guest experience perspective, how does "Made of Caribbean" translate beyond marketing into on-property offerings?

A big part of the campaign is helping guests explore the Caribbean beyond our beautiful beaches. The Caribbean isn’t just sand and sea — it’s mountains, waterfalls, and rich cultural heritage. We’re designing more immersive experiences that showcase that.

For instance, we’ve introduced an “Island Inclusive” program included in the stay, where guests can take a convertible Mini Cooper around to explore the island, stopping at handpicked, locally owned restaurants to experience authentic cuisine. That’s one way we’re bringing "Made of Caribbean" to life.

Sandals has also been a leader in supporting Caribbean communities. Can you share some of the latest initiatives in this area?

We take a multifaceted approach to supporting our communities. Our Sandals Foundation, launched in 2009, ensures that 100% of all donations go directly to Caribbean communities — and Sandals covers all overhead costs. We focus on three pillars: the environment, community, and education. To date, nearly $115 million in cash and in-kind donations has gone to fund programs across the region.

One of our most popular initiatives is the Reading Road Trip, where guests can visit local schools to read to children. Another is Pack for a Purpose, which allows travelers to bring school supplies for local students.

Beyond these, we partner with medical professionals to provide free healthcare services, including dental and vision care. In Jamaica, we have a mobile dental unit that travels around the island. Our guests and corporate partners can get involved at whatever level they’re comfortable with, whether donating money, supplies, or time.

Beaches Resorts is a key part of the Sandals family. What does the future hold for Beaches, and how does it fit within the broader "Made of Caribbean” vision?

Beaches is a natural extension of the Sandals brand. It caters to guests who want the same level of service and authenticity but in a family setting. We’re expanding the Beaches brand with new resorts in Jamaica, Barbados, and Exuma, and recently announced the upcoming addition of the Treasure Beach Village, an incredible expansion coming to Beaches Turks and Caicos. 

Our focus is on large, open spaces rather than high-density developments. A typical Beaches resort sits on 50 to 70 acres with just 300 rooms, ensuring privacy and relaxation. We also offer Wi-Fi-free zones to encourage families to unplug and connect. It’s all about balancing modern conveniences with genuine experiences.

Sandals has been a pioneer in Caribbean hospitality. Are there plans to expand beyond the region?

The Caribbean is our playground, and there’s still so much to do here. However, we’ve been approached by investors and governments worldwide who want us to bring the Sandals experience to new destinations. When the time is right, we might explore that. But for now, our focus remains on refining and expanding within the Caribbean.

Finally, what’s the key takeaway from the "Made of Caribbean" campaign for hospitality leaders reading this?

Authenticity and innovation are often used as buzzwords, but they must be backed by substance. This campaign is about the true reflection of who we are. It captures the majestic colors, the people, and the energy of the Caribbean in a way that we hope will resonate deeply.

We live here, we invest here, and we believe in the power of this region. That’s who we are and that’s what "Made of Caribbean" is all about.

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This content was created collaboratively by Sandals Resorts and Skift’s branded content studio, SkiftX.