Dr. Jill Novak, University of Phoenix, Texas A&M University
Sandals (Beaches) is a Caribbean Based Resort Hotel Chain, that was only recently established, but has proved to be highly successful, based on their innovative marketing concepts. This SWOT analysis is about Sandals. In Montego Bay, Jamaica, in 1981, Gordon "Butch" Stewart, took notice of an old hotel sitting on Jamaica's largest private white sand beach, bought it, fixed it up and opened the hotel doors for business. With no prior experience, the investor envisioned a marketing plan for the resort to cater to couples only. Sandals Montego Bay became the first all-inclusive vacation concept, and by year-end of 1988, Sandals refined and perfected concepts, such as, swim-up pool bars, royal treatment with private beaches, breakfast in bed, and beachfront gourmet meals. In 2004, the resort hit great heights with the creation of the company's ultimate all-inclusive butler service. With thriving expansions, Sandals currently holds locations in Jamaica, St. Lucia, Antigua, and the Bahamas, totaling 12 resorts. A long way from one, run down hotel on a private sandy beach! Today, the resort offers luxury package vacations, fine dining, night entertainment, scuba diving and water sports, golf and land sports, spas, and wedding packages. Sandals' is committed to the resort's mission of ".attaching a premium to human resources and being among the most environmentally responsible and community friendly groups in the hospitality industry" (Sandals Resorts, 2007). Sandals resorts continue to penetrate the market with their couples' only concept, and have expanded this concept with accommodations for families through other beach resorts, branded Beaches. Strengths
They created the idea of a couples only resort by introducing the Sandals resort; they also opened Beaches, a family luxury resort; Royal Plantation, three exclusive luxury oriented resorts with butler service and private airplanes; and the Grand Pineapple, a value resort for families. All Sandals resorts are Green Globe Certified; it means that the staff is continually trained by local government run environmental organizations, they monitor and conserve all water use on property, they use times on all electrical equipment such as; Jacuzzi blowers, steam rooms at the Spa, outdoor lighting for walkways, refrigeration equipment in the kitchens, etc., recycling food, and office paper, reducing the use of all hazardous chemicals and Inviting local craft vendors to the hotel at least once per week to display and sell their craft items. Winner of thousands of awards, including:
•Six time winner of the Gold Travel Life Award by Virgin Holidays. •Nine time winner of the Baxter Travel Media award for Favorite Resort. •2008 Thomas Cook Award for Best Hotel Chain, and Best Wedding and Honeymoon Hotel. •TripAdvisor awarded them the 2007 and 2008 World's Most Romantic All-Inclusive Resort. •Travel + Leisure Magazine awarded them one of the top 25 hotels in the Caribbean for 2002, 2006 and 2008. •Condé Nast Magazine Readers Choice Poll awarded them one of the top 25 Caribbean Resorts for 2006, 2007; and the top 15 Caribbean Resorts and Spas for 2000, 2004 and 2005. •They have made the Condé Nast Magazine Gold List every year from 2000-2007. •In 2007, they were given a World Savers Award by Condé Nast Magazine for their Adopt-A-School program. •In 2006 they won second place in the Caribbean Travel and Life Magazine Reader's Choice poll for Best All-Inclusive Resort. •In 2005 Modern Bride Magazine voted them the Favorite All-Inclusive Resort and in 2008 the Best All-Inclusive Resort chain. •American Express gave them the Caribbean Environmental Award for Green Hotel of the year, 2003, 2004, 2006 and 2007. •They earned the Travel Weekly Magellan Award for Overall Eco-Friendly Resort in 2008. •They were voted Travel Weekly America and UK Readers Choice for Best All-Inclusive...