Sandals Resorts
A Jamaican luxury all-inclusive resort brand focused primarily on couples’ holidays in the Caribbean.
Last updated October 25, 2026
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Overview
Sandals Resorts is a Jamaican luxury all-inclusive resort brand operated by Sandals Resorts International (SRI). The brand is principally associated with adults-oriented and couples-focused vacations in the Caribbean, including honeymoons, destination weddings, anniversaries and leisure stays. Its resorts combine accommodation, meals, beverages, entertainment, water sports and selected land activities within an all-inclusive price structure. The brand’s commercial proposition is built around reducing the need for guests to make separate arrangements or pay separately for many core holiday services. The business began in 1981, when Jamaican entrepreneur Gordon “Butch” Stewart acquired the Bay Roc Hotel on one of Montego Bay’s major beaches. Although Stewart had not previously operated hotels, he converted the property into Sandals Montego Bay and developed a resort concept aimed at couples seeking a relatively upscale Caribbean package holiday. The company subsequently expanded across Jamaica and then into other Caribbean destinations. Sandals became known for amenities designed to distinguish all-inclusive resorts from conventional beach hotels, including extensive dining options, organized activities, watersports and, beginning in 1984, a swim-up bar at its Montego Bay property. Sandals Resorts is part of the wider SRI portfolio. The group also operates Beaches Resorts, a family-oriented all-inclusive brand, as well as Fowl Cay Resort and private villas. SRI oversees resort development, operating standards, staff training and day-to-day management. This group structure allows Sandals to remain specialized around couples while the wider organization addresses other segments of Caribbean leisure travel. The brand’s geographic footprint has expanded from Jamaica to Saint Lucia, Barbados, the Bahamas, Antigua, Curaçao, Grenada and Saint Vincent and the Grenadines. As of 2025, the Sandals portfolio comprised 17 resorts: seven in Jamaica, three in Saint Lucia, two in Barbados, and one each in the Bahamas, Antigua, Curaçao, Grenada and Saint Vincent and the Grenadines. Properties range from established beach resorts to newer developments incorporating suites and overwater accommodation. In December 2016, Sandals Royal Caribbean in Montego Bay introduced the Caribbean’s first Sandals overwater villas, reinforcing the brand’s move toward higher-value accommodation and distinctive experiential features. Service consistency and employee development have been important parts of the operating model. In 2012, SRI launched Sandals Corporate University, a regional education and training initiative for employees of Sandals and Beaches. The program has worked with universities, professional organizations and local educational institutions to provide training in areas such as customer service, leadership, sales and professional communication. The Sandals Foundation, established in 2009, serves as the group’s philanthropic arm and supports community, education and environmental initiatives in the Caribbean. Sandals has also faced significant criticism. Its historical policy excluding same-sex couples from couples-only resorts attracted public opposition, affected promotional relationships with companies and contributed to advertising restrictions in the United Kingdom. The policy was ended in August 2004. In 2013, Sandals and the government of the Turks and Caicos Islands reached a reported US$12 million settlement connected with local corruption allegations; the settlement did not include an admission of liability. These controversies remain part of the brand’s corporate history, although its current public positioning emphasizes hospitality, romance and Caribbean resort experiences. SRI is headquartered in Montego Bay. Adam Stewart became executive chairman after the death of founder Gordon Stewart in January 2021. Gebhard Rainer served as SRI chief executive until June 2024; a subsequent chief executive is not identified in the supplied…
History
Sandals Resorts originated in Jamaica in 1981 when Gordon “Butch” Stewart acquired the Bay Roc Hotel in Montego Bay. Stewart had no prior hotel-operating background, but used the property to establish Sandals Montego Bay and develop a Caribbean all-inclusive resort concept aimed at couples. The early model combined accommodation, food, beverages, activities and entertainment into a bundled holiday experience, while presenting the resorts as more upscale and romantic than many conventional package-holiday properties. Expansion followed within Jamaica and later across the Caribbean. Sandals developed a recognizable couples-oriented identity, with beachfront locations, wedding and honeymoon services, multiple restaurants, inclusive water sports and resort entertainment. In 1984, the company introduced the Caribbean’s first swim-up bar at its Montego Bay resort, an innovation that became associated with the experiential character of the brand. The wider Sandals Resorts International group later diversified its portfolio through Beaches Resorts, which serves families, as well as Fowl Cay Resort and private villas. SRI’s activities extend beyond the consumer-facing Sandals name. The organization is responsible for developing properties, setting operating and service standards, training employees and managing daily resort operations. In March 2009, it established the Sandals Foundation as its philanthropic arm. The foundation’s work has supported community, education and environmental initiatives in the Caribbean. In March 2012, SRI launched Sandals Corporate University, a regional adult-education and professional-development program for employees of Sandals and Beaches. Its subject areas have included customer service, leadership, sales and professional communication, delivered through partnerships with educational and professional institutions. The group continued to add differentiated accommodation formats. On December 1, 2016, Sandals Royal Caribbean in Montego Bay opened Sandals’ first overwater villas and described them as the first such villas in the Caribbean. This development strengthened the brand’s premium positioning and broadened its appeal beyond standard beachfront rooms and suites. By 2025, Sandals operated 17 resorts in eight Caribbean markets: seven in Jamaica, three in Saint Lucia, two in Barbados and one each in the Bahamas, Antigua, Curaçao, Grenada and Saint Vincent and the Grenadines. Its Jamaican properties included Sandals Dunn’s River, Montego Bay, Negril, Ochi, Royal Caribbean, Royal Plantation and South Coast. The overseas portfolio included Grande St. Lucian, Halcyon Beach and Regency La Toc in Saint Lucia; Royal Bahamian in Nassau; Sandals Barbados and Royal Barbados; Grande Antigua; Royal Curaçao; Sandals Grenada; and Sandals Saint Vincent and the Grenadines. The brand’s history also includes reputational and legal controversy. From 1981 until August 2004, Sandals maintained a couples-only admission policy that excluded same-sex couples. The policy became publicly prominent after Sandals stays were used in promotions by companies including Microsoft, Yahoo! and US Airways. Some promotional partners ended their relationships after stating that they had not known about the policy. The company also faced criticism concerning accessibility, and advertisements were banned from the London Underground in 2003 following public objections. Sandals ended the same-sex-couple exclusion policy in August 2004. In January 2013, Sandals and the government of the Turks and Caicos Islands reached a reported US$12 million settlement related to local corruption allegations. The settlement was made without an admission of liability. Founder Gordon Stewart died on January 4, 2021, after which his son Adam Stewart became executive chairman of SRI. Gebhard Rainer was SRI’s chief executive until June 2024. In 2025, Hurricane Melissa caused the closure of all Sandals hotels in Jamaica, with several properties identified in the supplied reference material for reopening in December of that year.
- 2025
Jamaican resorts affected by Hurricane Melissa
[1]Hurricane Melissa led to the closure of Sandals hotels across Jamaica, with several properties scheduled in the reference material to reopen in December.
- 2021
Adam Stewart becomes executive chairman
[1]Adam Stewart became executive chairman of SRI after the death of founder Gordon Stewart.
- 2016
Overwater villas open at Sandals Royal Caribbean
[1]Sandals Royal Caribbean in Montego Bay opened the brand’s first overwater villas on December 1.
- 2012
Sandals Corporate University launches
[1]SRI introduced a regional employee education and training program serving Sandals and Beaches staff.
- 2009
Sandals Foundation established
[1]SRI launched the Sandals Foundation as its philanthropic organization.
- 2004
Same-sex couple exclusion policy ends
[1]Following years of criticism and protest, Sandals ended its policy of refusing accommodation to same-sex couples.
- 1984
First Sandals swim-up bar
[1]Sandals introduced a swim-up bar at its Montego Bay resort, described in the reference material as the first of its kind in the Caribbean.
- 1981
Sandals Montego Bay opens
[1]Gordon “Butch” Stewart acquired the Bay Roc Hotel in Montego Bay and opened it as Sandals Montego Bay, establishing the Sandals resort brand.
Products and positioning
Premium Caribbean all-inclusive hospitality centered on couples, romance, honeymoons and destination weddings, with an emphasis on bundled services, beachfront settings and distinctive resort amenities.
Hospitality · 1981
Sandals all-inclusive resort stays
The core Sandals offering bundles accommodation with meals, beverages, entertainment, selected land activities and water sports. Resorts are designed primarily for couples and emphasize beachfront settings, multiple dining venues, bars, pools and organized leisure experiences.
Travel packages
Honeymoon and romance packages
Sandals markets stays around honeymoons, anniversaries and romantic holidays. The proposition combines couples-oriented accommodation with dining, activities and resort services intended to support celebrations and longer leisure stays.
Events and hospitality
Destination weddings
Destination wedding services form an important part of the brand’s couples strategy. Resorts provide Caribbean locations and supporting accommodation and hospitality services for wedding parties and guests.
Premium accommodation · 2016
Overwater villas
Sandals introduced its first overwater villas at Sandals Royal Caribbean in Montego Bay in 2016. The villas extend the brand’s premium positioning through distinctive accommodation built over the water rather than directly on the beach.
Resorts · 1981
Sandals resort portfolio
As of 2025, the portfolio comprised 17 resorts across Jamaica, Saint Lucia, Barbados, the Bahamas, Antigua, Curaçao, Grenada and Saint Vincent and the Grenadines. Properties include Sandals Montego Bay, Negril, Royal Caribbean, Dunn’s River, Grande St. Lucian, Royal Bahamian, Royal Barbados and Royal Curaçao.
Controversies
2020
Sandals Resorts faces boycott calls over Hannity sponsorship
Sandals Resorts faced online boycott calls after an article reported that it sponsored Sean Hannity's Fox show. The article quoted users pledging to boycott the resort and a post saying #BoycottSandals was trending in the United States. The report presented the boycott activity as an online reaction tied to the sponsorship disclosure, without detailing further outcomes or responses from the company.
2013
Turks and Caicos corruption allegations
Sandals and the government of the Turks and Caicos Islands reached a reported US$12 million settlement concerning local corruption allegations. The settlement did not include an admission of liability.
2004
Policy excluding same-sex couples
Sandals maintained a policy limiting its couples-only resorts to male-female couples. The policy generated criticism from advocacy groups, companies and the public before being ended in August 2004.
2003
London Underground advertising controversy
Sandals advertisements were banned from the London Underground after public objections connected with the brand’s exclusion of same-sex couples.
Marketing campaigns
- 1999Promotional resort-stay partnerships
United States · International
Sandals resort stays were offered as prizes in promotions associated with companies including Microsoft, Yahoo! and US Airways. The arrangements brought public attention to Sandals’ exclusion of same-sex couples.
Outcome. The companies involved ended or severed their relationships after stating that they had been unaware of the discriminatory policy.
Brand decisions
2021
Leadership transition after founder’s deathOtherBackground
Founder Gordon “Butch” Stewart died on January 4, 2021, creating a leadership succession point for Sandals Resorts International.
Action taken
Adam Stewart became executive chairman of SRI.
Aftermath
The company continued operating under the Stewart family’s leadership structure; the supplied material does not identify further ownership or executive changes.
2016
Launch overwater villas at Sandals Royal CaribbeanProduct launchBackground
Sandals sought to strengthen its premium positioning and add distinctive accommodation to its established beachfront resort model.
Action taken
Sandals Royal Caribbean opened the brand’s first overwater villas on December 1, 2016.
Aftermath
The villas became a signature premium accommodation format within the Sandals portfolio.
2004
End exclusion of same-sex couplesStrategyBackground
Sandals faced sustained criticism over its couples-only admission policy, including public protests, scrutiny of promotional partnerships and advertising restrictions.
Action taken
The company ended its policy of refusing service to same-sex couples in August 2004.
Aftermath
The change removed a prominent source of discrimination-related criticism from the brand’s operating policy.
Recent events
- Unconfirmed
Royal Caribbean acquires stake in resort operator Sandals for $3 billion[4]
Reported:
Royal Caribbean acquired a stake in resort operator Sandals in a $3 billion transaction, per a Reuters report.
Sandals sponsors 2022 Jamaica Bobsleigh Team[5]
Reported:
Sandals Resorts International announced its sponsorship of the 2022 Jamaica Bobsleigh Team, including logistics and travel costs for qualifying athletes and support for additional bobsleigh events leading up to the 2023 world championship.
Sandals launches 12 Days of Christmas sale[6]
Reported:
Sandals offered agents a £150 saving on qualifying package holidays of seven nights or more when booked before January 6, subject to quoting ‘12DAYS’.
Sandals launches virtual wedding livestream service[7]
Reported:
Sandals announced a complimentary wedding ceremony livestream service for eligible couples booking a destination wedding or ReTie the Knot at participating Sandals and Beaches resorts for weddings in 2020 or 2021.
Sandals Resorts faces boycott calls over Hannity sponsorship[3]
Reported:
Sandals Resorts faced online boycott calls after the article reported that it sponsored Sean Hannity's Fox show. The article quoted users pledging to boycott the resort and a post saying #BoycottSandals was trending in the United States.
Sources7 sources
- 1Sandals Resortsen.wikipedia.org
- 2Sandals Resorts official websitesandals.com
- 3Sandals Resorts faces boycott calls over Hannity sponsorshipmeaww.com
- 4皇家加勒比以30亿美元收购度假村运营商Sandals的股份news.google.com
- 5Sandals 赞助 2022 年牙买加雪车队eturbonews.com
- 6Sandals推出“圣诞12天”促销breakingtravelnews.com
- 7Sandals推出虚拟婚礼直播服务breakingtravelnews.com
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