The Caribbean all-inclusive hotel group is to open high-street premises in early March in London’s affluent Kensington district, close to its existing head office.

Sandals’ UK and Europe managing director Karl Thompson said that the location had been chosen carefully to avoid the risk of taking business from travel agent partners.

“We didn’t want to locate near other retailers. The last thing we want is to take business away from anybody,” he claimed.

Instead, Sandals hopes the store will serve to educate both consumers and agents about its product.

“Yes, we will be taking bookings in the store, but we expect consumers might also experience the product here, then go back to their local travel agency to book. It’s really a showcase of our product,” said Thompson.

The fact Sandals has chosen the UK for its first ever high street outlet showed the strength of the UK market, he added.

“We’ve never done this in the US or the Caribbean, which is really exciting for the UK market,” he said.

“Sales in the UK have grown 50% in the last two years, and creating a high street presence seemed a natural progression.”

But he insisted the new store did not spell the creation of a chain of retail outlets across the country.

“Perhaps the concept could work in the US or Canada, but we are not intending to open more in the UK. We are not setting up a chain,” he said.

Read about TTG’s hard-hat tour of the new store.