The resort operator previously licensed Funways Holidays to handle a significant amount of its trade bookings in the UK, but from April 10 Sandals will take bookings under its own Atol, and will be able to carry up to 20,000 passengers in its first year.
Karl Thompson, Sandals’ UK and Europe managing director, described the move as “win-win” for its travel agent partners.
“This will enable us to create more meaningful marketing and communication partnerships with the trade, but is just one part of our strategy to grow sales with all our trade partners – anyone who has a potential customer for us,” he said.
Commercial agreements have been signed with all the major consortia and retail networks, and joint marketing activity is already confirmed with several of these groups.
Retail bosses have welcomed the move.
Hays Travel has a Sandals campaign combining direct mail, email and social media poised to launch next month.
Jonathan Woodall, Hays’ group commercial director, said: “We do work closely with Funway but we’ve never done much together on Sandals as the Funway brand doesn’t mean as much to consumers.
“This opens more opportunities for us, both to shout about Sandals to our existing customers, and also to attract new customers, particularly on social media.
“We haven’t been doing huge volumes for Sandals previously, but we’re determined to grow it now.”
Advantage’s commercial director John Sullivan also welcomed the move.
“Sandals is a strong brand with a great portfolio – this new deal will deliver new marketing and product strategies,” he said.
Cherie Richards, commercial director of The Global Travel Group, said the consortium was “thrilled” members would now be able to work directly with Sandals.
“Our members have benefited from the long-standing relationship with Sandals for many years, and we are looking forward to strengthening the relationship further.”
Sandals has announced a raft of agent initiatives to launch the operation to the trade.
Agents will receive a pack to help them use the new bookable website, and Sandals is currently recruiting for two additional business development managers to take the total to eight.
They will also conduct a sales blitz and host dinners in April for agents around the UK.
A launch incentive will also offer agents making bookings in April the chance to win a week-long butler suite-category stay at Sandals Ochi Beach Resort in Jamaica.
Read the full exclusive interview with Karl Thompson here.
