In A Jamaica State of Mind with Sandals Resorts’ Executive Chairman Adam Stewart

Anyone who has ever traveled to Jamaica knows what it means to have “a relationship with the island.” You never forget the rhythm, the freedom, the peace, or the most positive people on earth. The relationship hits closer and closer because with every visitor who pours into Jamaica, the love literally pours out of the island. It’s been this way since the first Sandals Resort opened in Montego Bay more than 40 years ago.

Pictured here: Sandals Montego Bay in Jamaica.

But something bigger than ever is happening in Jamaica right now. It’s so palpable that more than 1,000 travel advisors and dignitaries from every corner of the world recently came to experience it during a week called the Sandals Jamaica Love Tour. They spent a week immersed in activities like a thought leadership showcase, embarked on a Reading Road Trip with the Sandals Foundation to read to schoolchildren, shared laughter with locals, enjoyed the rhythms of authentic Caribbean performers and discovered why Jamaica and love are bound together.

Among it all, we caught up with the man who has a deeply personal connection to the island and knows it like no other, Executive Chairman of Sandals Resorts International, Adam Stewart. Because what better way to understand this recent surge of energy, the nature of Jamaica Love, and the rise of ‘Sandals 2.0’ than to listen to a father, son, and friend who lives it every day?

“Jamaica is having a moment.”

As someone who was born and raised here, I know this incredible island like the back of my hand. But I’ve never seen anything like what I’m seeing today. This is an extraordinary moment. Jamaica has never looked more beautiful or felt more welcoming. New businesses are opening. New flights are coming to the island. The country’s debt to GDP has been cut in half. The national reserves are exponentially higher. However, statistics aren’t the story. They’re the outgrowth of a theme: The landscape of Jamaica is changing.

“We know why the world loves Jamaica.”

It’s because Jamaica loves the world. You feel the love as soon as you arrive. We love when you come to our country to celebrate with us. This is a place of beauty. This is a place of peace. This is a place of genuinely friendly people. No one does hospitality like we do hospitality because this is who we are.

“At Sandals we say, The world stands still for no one.”

You either fear change or you thrive on it. No matter how excellent you are, you have to evolve and improve. It’s why we began to roll out Sandals 2.0 to coincide with the changing landscape of Jamaica. We’re committed to leading the luxury all-inclusive category, so we’re upping our game in every facet of hospitality: wellness, gastronomy, entertainment, comfort, personalized service, and the overall uplifting of people. And you can clearly see we’re designing resorts that should be on every cover of Architectural Digest.

“It starts with a mindset.”

Any time someone tells us, “It can’t be done,” we say, “Watch us.” Watch us turn a concept into magnificence. If you listened in on any of our meetings of any kind, you’d hear an overload of ideas. There are no crazy ideas as far as I’m concerned, which is why so many of them have become part of Sandals 2.0.

Pictured here: The Coyaba Sky Villa Swim-up Rondoval at Sandals Dunn's River in Ocho Rios, Jamaica.

“The new Sandals Dunn’s River represents the future of Sandals.”

Literally every concept at Sandals Dunn’s River is a Sandals-first concept. When our team decided to create Rondovals with rooftop terraces, we said, “Great idea. Now let’s take it to another level and add a stargazing concierge.” The same kinds of conversations led to heart-shaped overwater bungalows, beachside SkyPool suites, and novel culinary concepts that fit the culture of our resorts in Jamaica and the Caribbean at large.

“To us, it’s personal.”

The word “authentic” means something to us because no one knows or cares more for the Caribbean more than we do. We wanted Sandals Dunn’s River to immerse guests in the natural wonders of Jamaica: ferns, streams, waterfalls, the majestic banyan tree. It’s the Jamaica we know and love intertwined with next-level luxury.

“Every innovation has to make the customer experience better.”

Treat everyone like family. That’s the Jamaican attitude. My father built this into the DNA of Sandals and Beaches Resorts from the beginning. He would often say, “Keep fascinating every guest.” It didn’t matter if they were coming for the first time or for the 20th, we would wow them by exceeding their highest expectations. That’s what makes us different.

Pictured here: The new Firesky Reserve Villas at Beaches Negril in Jamaica.

“Two things will never change.”

When our guests visit us, they will always be on the world’s most beautiful beaches with the world’s friendliest people. I’ve had the privilege to travel the world, and whenever I leave Jamaica, I can’t wait to get back home. If you’ve ever been here, you know the feeling. The U.S. Ambassador to Jamaica, N. Nickolas Perry, put it best when he said, “We’ve heard the Caribbean referred to as America’s backyard. We know it is America’s front yard. You put pearls in your front yard, and Jamaica is truly a pearl in America’s front yard.”

“Family means something here.”

I mentioned my father earlier and I have to share, he represented all that’s good about the Caribbean islands. He cared deeply for our environment and our communities. He was an incredible voice, an unbelievable visionary, and he remains an inspiration to this day. Nothing held him back. And like every Jamaican, he was proud of his country. He saw an opportunity to do something amazing, so he started a company as one person who believed nothing is impossible if we work together. His company became two people, then four, and now Sandals and Beaches employ over 20,000 Caribbean nationals across nine islands — the biggest, most recognized brands to ever come out of the archipelago. The brands are special because they’re powered by the people who live here, from top to bottom that we consider family.

“I believe the single greatest business on the planet is tourism.”

And there’s no better destination than the Caribbean. What other place makes people happier? What other place provides more endorphins, more memories, all in a backdrop the Almighty created that is absolutely stunning? And who are the beneficiaries? Our guests and the people in our communities. There’s no better way to show love than to lift each other up.

“Now you understand why Jamaica and Love go hand-in-hand.”

You cannot be here in Jamaica and not feel the rhythm, the love. It’s impossible. It’s ingrained in the music, history, culture, beaches, UNESCO sites, waterfalls, mountains, rivers … I could keep going. It’s who we are. We love our guests. We love our farmers, artisans, pastors and priests who officiate weddings at our resorts, and partners around the island. We love our food, our culture, and our beautiful environment. We absolutely love our home. This love drives us every single morning to be better today than we were yesterday. And I can tell you with certainty, Jamaica Love is stronger in this extraordinary moment than it’s ever been in my lifetime. If you come, we’ll prove it to you.

Pictured here: Overwater Bungalows at Sandals South Coast in Whitehouse, Jamaica.