Agents Still Supportive After Sandals Cuts
by Andrew Sheivachman /Six months after Sandals capped travel agent commissions on its future bookings programs, agents say relations with Sandals remain strong – even if the commission cuts sting.
“Sandals management has done some scrambling to defuse the situation, and I give them credit for that,” said Shari Marsh, owner of a Cruise Holidays franchise in Raleigh, N.C.
Earlier this year, agents were troubled by changes to Sandals’ Soon Come Back program, including new rules making it more difficult to receive credit when clients booked future vacations while staying at a Sandals resort.
The changes also capped commissions on Soon Come Back bookings at 10%, including by prohibiting agents from transferring the bookings to their tour operator partners.
Agents react
Following an outcry from the travel agent community, Sandals flew agents to Sandals Emerald Bay in the Bahamas for three days of emergency meetings with selected top sellers.
But the company stood by its new policy and agents had to adapt to the new normal – 10% commissions for onsite bookings made by their clients.
Today, the resort company’s relations with travel agents are as close as ever – from Sandals’ perspective.
“The relationship between Sandals Resorts and travel agents has never been better,” said Sandals spokesperson Ana Zawacki. “In fact, travel agents are playing a key role in the opening of Sandals LaSource Grenada.”
Six months later
Agents’ harsh reaction to Sandal’s commission policy change has softened over time due to successful outreach efforts by Sandals.
“I can appreciate why they made the decision [to change the Soon Come Back policies], but I don’t think the decision is a good one,” Marsh said.
At the same time, Marsh conceded that Sandals may have had good reasons for the change.
“I was told there are many agents who do nothing when they send their clients down and the client participates in Soon Come Back,” said Marsh.
“They make Sandals do all the work and that costs Sandals money.”
A history of support
Other agents said that Sandals still supports agents – even if recent changes have cast some doubt.
“[Sandals Resorts chairman Gordon] “Butch” Stewart has always been very supportive of travel agents, and agents have loyalty to the Sandals brand in their blood,” said Jennifer Doncsecz, CTIE, president of VIP Vacations in Philadelphia.
“We’ve never stopped selling Sandals; if our clients are happy, we’re happy.”
She said Sandals’ changes are part of a larger shift between travel sellers and suppliers.
“We lose significant market share due to loyalty points and timeshares, as well,” said Doncsecz. “We shouldn’t just target Sandals on this.”
Who got hurt
While business continues as usual for bigger agencies that sell Sandals, the policy changes may have hurt smaller agents and those new to the industry.
“It’s the smaller and at-home agents that suffer a bit; the brouhaha over this was definitely alarming,” said Doncsecz.
Sandals has moved on and it’s doubtful the agent fallout has hurt its bottom line. Agents say they will support Sandals, so long as the company offers superb vacations.
“They have amazing product and I’m going to continue placing my guests with amazing product,” said Marsh.
“How guests feel is worth more than 3% to 5% [in lost commission].”