Controversial Policy Hasn’t Hurt Sandals’ Ties to Agents

More than a year after Sandals instituted a controversial policy curtailing travel agents’ ability to earn commissions on clients’ future Sandals bookings, the company’s relationship with agents remains strong.

The new policy—part of Sandals Soon Come Back program—applies to future bookings made by clients vacationing at a Sandals resort. It requires clients to send written instructions to Unique Vacations requesting that they want the booking transferred to their agent. Unique is Sandals’ exclusive booking representative.

The policy also capped commissions on the on-site booking at 10% and prohibited agents from transferring bookings to tour operators. Agents can earn from 14% to 16% on bookings made through wholesalers.

No real effect
Although agents were initially angered by the new policy, they now say it hasn’t had a negative impact on their business.

“It’s not something I see actively going [on], so its not something I feel I have to actively counter,” said Shari Marsh, owner of Cruise Holidays Land and Sea in Raleigh, N.C.

Marsh said she has yet to have a client use the program so, “I personally just haven’t found it to be much of a problem.”

Other agents echoed Marsh’s sentiments.

“Sandals has always been a big supporter of the travel agent community,” said Tom Carr, president and owner of Lexington, KY-based All Inclusive Outlet.

“I know some people have been upset by the Soon Come Back program, but for us it has been a non-issue,” he said, adding that his sales for Sandals resorts increased this year.

Not pleased
Although many agents said the policy hasn’t caused them any problems, others remain unhappy with it.

“I understand that as a business, Sandals has had to make cuts which they feel are necessary to their business model, but that doesn’t mean I like it,” said Michelle Bouzek, ACC, at Vacations in Paradise in Pflugerville, Tex.

But like Marsh at Cruise Holidays Land and Sea, Bouzek said most of her clients have not used the program so there’s been no impact on her business.

A strong market
The continuing popularity of all-inclusive vacations has also helped minimize any bad blood between agents and Sandals.

Mitch Toren, chief vacation engineer at Holland, Pa.-based TripGuy Travel LLC, said that, given the high demand for all-inclusives, developing a positive relationship with Sandals is a wise move for agents.

“Sandals continues to be a leader in both the all-inclusive resort space and in partnering with agents to sell their resorts,” Toren said.

Bouzek, added, “I can not speak for all agents but I know that Sandals is a big part of the success of my agency.”

Committed to agents
Sandals meanwhile, stressed its commitment to agents with programs like its Certified Sandals Specialists, Preferred Sandals Agency Program, and the Chairman’s Royal Club.

 “We have invested heavily in our partnership with agents and will continue to do so because we believe it essential to our ability to delight guests, to exceed their expectations and to welcome them again and again,” said Gary Sadler, senior vice president of sales at Unique Vacations.

“Successful agents specialize and are uniquely qualified to match the right hotel with the right client because they know the product intimately,” Sadler said.