One-on-One with Sandals’ Marsha-Ann Brown

Today’s premier all-inclusive resorts provide destination-wedding guests with two significant advantages.

First, they employ professional wedding planners and concierge teams that coordinate the myriad details surrounding the wedding and honeymoon events at the property. Secondly, these properties feature the upscale facilities, cuisine, amenities and services that enable the wedding couple and their guests to enjoy deluxe vacations in a variety of stunning locations.

For agents, the challenge is matching their wedding clients to all-inclusive resorts that meet their desires and the needs of their guests. Sandals Resorts International, with its considerable number of properties throughout the Caribbean and an award-winning destination-wedding program, serves as an ideal partner for travel advisors seeking to boost their destination wedding business.

We spoke with Marsha-Ann Brown, director of romance for Sandals Resorts and Beaches Resorts, who discussed what separates company’s destination wedding programs from those of the competition.

WHAT ELEMENTS GO INTO CREATING A SUCCESSFUL RESORT DESTINATION WEDDING?

We must stop thinking of a destination wedding as a fivehour experience and a destination bride as a traditional one. With time and value paramount to the decision-making process, a destination wedding should be easy, stress-free and fun—for both the couple and their guests.

Many of our brides report they are choosing destination weddings because they want to turn a traditional celebration to a days-long affair. More time with family and friends is important to these couples, and so in turn, it is important to us.

HOW HAS SANDALS ENHANCED ITS DESTINATION WEDDING PROGRAM TO REFLECT THE LATEST GENERATION OF CLIENTS?

We just launched our exciting new destination wedding experience, Aisle to Isle, which was designed in response to an in-house proprietary study that revealed Millennial brides and grooms seek inspiration and information above all else when planning their wedding celebration. Featuring eight, all-new décor inspirations, enhanced options for food-and-beverage and new ceremony and reception venues, Aisle to Isle was created to give brides endless choices.

And let’s face it, no bride wants a replica of another couples’ wedding-day festivities. The ability to customize every facet of the experience—so that it truly reflects the unique personality of the individual couple and their style—is paramount.

HOW SHOULD AGENTS COMMUNICATE THE BENEFITS OF A SANDALS’ DESTINATION WEDDING EXPERIENCE TO THEIR CLIENTS?

It’s all in the details.

As with any other selling experience, we encourage agents to know their clients. Are they looking for the playful personality and famed beach at Sandals Negril, or perhaps the charming, luxurious setting of Sandals Royal Plantation?

If families are uniting together and children are welcome as part of the experience, Beaches Turks & Caicos, or our two Beaches resorts in Jamaica, will delight guests of all ages. Knowing your clients shows that you care, but it also ensures you’ll be able to deliver the promise of the experience they hoped for.

And we’ve said this before—don’t be afraid of the upsell. Our amazing suites are perfectly positioned for a wedding that turns into a honeymoon and a splurge—with a spa day for the bride and her bridal party or a special cocktail at the wedding reception, which may be that very thing the bride and groom would love but couldn’t have imagined for themselves.

WHAT EDUCATIONAL PROGRAMS DOES SANDALS PROVIDE FOR TRAVEL AGENTS?

We say it all the time, but there is no substitution for expertise. Our mantra has always been “seeing is believing.”

We continually create the most extensive agent education and marketing programs in the industry. Sandals Resorts are not cookie-cutter hotels, and you will be an asset to your clients if you understand the differences that distinguish the properties and the destinations in the Caribbean where they are located.

The best way to do this is to become a Certified Sandals Specialist. Agents who participate in this program truly distinguish themselves and are rewarded for their efforts. And make your BDM your go-to, personal conduit for all things Sandals-related. BDMs are in the field to serve you and are a tremendous resource.

Travel Agents can now join us for a more in-depth look at our new Aisle to Isle destination weddings program.

This webinar will provide them with a greater understanding on how best to promote, market and sell Sandals and Beaches destination weddings with confidence and ease. It will also dive deep into our ‘Global Gourmet 5-Star Food & Beverage’ offerings, featuring 35 menu choices, which include a custom chef and theme bars.

Additionally, we’ll provide agents with greater details on our newest photography and videography packages, including special à la carte touches.

Agents can utilize fantastic marketing opportunities to drive a sale—like Test Drive Your Wedding, where couples can hop on a plane to experience the resort first-hand before booking the wedding.

Life-long learning with weekly webinars can be found by visiting the travel agent portal at taportal.sandals.com.