p30 hotels nov21 18/11/08 13:47 Page 30
Hotels & resorts
Rupert Murray
020 7921 8010
rmurray@ttglive.com
For the latest accommodation news, visit
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Interview Adam Stewart, Sandals
It’s all child’s play for the boss
Would you call watching MTV
work? Adam Stewart does.
Rupert Murray spoke to the
Sandals chief executive at WTM
about how his viewing habits
help him develop the brand
Sandals’ Sesame Street tie-up keeps younger guests happy
T
here can’t be many chief executives who In January the $100 million Turks and Caicos
as part of their job watch an hour of MTV Italian Village will be complete, taking this
before going to bed. In fact, there’s prob- child-centric ethos to the next level.
ably only one: Adam Stewart of Sandals. Tie-ups with Sesame Street and Crayola ensure
The 27-year-old is one of the youngest chief younger children are catered for, while teens, a
executives in the world so perhaps his television trickier audience to keep happy, have access to
viewing choice is not too surprising. $200,000 worth of music mixing equipment.
But he doesn’t do it for fun – it’s homework. Every family room has an Xbox 360 in it.
“I do my best to know what children and young There are 16 restaurants, and the grounds are
people are in to because it is vital we understand vast, as Stewart believes in resorts feeling
what they want from a holiday,” he says. relatively empty even when every room is full.
“In the US we know that for 80% of families, the “Youngsters are far more savvy than adults.
holiday destination is decided by the children. They immediately know if they like something or
“That’s why we created specific brochures not so you have to make sure it’s right.”
WTM report
for teenagers and younger Stewart officially took over from his father a
children which really speak to couple of years ago.
them. “He is a visionary man and knew when it was
“Parents will spend money time for me to take over,” Stewart Jnr said.
and do things for their children “It is hard enough for me to keep up with the
that they wouldn’t do for themselves.” world today, impossible for a 66-year-old.”
Sandals has not yet researched the power The Caribbean’s most famous hotel group is
children wield in the holiday decision-making known in the region for its dedication to giving
process of British families, but Stewart believes back to the community.
the figures will be similar to the US. At WTM, Stewart officially launched The Sandals
So UK agents may soon have similar children- Foundation to formalise its charitable and com-
focused brochures as their US counterparts. munity work, but the company has always looked
Stewart’s ethos is that you cannot tell holiday- to ensure its home benefits from its success.
makers what to do, but you must think about what
they might want and offer it to them.
“In the US, we
Staff are drawn from the local area, with
extensive training given, and Sandals is heavily
And with children in mind he spent a fortune
know that for 80%
involved in looking after the environment.
and a great deal of time working out what they want
and making sure the Beaches product offers it.
of families, the
The group has spent hundreds of millions of
dollars upgrading existing properties and will
Former Beaches guests in the US and Canada
holiday destination
continue to do so even in the current downturn,
were given questionnaires to fill out and random
children on the street were asked for their views.
is decided by
which has seen bookings slump 20% on last year.
Some developments will be frozen, but Stewart
Sandals even has a children’s advisory commit-
the children”
is confident that however challenging times get,
tee with nobody over 40 allowed on it. Sandals will continue pioneering and growing.
30 21.11.2008
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