A few months after the first Sandals opened its doors, it was clear that the guests had to contend with the occasional roar of airplanes taking off from the nearby Sangster’s International Airport. It wasn’t long before Gordon ‘Butch Stewart’, Chairman and Founder of Sandals Resorts commissioned the hotel’s Entertainment Director, Basil Cahusac, to uncover the positive in this seemingly negative occurrence. In his role, Basil had the opportunity to watch the reaction of the guests whenever a plane would take off, and he noticed a trend – guests would often hold up a fist or occasionally “the finger” at the planes. So, he implemented a new procedure – every time a plane flew overhead, the team members would wave “goodbye” to the plane and the guests would kiss their partner. It was an instant hit, especially with the honeymooners, and this affectionate practice still happens today. Sandals Montego Bay remains to be one of the most cherished and popular resorts in the group.

Butch was extremely pleased with this development and realized that his unconventional methods continued to yield favorable results. It was a meaningful revelation that further fuelled his optimism and drive, always finding fresh and innovative ways to exceed the customer’s expectations.

Armed with the knowledge that he could do anything he set his creative mind to, the Trader King was on the move. He and his team set their sights on acquiring more resorts. A man with a passion for impeccable service, he was instrumental in getting a universal training system installed in 1983, and amidst the ongoing improvements to the recently acquired resorts, he introduced a new concept in 1984 – the “swim-up pool bar”. This was done in an attempt to bring all the guests together in one common area, and lead to a more interactive experience. The guests loved it and the trademark “swim-up pool bar” is a standard feature at the resorts to this day.

In 1986 the British-styled Great House, Royal Caribbean Hotel, became part of the Sandals Resorts Group. The resort maintained its British colonial flare by incorporating a few traditional English customs like high tea. Also located in Montego Bay, it was a great addition to the Bay Roc (Now called Sandals Montego Bay) and the Carlyle (Now called Carlyle Inn). The “Stay at one, Play at three” concept was born.

From 1981-1986, Butch continued to develop new concepts, enhance the hotels and establish the ‘right’ formula for operating the resorts. By the mid-80’s, he began to focus his energy on something else that would prove invaluable to the expansion of Sandals Resorts and the growth of its brand – getting associated and forming partnerships. In 1984, Butch was named President of the Jamaica Hotel and Tourist Association (JHTA), and he breathed new life into the dormant association. During his time with the JHTA, Butch brought Jamaican hoteliers together to work collectively on developing the tourism product and strengthening the industry. A “natural builder of relationships,” Butch didn’t stop there. He established solid and enduring partnerships with tour operators and travel agents, who not only helped to promote the resorts, but also advised him on travel industry matters and trends. To show his appreciation, Butch established an awards ceremony to recognize key partners, and still throws major awards and events to honor travel industry friends and partners. Over time, they became more than business partners – they became part of the Sandals family. They worked with Butch to develop the all-inclusive concept and deliver it to the world, bringing new and returning guests year after year for the last 30 years.

Now with 20 Resorts and 3 brands (Sandals Resorts, Beaches Resorts & Grand Pineapple Beach Resorts), Sandals Resorts international has locations in Jamaica, Bahamas, Saint Lucia, Antigua and Turks & Caicos. Also, included in its group, is the Sandals Foundation – the non-profit arm that seeks to fulfill the promise of the Caribbean through investment in sustainable projects in education, environment and community. Through the Foundation, Sandals and its guests are able give back and support people and communities throughout the Caribbean – helping to ensure a sustainable future for both residents and visitors.

Sandals Resorts has set the industry standard for the Luxury Included vacation and has been voted the Caribbean’s Leading Hotel Brand at the World Travel Awards for 18 years in a row, and World’s Leading All-Inclusive Company for 15 years in a row. Despite its large size and great success, Sandals is still a family-run business. Butch Stewart is the group’s Chairman, with his son Adam Stewart as the CEO. It is no wonder Sandals Resorts have become many guests’ home away from home. With a legacy that persists, we look forward to 30 more years of Sandals growth and success.

You can learn more about the story of Butch Stewart, the man behind Sandals Resorts, in the book “All That’s Good” written by Pamela Lerner Jaccarino. Look out for Butch Stewart’s upcoming new biography “Life’s a Beach.”