ECNETNews, New York, NY, March 20, 2025: Sandals Resorts International, the premier luxury all-inclusive operator in the Caribbean, is reportedly intensifying efforts to pursue a sale, a few years following the death of its founder, Gordon “Butch” Stewart. This development coincides with a significant marketing initiative to rebrand the company.
Recent reports indicate that Sandals is aiming for a valuation between $6 billion and $7 billion and has enlisted financial advisors to evaluate potential offers from major hotel chains and private equity firms. While discussions are underway, no definitive decision has been reached, and the company may ultimately opt against a sale.
A Legacy of Luxury in the Caribbean
Established in 1981, Sandals has become a key player in the Caribbean hospitality sector, boasting luxury resorts across Jamaica, the Bahamas, Saint Lucia, Grenada, Barbados, Antigua, Curaçao, and Turks and Caicos. Following Butch Stewart’s passing in 2021, the company is now led by his son, Adam Stewart, who serves as executive chairman.
The company previously contemplated a sale in 2019, but those efforts were postponed due to the COVID-19 pandemic and Butch Stewart’s death. With the all-inclusive market experiencing significant growth, industry leaders such as Hyatt, Marriott, and Accor are actively increasing their resort portfolios.
A Strategic Sale?
The potential sale aligns with Sandals’ most ambitious brand transformation to date, highlighted by the multi-million-dollar “Made of Caribbean” campaign. This extensive marketing effort includes prominent advertisements in Times Square, during the Super Bowl, at the Golden Globes, and on rideshare vehicles in major cities, aimed at expanding Sandals’ appeal beyond traditional wedding and honeymoon packages.
If the sale proceeds, it could emerge as one of the largest real estate transactions of the year. Additionally, Sandals stands as the Caribbean’s largest employer, with approximately 20,000 staff members, making this potential deal a pivotal moment for the region’s tourism sector.
