Company case study
Sandals Resorts
Sandals Resorts is a luxury all-inclusive resort chain located in the Caribbean, primarily targeting couples seeking romantic vacations. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "From selling ACs to becoming the tourism king of Jamaica" (aired February 20, 2026).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | From selling ACs to becoming the tourism king of Jamaica |
| Aired | February 20, 2026 |
| Category | Physical-Services |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
From selling ACs to becoming the tourism king of Jamaica · aired February 20, 2026 · hosted by Sam Parr and Shaan Puri
Why it works
The resort's success is attributed to its unique positioning as a couples-only destination, offering a standardized luxury experience with everything included in one upfront price, which eliminates the common vacation frustrations of hidden costs.
Founding story
Founded by Gordon 'Butch' Stewart, who started his career by importing air conditioning units in Jamaica. He later bought a distressed hotel in Montego Bay in 1981, rebranded it as Sandals, and transformed it into a luxury resort.
The playbook
Key strategies included focusing on speed and service, creating a couples-only brand identity, and investing heavily in marketing and customer experience improvements.
Also mentioned
Sandals Resorts has a remarkable repeat customer rate of about 50%, and they have expanded to multiple locations across the Caribbean, employing around 10,000 Jamaicans and significantly contributing to the local economy.