Rather than casting a wide net across Canada, Sandals Royal Curaçao is narrowing its focus — both geographically and strategically.
Speaking exclusively to Open Jaw in Halifax, Jeffrey Speelman, General Manager of Sandals Royal Curaçao, visited Nova Scotia this week to share insights into the resort’s latest initiatives and meet with local travel advisors. He was joined by Sandra Brousseau, Sandals’ Business Development Manager for Quebec and Atlantic Canada, in a session designed to strengthen connections and give advisors firsthand insight into the resort’s programs.
“We decided we want to get a little bit closer with our travel advisors,” said Speelman. “It’s important to build a connection and really get to know each other.”
For advisors selling Curaçao, this approach comes at a pivotal moment, as the resort positions itself not just as an all-inclusive escape — but as a gateway to the island’s culture, experiences, and adventures.
Selling the Island, Not Just the Resort
“The main goal is to remain authentic,” Speelman said. “Tourism has grown a lot, so we promote the resort as well as the destination — a rich culture, a safe island where guests feel comfortable going out and exploring.”
That philosophy is most evident in Sandals’ dine-around program. Guests booking a Butler suite for seven or more nights — or Diamond-level and above Sandals Select Rewards members staying seven nights in any category — receive a US$250 credit per room, per stay. The credit can be used at a curated collection of local restaurants including Kome, BKLYN, and Soi95, with round-trip transfers included.
For advisors, it’s a strong selling tool. As Speelman noted, clients still enjoy the ease of all-inclusive, but with the added value of experiencing Curaçao’s culinary scene.
Exploration extends beyond dining. Select top-tier accommodations — including Awa Seaside Butler Bungalows and Kurason Island Poolside Butler Bungalows — include Sandals’ signature MINI Cooper convertible experience for one day (up to four hours), allowing guests to independently explore the island. The MINI program is currently offered only in Curaçao and Nassau, giving advisors a distinctive differentiator in the Caribbean market.
High-End Hideaways & A Growing Racket Scene
On property, the newest accommodation addition is the Asombroso Rondoval Butler Villa with Private Pool, introduced in early 2025. Ten circular villas have been added, tucked into tropical gardens for enhanced privacy.
Each Rondoval includes Butler Elite Service and features a private plunge pool, outdoor shower, indoor and outdoor soaking tubs, a separate living area and a skylight designed for stargazing. For guests seeking the ultimate in privacy and elevated luxury, the Rondoval is one of the resort’s most exclusive accommodation options.
The surge in pickleball’s popularity has also shaped recent enhancements. Eight new pickleball courts and two new tennis courts have been added, creating opportunities for group bookings and competitive play — and opening the door to affinity travel and social sports groups.
A distinctive new feature now greets guests along the promenade: a 2.4-metre Sandals “S” sculpture where couples can attach a personalized love lock. Guests can purchase the locks and have them engraved on the property, with proceeds supporting the Sandals Foundation.
Sustainability & Growth
Sustainability initiatives are increasingly part of the sales story. The resort's coral nursery initiative is supported in part by the Sandals Foundation to help restore reef systems, while partnerships with local hydroponic farms are increasing farm-to-table sourcing and supporting island employment.
These efforts align with Curaçao’s broader tourism growth. According to the Curaçao Hospitality & Tourism Association (CHATA), December 2025 was the strongest month for stay-over tourism in the island’s history, with more than 80,000 stay-over visitors.
Canadian airlift continues to support that growth with direct service from Toronto and Montreal on Air Canada and WestJet, but advisors in Halifax would like to see room for expansion — particularly for nonstop flights from Halifax (YHZ). Many clients prefer flying directly to the Caribbean rather than connecting through larger hubs, and there’s hope that Halifax could emerge as a key market for future airlift.
For Brousseau, the Halifax visit is about more than visibility — it’s about partnership. By building genuine connections and showcasing programs that truly set the resort apart, she wants advisors to feel confident, informed and supported when introducing Curaçao to their clients.
