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Sandals Resorts New PSS Program Could Provide Other Resorts with a Needed Lift



 
 
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Old January 19th, 2004, 06:55 AM
JT
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Default Sandals Resorts New PSS Program Could Provide Other Resorts with a Needed Lift

Sandals Resorts New PSS Program Could Provide Other Resorts with a Needed
Lift

In December Sandals rolled out a new travel agent partnership called the
2004 Preferred Sandals Specialist program. It replaces a program that
offered cash back to high volume agencies allowing them to pass on discounts
to the consumer. The new program offers no rebates. Instead it offers
cooperative advertising rebates that amount to approximately 70% of the cash
rebates previously offered and a new dealer referral system that will
eventually route local consumer calls from 866-Sandals and 866-Beaches to
participants. These numbers are not to be confused with the 800 versions
used for direct bookings with Sandals owned Unique Vacations. The new
program required all participating agencies to pay a $3000 fee by a late
December deadline. The agreement also requires participants to install
dedicated phone systems, pay 5.5c/minute for the calls routed, and agree to
numerous other terms. Sandals will now only recognize agencies that
participate in the new program. Non-participating agencies that have sent
their agents through the Sandals Certified Specialist programs in the past
have lost advantages from their investment.

Interestingly enough it appears that quite a few agencies have signed up for
the new PSS program. Some of them have traditionally relied on Sandals
bookings and can not afford to loose these past bookings. Others see no
positives in the program since it takes away past incentives and charges
agencies to participate. Some point out that the net effect of this program
will be to increase Sandals direct bookings, which are at full
non-discounted rates and to increase the cost to consumers. This is the
high season for bookings and to date the 866 numbers to Sandals have not
been referring consumers to participating agencies making the nay-sayers
point even more valid.

Competing resorts are hastily taking advantage of Sandal’s new program by
reminding travel agencies that they have not removed their incentives and
they are now a better value than before. This is the kind of news that many
of the not so well known resorts have needed. With Sandals snubbing its
past partners they have left the door open for competitors who can offer
more value to the agency and consumer in 2004.



 




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