How Sandals Resorts International is reinventing Caribbean holidays

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With innovative concepts such as “Sandals 2.0,” new luxury and family resorts, and a stronger focus on authentic experiences, Sandals Resorts International is positioning itself as one of the most exciting players in the premium all-inclusive segment.

A conversation with Dominik Riber, Managing Director Europe at Unique Vacations UK Ltd. and Head of Europe for Sandals Resorts & Beaches Resorts, about new travel trends, sustainable luxury, and the future of Caribbean travel.

«Sandals 2.0 stands for a deeper connection to the Caribbean. Today, it is no longer just about comfort, but about individuality, authentic experiences, and actively discovering the destination.» – Dominik Riber

Mr. Riber, you are driving the “Sandals 2.0” strategy in Europe. What distinguishes a “Sandals 2.0” resort from the classic luxury all-inclusive concept?

Sandals 2.0 stands for a deeper connection to the Caribbean. Today, it is no longer just about comfort, but about individuality, authentic experiences, and actively discovering the destination. This includes local restaurant concepts in Curaçao and the Bahamas, new accommodation categories such as SkyPool Suites or Rondoval Butler Villas, as well as special experiences like stargazing services or sunset cruises. Culture, cuisine, and nature are becoming more deeply integrated into the holiday experience.

How important is the DACH region for your expansion, and which island is currently considered a hidden gem among Austrian luxury travelers?

The DACH region is clearly a growth market. Barbados remains particularly popular, as do Curaçao, Antigua, and Jamaica. Thanks to good connections via Frankfurt, Zurich, Paris, or Amsterdam, the Caribbean is easy to reach. At the same time, interest in lesser-known destinations is increasing. Saint Vincent is currently developing into a real insider tip for travelers seeking tranquility, exclusivity, and an authentic Caribbean atmosphere.

Sandals Interview2 — Sandals Dunns River

Are you also seeing the trend toward multigenerational travel in the European luxury segment?

Absolutely. Families want to spend time together and create memories, while still having opportunities for privacy and retreat. That is exactly what the new Treasure Beach Village at Beaches Turks & Caicos is designed for. The spacious Club and Butler Suites with multiple bedrooms combine shared experiences with privacy and individual comfort. The concept is complemented by restaurants, pools, a cinema, and leisure activities for all age groups.

Is astro-tourism the new luxury trend for guests seeking digital detox and a connection to nature?

Many guests today are looking for tranquility, connection, and unique moments in nature. This is exactly where the trend around stargazing and “starbathing” comes from. At Sandals Saint Vincent and The Grenadines, new Rondoval Butler Sky Villas are being created with private rooftop terraces, pools, and telescopes. In this way, we combine luxury with nature experiences and complete privacy.

Sandals Interview5 — Sandals Saint Vincent and the Grenadines

How do luxury guests respond to the communal “family-style” dining concept at Buccan?

Cuisine is now a central part of the travel experience. In addition to quality, guests are looking for authenticity and a connection to local culture. At Buccan, guests sit together at long tables, share dishes, and experience local cuisine in a relaxed open-air atmosphere. This deliberate contrast to traditional fine dining is received very positively.

How important is sustainability today for luxury travelers from the DACH region?

Sustainability is becoming increasingly relevant in travel decisions. And it is not just about environmental measures, but also about social responsibility. All Sandals and Beaches resorts are EarthCheck certified, and the Sandals Foundation is additionally involved in educational, environmental, and community projects throughout the Caribbean. Many guests today want to know that their holidays also make a positive contribution.

How does Sandals make the often longer journey from Austria as comfortable as possible?

Our goal is to make travel as relaxed as possible. Together with airlines and tour operators, we continuously work on improving connections to the Caribbean. Once on site, guests benefit from included transfers, coordinated service processes, and extensive all-inclusive services right up to personal butler service.

«Every island has its own soul, and this should be reflected in the design of the resorts.» – Dominik Riber

Sandals Interview4 — Sandals Royal Curaçao

Sandals Interview9 — Sandals Royal Curaçao

How does Sandals preserve the individuality of each destination while expanding?

Every island has its own soul, and this should be reflected in the design of the resorts. That is why color palettes, materials, art, and architecture are individually adapted to each destination. This gives every resort its own personality without losing the Caribbean signature of the brand.

What is the greatest advantage of a land-based resort compared to a luxury cruise?

Cruises and resorts offer different holiday experiences. Many European guests consciously want to slow down in the Caribbean, stay longer in one place, and completely disconnect. A resort offers more tranquility, flexibility, and a more immersive island experience.

Which experience best embodies the spirit of the Caribbean for you personally?

For me, it is above all the people. The warmth and passion of the teams in the resorts continue to impress me again and again. These encounters embody the true spirit of the Caribbean for me: warmth, joy of life, and genuine hospitality.