Sandals and Beaches Resorts Overhaul Loyalty Program

The rebranding marks a departure from the 2008-established loyalty framework, moving toward a structure built on direct guest feedback and focus groups. Peter Menges, SVP of Loyalty at Unique Vacations, Inc., noted that the program intends to treat guests as an integral part of the resort family rather than mere point-earners. Under the new model, members can earn status after their first stay, progressing through seven tiers ranging from Shell to the top-tier Ambassador status.

New benefits include a flexible credit system for spa or excursion services, a private online merchandise shop, and a dedicated room upgrade hotline. High-tier members will gain access to a VIP concierge service, while those reaching 70 paid nights will receive a complimentary seven-night stay. The visual identity of the club draws on the brand's history, using the symbol of a sandal to reflect long-standing member traditions. This update will be implemented across all 17 beachfront properties in the Caribbean, with early details shared exclusively with top-tier members during a recent virtual preview.