From selling ACs to becoming the tourism king of Jamaica

This episode revolves around Gordon Stewart, a remarkable entrepreneur from Jamaica who founded the renowned resort chain Sandals. Stewart, nicknamed Butch, began his journey selling air conditioning units in Jamaica, capitalizing on the island's hot climate. He differentiated himself from larger competitors by offering rapid installation and superior customer service, which enabled his small business, Appliance Traders Limited, to dominate the Caribbean market.

With the wealth he amassed, Stewart bought a rundown hotel, Bay Rock, in 1981, long before Jamaica became a popular tourist destination. He envisioned the introduction of a carefree and luxurious Caribbean vacation experience for couples, eliminating additional costs and uncertainties by offering an all-inclusive pricing model and an adults-only policy.

In an effort to revolutionize the resort industry, he rebranded Bay Rock to Sandals, focusing on high-quality, luxury offerings while simultaneously studying competitors to adopt and adapt successful strategies. His marketing tactics were bold and effective, as he recognized the value of branding and consumer perception, claiming that the most challenging real estate to conquer is in the consumer's mind. Stewart's relentless pursuit of excellence resulted in extremely high repeat guest rates, which contributed to Sandals’ lasting success.

The podcast further highlights Stewart's influence on the local Jamaican economy, employing thousands of locals and revitalizing distressed properties across the Caribbean. Even venturing into the airline business with Air Jamaica, he sought to create a seamless travel experience for guests, ensuring that the journey to his resorts was as luxurious as the stays themselves. Discussions around his legacy conclude with reflections on his family and the current state of the business, noting that his children are now involved in running Sandals.