Sandals - Our work - Accord Marketing

Campaign Delivery, Paid Social

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Sandals Resorts is a globally recognised travel brand renowned for its luxurious, all-inclusive, adults-only escapes across the Caribbean. With over four decades of hospitality experience, Sandals has redefined the all-inclusive model by establishing a reputation for premium service, incredible locations and romantic settings designed to delight couples seeking more than just a holiday.

The challenge

Accord’s objective was clear: rebuild Sandals’ Meta strategy from the ground up, implement robust tracking solutions, and create a full-funnel, AI-powered campaign that would drive awareness, engagement, and maximise sales. The strategy was designed with specific KPIs for each stage of the customer journey:

Awareness - drive video views among Caribbean travel enthusiasts, targeting a £0.03 CPV and reaching 300,000 views.

Consideration - generate qualified traffic to the Sandals website, aiming for a £1.40 cost per conversion and 9,000 conversions.

Conversion - leverage Advantage+ Shopping Campaign (ASC) to engage high-intent users, targeting a £30 ROAS and £325,000 in revenue.

Awareness - drive video views among Caribbean travel enthusiasts, targeting a £0.03 CPV and reaching 300,000 views.

Consideration - generate qualified traffic to the Sandals website, aiming for a £1.40 cost per conversion and 9,000 conversions.

Conversion - leverage Advantage+ Shopping Campaign (ASC) to engage high-intent users, targeting a £30 ROAS and £325,000 in revenue.

Awareness - drive video views among Caribbean travel enthusiasts, targeting a £0.03 CPV and reaching 300,000 views.

Consideration - generate qualified traffic to the Sandals website, aiming for a £1.40 cost per conversion and 9,000 conversions.

Conversion - leverage Advantage+ Shopping Campaign (ASC) to engage high-intent users, targeting a £30 ROAS and £325,000 in revenue.

The breakthrough

Sandals primarily target couples seeking luxury, all-inclusive Caribbean getaways, but for a campaign to truly stand out, audience targeting must go beyond demographics - it must tap into intent, behaviour, and platform intelligence. Using econometric insights from the Media Mix Navigator, we identified the optimal share of Sandals’ media budget for paid social, ensuring Meta played a pivotal role in driving performance.

We conducted an in-depth analysis of the luxury travel market, dissecting audience behaviours, media consumption patterns, and competitive strategies. This research shaped a full-funnel Meta strategy designed to seamlessly guide users from awareness to action. Each stage of the funnel featured tailored audience targeting, creative approaches, and optimisation techniques to maximise impact.

The impact

The campaign exceeded all key performance targets, delivering outstanding results for Sandals:

Bookings increased by 3%, alongside a 2% rise in passenger volume.
Total revenue grew by 1% overall, with hotel revenue performing particularly strongly, increasing by 4%.

Meta performance exceeded expectations across the board.

Video views were 35% above target, contributing to a 27% increase in conversions.
The Advantage+ Shopping Campaign (ASC) delivered especially strong results, achieving revenue 38% above target and delivering a £42 return on ad spend.

The campaign exceeded all key performance targets, delivering outstanding results for Sandals:

Bookings increased by 3%, alongside a 2% rise in passenger volume.
Total revenue grew by 1% overall, with hotel revenue performing particularly strongly, increasing by 4%.

Meta performance exceeded expectations across the board.

Video views were 35% above target, contributing to a 27% increase in conversions.
The Advantage+ Shopping Campaign (ASC) delivered especially strong results, achieving revenue 38% above target and delivering a £42 return on ad spend.

The campaign exceeded all key performance targets, delivering outstanding results for Sandals:

Bookings increased by 3%, alongside a 2% rise in passenger volume.
Total revenue grew by 1% overall, with hotel revenue performing particularly strongly, increasing by 4%.

Meta performance exceeded expectations across the board.

Video views were 35% above target, contributing to a 27% increase in conversions.
The Advantage+ Shopping Campaign (ASC) delivered especially strong results, achieving revenue 38% above target and delivering a £42 return on ad spend.

“Having worked with numerous agencies throughout my career, I can honestly say that Accord is the best I’ve encountered. It’s not just their approach and expertise; it’s the people. It’s a partnership, and I look forward to the future with Accord by our side.”

Jenny Sowerby, Director of Marketing (UK & Europe)

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