Behind the Island Insiders Club: The Reimagined Loyalty Program of Sandals and Beaches Resorts

Whether you’re a longtime Sandals or Beaches guest who already knows your favorite poolside spot or dreaming about your very first Caribbean getaway, there’s something exciting on the horizon. On July 1, Sandals Select Rewards becomes Island Insiders Club: a fresh new name and loyalty experience that celebrates the people who make our resorts feel like home.

The best part? Everything you know and love is staying exactly the same. As Peter Menges shares, Island Insiders Club isn't about changing the rewards you've earned, it's about bringing them to life in a way that feels even more connected to the Caribbean spirit, the memories you've made, and the all-inclusive vacations still to come.

As Senior Vice President of Loyalty at Unique Vacations, Inc., an affiliate of the worldwide representative of Sandals and Beaches Resorts, Peter has spent years listening to guests: what keeps them coming back, what makes them feel valued, and how loyalty can become even more meaningful. The result is the Island Insiders Club, a refreshed loyalty experience designed to feel more personal, more rewarding, and more reflective of the warm welcome that awaits every time you return.

We sat down with Peter to talk about the inspiration behind Island Insiders Club, what members can expect, and why this exciting new chapter is all about making every stay feel even more like coming home.

Q: What is it about a Sandals or Beaches vacation that makes people want to come back again and again?

Peter: Quite frankly, it’s the people. I say it all the time: anybody can build a building. It takes the people to bring it to life. It’s the attitude, the thoughtfulness, the expressions of gratitude, the way the Sandals and Beaches teams respond to guests on property. That’s what makes a vacation feel special.

And when you do that consistently, what you’re really building is not just a good trip, but a relationship. That’s why people come back. They’re not only returning to a place, they’re returning to a feeling, to a level of care, and to people who helped make that time in their lives memorable. That’s what ultimately leads to a lifetime of relationships with Sandals and Beaches.

Q: When you talk about loyalty, what does that really mean at Sandals and Beaches?

Peter: I’d actually replace the word “community” with “family.” I know that may sound unusual in the context of a loyalty program, but that’s truly the distinction with Sandals and Beaches. Loyalty is earned. It’s a byproduct of great relationships, great enthusiasm for a product, and the way you make people feel over time. Every guest is viewed as family. That’s incredibly important to how we think about the program and so we wanted this next chapter to reflect that more clearly. We wanted loyalty to feel like a reflection of the relationship guests already have with the brands.

Q: For current members, what’s the biggest thing to know about Island Insiders Club?

Peter: I really want to stress that absolutely nothing is going away. That’s the most important message. This is an evolution, not a reset. It’s the progression of how we speak to guests, how we think about value, and how we deepen the connection we have with them.

The move from Sandals Select Rewards to Island Insiders Club is incredibly purposeful. It says exactly what we want to convey to the Sandals and Beaches family: you’re an Insider. We are going to be looking at you through that lens in every decision we make, every action we take, and every way we think about creating value. That’s what this program is about… delivering an Insider experience that feels special and can only come from the Sandals and Beaches family.

Q: Why was this the right time to evolve the program?

Peter: When you look at everything happening across the brands like the Sandals and Beaches 2.0 resort experience, and its Made of Caribbean campaign, this felt like the natural next step. The product is evolving. The experience is evolving. And we wanted loyalty to evolve right alongside it.

We wanted a loyalty name and experience that delivers on that promise in a more powerful way. Island Insiders Club reflects the spirit, culture, and significance of the islands, while also bringing Sandals and Beaches together under one roof.

Q: What did you hear from guests when shaping this evolution?

Peter: Passion. That was the common denominator over and over again. We went very deep. Focus groups, surveys, social media, direct feedback… and what came through was just how passionate the Sandals and Beaches family is about the product, the people, and the experience. From all of that came three guiding principles: greater access, greater flexibility, and a deeper sense of connectivity. Those principles now guide how we think about benefits, how we shaped the program, and how we’ll continue to build it over time. And to me, that’s important, because this program was built by listening to the people who know the brands best and care the most.

Q: For someone wondering, “Okay, but what do I actually get?” — what makes Island Insiders Club feel different?

Peter: The easiest way to think about it is this: we wanted the program to feel more personal, and more connected to the way people actually vacation. So yes, there are real benefits. Things like earlier access to room upgrades, more flexibility in how you use your on-property rewards, and a new members-only shop with items you can’t get anywhere else. But beyond that, we’re also creating more of the kinds of moments people remember. Think specialty weeks, Insider events, and experiences that bring people together around the things they already love, whether that’s diving, food, music, or just being in the Caribbean. That’s what makes it different. It’s not just about what you earn, it’s about how we connect with you both on resort and off.

Q: What are some examples of benefits travelers can expect from the Island Insiders Club?

Peter: One of the benefits I am really excited about is the Island Insiders Shop, which is an exclusive online store for members. People ask us all the time how they can get access to Sandals and Beaches merchandise. So we created something truly special… products you can’t get anywhere else, from specialty Caribbean artisans to branded pieces that reflect that passion for the family.

We’re also expanding on-property benefit options, which gives travelers more choice so they can tailor their experience to their vacation style. And then there’s the event side of the program, which I think is going to become a much bigger part of what makes Island Insiders Club feel distinct. More on-property specialty weeks, more off-property experiences, and more opportunities to connect with other members in fun, memorable ways.

Q: What kinds of Insider experiences are you most excited about?

Peter: I’ve seen firsthand just how meaningful these shared-interest experiences can be. Beaches Autism Inclusion Week is one I admire tremendously because of the way Beaches welcomes and supports families with children on the spectrum. Creating a space where families can come together, share their experiences, and feel genuinely cared for in a place designed with everyone in mind is incredibly special. Watching that grow year after year speaks to just how much it means to the families who take part.

We’ve also introduced Dive Week, and we’re looking at ideas like foodie-focused events as well. And we’re thinking beyond the resort, too. Local-market experiences tied to music, food, sports, and other shared interests that allow members to connect where they live, not just where they vacation. We want to create fun, unique, distinctly Sandals and Beaches moments. Where there’s fun, you’re going to find Sandals or Beaches.

Q: How does the program balance rewarding your most loyal returning members while also making a first-time guest feel immediately included?

Peter: That was really important to us, because both relationships matter. Longtime guests have built deep connections with Sandals and Beaches over the years, and continuing to recognize that loyalty will always be a priority. But first-time guests matter just as much, because every longtime guest was once a first-time guest.

I was reminded of that recently when I got an email from a guest I met at Sandals South Coast during their very first stay. They were already excited to come back for an anniversary trip, and to me, that says everything. When the experience is done right, that connection can start immediately.
So while the program still rewards loyalty over time, there’s value from the very beginning. New members can join before their first stay, start earning points right away, and begin enjoying benefits from the start. That’s important to us. We want someone on their first trip to feel welcomed in, while also continuing to deepen the value we offer the guests who have been with us for years.

And if you’re thinking about joining, the best time is before you book. That way your first stay counts, and you can be recognized as a member when you travel. The easiest way is through the app. Once you download it, you’re automatically enrolled and ready to go.

Q: I want to end with the new symbol for Island Insiders Club. What is the meaning behind the pair of sandals?

Peter: The sandals carry a lot of meaning for longtime guests. The more we learned from guests over the years, the more we understood how much the sandals represented a sense of community within the Sandals and Beaches family. There’s real nostalgia tied to it, but also a real pride. As we shaped Island Insiders Club, bringing the sandals back felt like the perfect way to honor that tradition while giving it new life for this next chapter. So yes, the sandals are back, and they’ll be a meaningful symbol of Island Insiders Club going forward.