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​Part 1 and Part 2: Emotional Labour & Emotional Branding

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Beaches and Sandals Resort brand operated by Sandals International, stands as a haven of luxury and relaxation, catering to individuals capable of investing the equivalent of a mortgage down payment for a one-week luxury experience. When booking this experience, you are choosing a trusted and reputable brand for delivering exceptional service. Beaches Resorts offers a family-friendly atmosphere designed to attract both young and old, while Sandals Resorts provides adults with an exclusive escape from reality.  From newborns to seniors, they cater to guests of all ages. However, behind the beautiful white beaches, and the luxurious amenities such as over-the-water bungalows, butler service, and premium drinks, lies an important overlooked element: emotional labour. This unseen yet important aspect of the guest experience is something guests don’t consciously consider, yet they expect it to be present during their stay.

Emotional labour is described as an effort to manage and regulate one's emotions as part of the job role where creating memorable experiences is of high importance (Hochschild, 2012). At Sandals and Beaches Resorts, staff must engage in emotional labour to foster guest loyalty and ensure guests enjoy the ultimate vacation experience. Emotional labour plays an important role in shaping guests' experiences and fostering brand loyalty. Nowhere is this clearer than in how emotional labour is used to build and maintain the brand's reputation. Guests who have positive emotional experiences are more likely to develop a strong attachment to the brand and become repeat customers (Debutify, 2023). Incorporating emotional labour, as Naomi Klein (2000) suggests, is a creative way to build and strengthen a brand's image. By utilizing emotional labour, brands captivate and engage the audience, fostering attachments around the brand (Arvidsson, 2005 p. 239). Sandals and Beaches illustrate this by engaging their guests in a lifestyle and sense of belonging that goes beyond monetary transactions.

In 2023, Sandals Resorts celebrated its 30th win as the Caribbean's leading hotel brand at the 30th annual World Travel Awards (Sandals Resorts International, 2023). This begs the question: How do they achieve this consistent excellence? While they don’t employ robots, they do employ strict adherence to policies, ensuring that employees understand the consequences of not following the rules. It's apparent that Sandals International places importance on maintaining standards and is willing to take disciplinary actions, including termination, for employees who fail to comply with these policies.

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Prohibiting Tipping: The Dilemma

The no-tipping policy at Sandals and Beaches Resorts is a major draw for guests. While the initial cost of the vacation is extremely steep, the absence of tipping expectations means guests can avoid spending hundreds of dollars on tips, as is often the case at other resorts. Although the resort staff receives minimal pay, guests are encouraged to show appreciation solely by leaving positive feedback with the management. While this may seem like a positive way to acknowledge exceptional service, it puts pressure on employees to maintain high ratings and reviews. This system allows guests to praise the efforts of the Sandals/Beaches employees to management, but it also can expose them to potential criticism. This no-tip policy places a significant emphasis on emotional labour, as employees at other resorts typically rely on tips for acknowledgement of their efforts. Regardless of how kind, joyful or happy the employee is, there is no reward or recognition for this ‘surface acting’. Hochschild (2012) defines surface acting as the expectation for employees to regulate their emotions and behave in a manner that aligns with the organization even if it means setting aside personal feelings for the sake of delivering exceptional service (pp. 35-55). The buttons worn by the employees across the resort, signalling a no-tipping policy, serve as a constant reminder of this unappreciated effort (Powell, 2023). Working in this industry can be a thankless job, with low pay and few benefits however employees are expected to go above and beyond for the guests (Chen, 2023). The pay scale is difficult to determine, some reviews suggest it is around $32 to $100 per week. However, one undeniable truth remains: resort employees are the most valuable asset to these profitable resorts, yet they are often the least appreciated and least compensated of the entire corporation (Executive, 2021). Arlie Hochschild (2012) emphasises this by pointing out that their (employees) essential contributions are often overlooked and rarely acknowledged (p. 153).

The Challenges Faced by Resort Staff: Managing Expectations

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In the hospitality industry, employees play both an essential and emotional role in maintaining the reputation of the Resorts. Despite the role they play in creating unforgettable guest experiences, there is a lack of recognition for their hard work and dedication (Chan, 2016). Balancing the task of meeting customer's expectations and maintaining a positive atmosphere often requires employees to project emotions such as friendliness, warmth, enthusiasm, and attentiveness to create a welcoming environment for guests. Former employee Kimberly Chan (2016), highlights the demanding nature of the job, with workdays that can extend beyond 15 hours with a strict rule of not displaying any signs of discontentment. For those whose jobs require that they perform in a certain way for so many hours a day, it carries a spectacularly heavy toll and it can be exhausting (University of Portsmouth, 2022b).  Nathan Chen (2023) compares the exhaustion to a game of Jenga, except instead of blocks, “the pieces are your sanity”. Furthermore, a seven-day work week coupled with low pay rates exacerbates the challenges faced by employees (Chan, 2016). Suppressed emotions such as frustration, exhaustion, stress and dissatisfaction with working conditions can lead to burnout and high staff turnover, even for the most extrovert (University of Portsmouth, 2022b). The suppression of feelings of resentment is necessary to avoid negatively impacting the guest experience and to adhere to company policies that prioritize guest satisfaction (Reeck & Onuklu, 2022). Drawing from Chen’s (2023) first-hand experience, it's common for employees to experience anxiety, depression and burnout due to the constant demands from guests. Amidst the efforts, employees encounter differing expectations and pressures, prompting them to engage in deep acting.  Deep acting involves authentically fostering positive emotions to consistently meet customer expectations (Hochschild, 2021, pp.35-55).  The sheer volume of requirements can leave the staff feeling overwhelmed, making it challenging for them to genuinely feel excited about welcoming another busload of guests, as each arrival means catering to more individuals with more needs. This complexity arises from the need to ensure that every guest’s needs and expectations are met, often within tight timeframes and without sacrificing service. As Chan (2016) further recollects, the staff must juggle multiple tasks and demands leading to increased stress and pressure to perform at a consistently high level. If an employee doesn’t manage emotions well or fails to display the appropriate positive emotions, it could impact job security, as guests may be less satisfied with the service (Hochschild, 2012, p. 83).

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A Lifelong Brand Experience

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In 2023, Sandals announced a large investment in its branding and marketing efforts. This aligns with Klein’s (2000) assertion that strong brands require continuous and increasing advertising (pp. 25-45). The efforts include updating their logos to refresh the identity and emphasize the connection between Beaches and Sandals, allowing guests to transition between the two effortlessly. Travellers can transition through life stages, such as considering Beaches for a family vacation and Sandals for a romantic getaway like a honeymoon. The attention to detail in their redesign reflects the brands’ commitment to excellence and brand integrity for an individual's lifetime. Through engagement with ‘top specialists’ in crafting these new logos, Sandals International aims to capture the essence of paradise and present it at the highest level possible (Stephens, 2023). This mirrors Klein’s (2000) concept that a brand is an experience and a lifestyle. It encompasses an entire experience (pp. 25-45). Moreover, the branding strategy integrates the role of both deep and surface acting among staff in delivering this brand promise, ensuring that every interaction aligns with the desired experience and reinforces the resort's identity as a lifestyle destination (Hochschild,  2012, pp. 35-55) throughout a guests lifetime. Each interaction characterized by a genuine emotional connection (deep acting) and outward presence (surface acting) contributes to fostering long-term relationships with guests.  The staff needs to uphold the brand promise that ensures that guests perceive the resorts as trustworthy, reliable, and aligned with the guests' lifestyle preferences (Chan, 2016). 

Partnerships and Their Impactful Commercials

Consistency in service and meeting customer expectations are crucial elements of brand building. If guests encounter issues with service, it can most definitely break trust in the brand. Over the years, Beaches and Sandals have expanded their offerings to cater to different preferences. Brands must establish emotional ties with their customers through experience (Klein, 2000). This includes partnerships with external brands such as Sesame Street. The partnership with Sesame Street characters at Beaches Resorts attracts both adults and children, offering a unique appeal across different age groups. The only resort where kids can play every day with their furry friends (Beaches Sesame Street Resorts & Vacation Packages, n.d.). This aims to trigger emotions in guests and young children, including excitement from engaging in activities with characters, relaxation amidst the serene sand, palm trees and blue ocean and the immense joy and happiness of seeing children content. The multi-sensory aspects of the resorts contribute to this by promising an authentic experience, which enhances the sense of reality and fulfilment for the guests (Arvidsson, 2005, p. 248).

In the Beaches commercial, the tranquil melody of Relax by Rima sets the backdrop as children recline peacefully on the beach. This is most definitely a scene that does not reflect reality. However, well played by Beaches who highlights the idea that a visit to this destination has the power to transform children's personalities instilling in them a sense of constant joy, happiness and relaxation. Honestly, I’d be willing to pay any amount if it means my kids won't cry, fight or be irritable. I’d gladly double that amount if it means they’ll relax.

For Sandals (adults-only) specifically, the aim is to evoke feelings of romance, relaxation and luxury. This is achieved through commercials that depict the perfect scenes of couples enjoying intimate moments in a romantic setting. The music in the commercial features Bob Marley’s Everything’s Gonna Be Alright, and the views create a sense of tranquility and serenity. The lyrics of the song serve to promote a sense of peace and optimism. The use of this song in a Sandals commercial illustrates the attempt to tap into the perception of authenticity associated with Marley's music (Holt, 2002, p.85). Marketers of this commercial aim to associate those feelings with the Sandal’s brand. The commercial is a captivating portrayal of love, adventure, and the promise of a carefree escape. Even amidst conflict with a partner during vacation, guests may feel pressure to conceal negative emotions, as they may contrast this with the scenes depicted in the commercials. They are supposed to be seeking solace, they are there for rejuvenation with the hopes that everything’s gonna be alright. The expectation and reality can lead to feelings of disappointment or frustration. Guests are supposed to be actively participating in the creation of a collectively shared experience (Arvidsson, 2005, p. 247).

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Guests as Ambassadors

These families (Beaches) and couples (Sandals) also contribute to the branding of these resorts. By associating themselves with these resorts, individuals convey and communicate their sophisticated preferences for high-quality experiences. The exclusivity and luxury associated with these resorts elevate the guest's self-perception, fostering a sense of elitism and pride in their lifestyle choices. As Milena Veenis (1999) highlights, the more someone possesses, the more worth people attach (p. 81). Guests also amplify the reputation of Sandals/Beaches by sharing stunning photos through social media platforms. This act of sharing further accentuates the allure of these resorts, enticing others to want to experience the luxury and exclusivity for themselves. People see their ideal future in this experience, which is only achievable when they believe that objects or experiences such as a Caribbean resort possess some fundamental quality that resonates with them. Purchasing objects or experiences is a way to connect with one's identity and strive for a sense of belonging (Veenis, 1999, p. 103). People's values and identities are reduced to possessions/experiences that they can display and everybody is constantly striving for more (Veenis, 1999, p. 82). The top management of these resorts sit back and watch guests become the driving force behind the branding of the resort. As Adam Arvidsson (2005) highlights, brands' assets are produced by consumers themselves, beyond the direct control of the organization (p. 239). These shared moments through social media are what truly define the resort's reputation. The pictures stir up emotions and feelings that resonate with current and future guests fostering a sense of connection and belonging (Arvidsson, 2005, p. 236). This creates a community where guests feel valued and understood, encouraging them to return and become valuable to the resort and its perception. Public perception contributes to establishing its market price (Arvidsson, 2005, p. 243). This ultimately plays an important role in determining the value of the Sandals/Beaches experience.

The Sandals and Beaches brand operates with a focus on personalized service, and luxury experiences.  However, the challenges faced by employees, such as tip prohibition, long hours and suppression of emotions amidst a continuous revolving door of new guests not only strain their emotional well-being but also highlight the balance they must maintain between performance and resilience.  Despite these challenges, employees strive to provide exceptional service, often going above and beyond to ensure a memorable experience for guests even at the risk of burnout or the suppression of negative emotions.  Meanwhile, the brands are committed to fostering loyalty and delivering the ultimate experience, sometimes at the expense of their employees’ well-being. This dedication is highlighted by the brand's emphasis on the promise of joy, and relaxation as portrayed in its commercials. This sets the stage for guests to let go and enjoy their experience. Additionally, the resorts continuously evolve their brand to stay up to date and attract more people, evident in changes such as the comprehensive redesign of the logos. This ensures that the brand remains relevant. Furthermore, guests play an important role in contributing to the brand's image through their interactions and experience through social media, therefore reinforcing the overall perception of Sandals and Beaches as a destination that provides happiness, enjoyment and unforgettable memories.  But only if you can afford it!