Sandals Resorts, the Caribbean’s leading luxury all-inclusive operator, is reigniting efforts to sell itself, targeting a valuation between 6billionand6billionand7 billion. The Jamaican-based company, renowned for its couples-only vacations across the Caribbean, has engaged bankers to explore a sale process, according to a Wall Street Journal report citing anonymous sources.

If the transaction materializes, it could rank among the largest real estate deals of the year. Sandals, the largest employer in the Caribbean with approximately 20,000 workers, operates high-end properties in Jamaica, the Bahamas, Saint Lucia, Grenada, Barbados, Antigua, Curaçao, and Turks and Caicos. The company has also acquired land that could potentially double its footprint, signaling ambitious growth plans.

The renewed sale effort comes as Sandals launches a multi-million-dollar “Made of Caribbean” marketing campaign, aiming to reposition the brand beyond its wedding and honeymoon associations. The campaign spans prime media outlets like Times Square and the Super Bowl, as well as innovative tactics such as rideshare ads in major cities.

Founded in 1981 by Gordon “Butch” Stewart, Sandals last explored a sale in 2019, but plans were disrupted by the pandemic and Stewart’s passing in 2021. His son, Adam Stewart, now serves as executive chairman. While the company has not confirmed the sale rumors, insiders suggest the goal is to solicit bids from major hotel groups and private equity investors. However, Sandals may ultimately decide against a sale.

The potential deal aligns with a broader trend in the hospitality industry, as major players like Hyatt, Marriott, and Accor aggressively expand their all-inclusive portfolios. For instance, Hyatt recently acquired Playa Hotels & Resorts for $2.6 billion, highlighting the sector’s growth potential. Sandals’ strategic positioning and rich portfolio make it a coveted asset in this competitive landscape.