Sandals has introduced its budget brand Grand Pineapple Beach this week.
The company is starting off by rebranding two of its existing resorts in Negril and Antigua. Prices will be 35%-55% cheaper than the other resorts and the hotels will still be luxurious, but run in a more straightforward and cost-effective way, said Sandals.
Sandals wasn't always such as smooth operator. When founder Butch Stewart set up his first hotel in Jamaica, people didn't think it would last a month because of its proximity to the airport. He tells inc.com magazine:
We came up with the idea of everyone waving to the people that were leaving in the plane, and kissing the one you love when a plane flies by. I don't think we had five complaints after that.
Read the story of how Butch Stewart founded Sandals in 1981.