If Adam Stewart ever second-guessed himself about being CEO of Sandals Resorts International he's not going to let you know. In 12 months at the helm of the Caribbean's most prolific travel brand, Stewart has displayed certainty about being where he is, and that confidence doesn't just come from being Gordon "Butch" Stewart's son-it's matched by an almost evangelical belief that Sandals is the best thing to happen to vacations since...well, the Wright brothers.

Gordon "Butch" Stewart is the commander-in-chief of a billion dollar outfit with interests not just in tourism, but also in newspaper publishing; automobiles, air conditioning and appliances, all of which serve to place him up front across the Caribbean, from the Bahamas to St Lucia. His son Adam was born the year the elder Stewart bought his ¥rst hotel-what's now Sandals Montego Bay-and so it's no a clichŽ to say the son grew up with the resorts. "You can't put a dollar value on the exposure I've had learning from my old man," Adam Stewart says. And if there were times when he chafed against the larger than life image of his father, Stewart junior doesn't reveal a hint. He's in fact quite happy to claim to the legacy. "The world respects (my father) for what he's done and for being a true Caribbean man. It works more in my favour than against me. I reap the benefits of people assuming a level of credibility when they meet me, but then it's also up to me to justify that credibility."

For more than two decades Butch Stewart charmed guests and the industry with the opportunity to delight in an all-inclusive vacation, in which everything-from breakfast to cocktails by the pool-was paid for, long before you packed the swimsuits. "Love is all you need," teased the strategically placed Sandals billboards with gorgeous couples staring dreamily into each other's eyes. With a reputation for savvy marketing moves, the elder Stewart enchanted winter-weary vacationers to escape to Sandals to rekindle the passion, and later when that passion bore fruit, there was the family friendly Beaches Resort collection, where Microsoft XBox and Sesame Street friends enticed the kids.

When Sandals debuted 25 years ago "all-inclusive" was a novel idea, but soon enough, every resort with a bellman and a beach was also purveying all-inclusive vacations, and if imitation is an insincere form of flattery, Sandals is not prepared take shallow praise from its competitors. "Today, all-inclusive means nothing, since you don't know what you are going to get," says Stewart. Sandals' in-your-face response to any perceived erosion of its differentiation in the market is the volley of "luxury included". "We've escalated everything and that's going to be seen in every part of our operations. We've put about US$150 million into renovating existing properties in the last three years, so if you've not been to a Sandals property in the last 18 months you should know that everything is different."

Think "Extreme Makeover" on steroids with a raft of indulgent details at the resorts, like the English-trained butlers at the just-revealed Mediterranean Village at Sandals Grande Antigua Resort, as well as gilt-edged brands from the wine (Beringer Vineyards) in your glass (Waterford) to the designer of your wedding (Preston Bailey, who also did Donald Trump's extravagant nuptials) to the designer of the wedding cake (bespectacled baker to bold-faced names, Sylvia Weinstock). Then there's the scale of it all-the largest freshwater pool in the Eastern Caribbean (again at Sandals Grande Antigua) and 16 restaurants that will grace Beaches Turks and Cacios at the end of planned upgrade that is now the focus of Stewart's attention.

Small surprise then that the scale of the resorts is equalled by the unbridled adoration of Sandals guests and travel agents, and that translates into a huge repeat business. Case in point: travel agent Penny Sheldon, who on a lark got herself a Sandals tattoo, followed by one depicting the Beaches logo. "I said 'Why not', cause I'm a why-not kinda gal," explains Sheldon, as if it's perfectly normal to tattoo the name of a resort on one's back.

  Stewart's role as CEO is supported by big sister Jaime Stewart McConnell, who as Sandals Resorts International managing director is also cutting a wide swathe through the industry. Traversing five Caribbean borders with 18 resorts (there's also the boutique Royal Plantation brand) to deliver on a singular vision has its challenges, but Stewart defaults to the thousands people who work in the resorts. "No idea, no matter how great, is going to take off if you don't have 8,000 people believing in it." And for now, the mission of Adam, Jaime and father Butch is about executing on the vision of Sandals 2.0. "The Sandals brand has always been about two people in love, but now it's also involves a sexier side of paradise. That means when somebody opens a brochure and says 'I want to be there' we're making sure to deliver an experience that is just as it appears in the brochure."

Naturally, there must have been some doubt that Adam Stewart could match Butch Stewart's gregariousness, never mind the business smarts that drove Sandals to be the first thing that comes to mind when some people think vacation. After all, the resorts average 85 percent occupancy year-round, and that's nothing to snuff at in the fickle travel business. But it's a story from Penny Sheldon that kicks all the maybes to the curb. "One day I saw Adam with some bling, a pin that was really nice... so I asked him 'Can I have that?' and he gives it to me. But then he says 'Penny, for that I'm going to need 50 more bookings from you!' and I scream 'What!' And he says 'C'mon, those are diamonds in that pin, y'know.'" Somebody, give this man a cigar.