The luxury travel landscape is undergoing a significant transformation as modern travelers increasingly seek immersive experiences. Traditionally, the all-inclusive segment primarily catered to guests with its formula of sun-soaked getaways, vast buffets, and uncomplicated leisure activities. However, companies like Hyatt Hotels Corp. are shifting gears to meet the growing demand for unique, experiential offerings within their extensive portfolio of over 140 all-inclusive properties.
Ana Tomicevic, the global vice president of brand and marketing for Hyatt’s Inclusive Collection, emphasizes this trend, stating, “We know people want unique experiences, and our properties do a great job of doing that today. But how can we innovate even more?” This inquiry highlights the company’s commitment to elevating guest experiences beyond traditional offerings.
One of the primary ways to enhance the all-inclusive model is through culinary innovation. Hyatt has been proactive in improving its food and beverage options, as evidenced by recent additions like the vegan restaurant at the Secrets Tulum Resort & Beach Club and the “eco-garden” at Hyatt Vivid Grand Island, which sources its ingredients for a farm-to-table approach.
Casual Dining for a Modern Audience
The Hyatt Vivid concept, aimed at a younger demographic, integrates a more relaxed dining style. “Casual over formality” is the guiding principle, which includes poolside taco trucks and ceviche bars that negate the need for lengthy waits at traditional restaurants.
A poolside pop-up at a Dreams resort, created in collaboration with MasterChef Junior.
Engaging Culinary Experiences for Kids
Hyatt has also rolled out an innovative dining initiative for younger guests through a collaboration with the renowned culinary competition series MasterChef Junior. This program includes kid-focused activities and menu selections across selected Dreams resorts, specifically designed for children aged 6 to 12. Highlights include a Mystery Box Challenge at the Explorer’s Club kids’ club and customizable pop-up offerings such as a Popsicle station.
The “For kids, by kids” menus, crafted by MasterChef Junior champions, feature exciting dishes like Alabama Pow Pow Shrimp Tacos and panko-breaded Jacky O’ Chicken. “We’re really trying to expose kids to different flavors and cuisines,” Tomicevic noted. This focus aims to move beyond typical menu items like chicken nuggets to introduce children to diverse culinary experiences.
Enhanced Fitness and Cultural Offerings
Beyond culinary experiences, the Inclusive Collection is also enhancing its programming through partnerships with fitness brands such as Peloton. Guests at Inclusive Collection properties can now utilize Peloton bikes, linking their accounts to earn loyalty points during workouts. Tomicevic stated, “You’re burning your calories, and you’re earning points at the same time.”
Moreover, Hyatt is diversifying its entertainment options by incorporating culturally significant experiences such as traditional temazcal sweat lodge rituals and pottery wheel activities at various properties. This immersive focus ensures that guests can engage with local cultures directly during their stay.
Strong Demand Resilience Amid Market Challenges
Hyatt’s all-inclusive segment is experiencing robust growth, with a booking pace increase of 7% in the second quarter, even against the backdrop of broader economic uncertainties. “People are being more careful about how they spend their money,” Tomicevic explained. This economic sensitivity appears to favor the all-inclusive format’s inherent value proposition.
Recent expansions within the Inclusive Collection bolster this trend. New properties like Secrets Baby Beach Aruba and the Secrets St. Lucia Resort & Spa represent the brand’s entry into markets that have not traditionally emphasized all-inclusive offerings. “Aruba has never been known as an all-inclusive destination, and in St. Lucia, the concept is still developing,” Tomicevic added, highlighting the potential these new locations hold.
As the desire for unique and immersive travel experiences escalates, Hyatt’s Inclusive Collection is strategically positioning itself to cater to these evolving preferences, paving the way for a new chapter in luxury travel.
