CARTAGENA, Colombia — As the all-inclusive sector matures in the Caribbean and Latin America, Hyatt is exploring new segments designed to take travelers beyond the traditional interpretations of all-inclusive.
Hyatt’s 2021 acquisition of Apple Leisure Group was a catalyst for growth, said Fernando Fernandez, vice president of development for Hyatt’s Inclusive Collection of all-inclusive brands. Fernandez was vice president of development at Apple Leisure Group at the time of the acquisition. He said since the deal, Hyatt is making the expansion of the brands under his umbrella “easier and faster.”
With a stable of all-inclusive brands that includes the Secrets, Dreams and Zoetry brands that came to the company via Apple Leisure Group’s AMResorts division, plus the Hyatt-grown Ziva and Zilara brands, the company now is looking at new higher-end offerings.
That’s driven by customers who have developed increased confidence in all-inclusive resorts over the years, which in turn has raised their expectations.
“Guests who have never been to an all-inclusive go and immediately see the difference,” Fernandez said. “They’re willing to pay more but also expecting more, which is good because it pushes us to create a better product.”
Secrets Impression and Hyatt Vivid Hotels & Resorts
That demand for more and better led Hyatt late last year to launch Secrets Impression, a high-end extension of its existing adults-only Secrets all-inclusive resort brand. The concept is higher-end resort-within-a-resort, with what Fernandez described as “endless privileges” such as higher-tier alcohol and elevated service.
The first Impression is part of Secrets Moxché Playa del Carmen in Mexico. Approximately half the rooms are part of the Secrets property and half are Secrets Impression. Another is planned for the Secrets Playa Mujeres resort in Mexico.
The plan is to add the Impression concept to new resorts and renovated resorts where applicable.
Hyatt Vivid Hotels & Resorts is another recently launched brand designed for a specific higher-end, all-inclusive traveler, which Fernandez described as “a very luxury and relaxed environment where it will be more casual, targeting that customer with a bohemian luxury style.”
The first Vivid likely will open next year in Cancún, Mexico, Fernandez said.
Other All-Inclusive Brands
Luxury is a priority for Hyatt’s Inclusive Collection, but the company isn’t slowing down its other brands.
In February, the 520-room Dreams Flora Resort & Spa opened in the Dominican Republic, and in March, Hyatt struck a collaboration with Be Live Hotels to grow the family-friendly Sunscape Resorts & Spas brand in the Caribbean by nearly 2,000 rooms. Two Be Live properties in Dominican Republic, owned by Spain’s Globalia, will undergo renovation and rebranding into Sunscape Resorts & Spas.
Additional openings on the way in Mexico include Secrets Tulum Resort & Beach Club and Dreams Estrella Del Mar Mazatlán.