The perception that European vacations differ vastly from all-inclusive resorts has been a longstanding narrative among U.S. travelers. The distinct appeal of sun-soaked resorts in the Caribbean and Mexico contrasts sharply with the historical and cultural richness of European destinations. Hyatt’s Inclusive Collection is stepping into this arena, aiming to challenge the deep-rooted views of American vacationers. With a portfolio that includes esteemed brands like Secrets, Dreams, and Zoetry, the collection is extending its reach into Europe, aspiring to attract American tourists who may previously have looked elsewhere for holiday options.
Currently, this ambitious initiative comprises ten exquisite resorts spanning across scenic locations such as Mallorca and Lanzarote in Spain, Corfu in Greece, and Sunny Beach in Bulgaria. The anticipation builds as the new Dreams Madeira in Portugal is set to join the collection later this year. Rather than settling for traditional vacation spots, Hyatt is targeting locations that promise to resonate with American preferences while bridging any gaps in familiarity through education and training.
Jacki Marks, the global head of trade brands for ALG Vacations—a Hyatt subsidiary—highlights a crucial element in this narrative: the role of travel advisors. These professionals are not just booking agents; they are educators, helping potential travelers understand that European resorts can offer more than all-inclusive packages. Currently, a significant portion of the clientele at these European resorts consists of European tourists, primarily from Germany and the U.K. to date, American visitors have made up a smaller percentage.
To tap into the lucrative U.S. market, travel agents must articulate the differences between the resorts in Europe and those familiar to American vacationers. One distinct feature is the flexibility in meal plans. Unlike their counterparts across the Atlantic, many European resorts allow guests to opt for half-board or bed-and-breakfast arrangements, thereby providing the freedom to explore local gastronomy and culture. The concept of simply enjoying breakfast at the resort and venturing out for lunch and dinner changes the travel narrative entirely.
Marks notes that effective training resources, such as the ALGVPro certification platform, are available for travel advisors. This program aims to educate them about various European locales, thereby enabling them to market these destinations more effectively. The idea is for advisors to become well-versed in European travel options without needing to physically traverse each country, a task that could be logistically difficult and time-consuming.
A recent familiarization trip hosted by Marks in Mallorca showcased the potential of these destinations to travel advisors and influencers. The group visited the Secrets Mallorca Villamil Resort & Spa, a property steeped in history yet modern in its offerings. Once just a local hotel, this resort transitioned to the Secrets brand in 2019, with American guests accounting for only a fraction of its visitors back then. Fast forward to today, and that number has spiked to nearly 9%, indicating a growing interest from U.S. travelers.
Located in Peguera, the Secrets Mallorca boasts an enviable position just steps from vibrant shops, restaurants, and a picturesque beach. While smaller than some North American counterparts, the resort delivers a wealth of amenities: two outdoor pools, a comprehensive spa, fitness facilities, and dining options that range from casual to elegant. Its Piano Bar, with its panoramic sea views and outdoor music performances, illustrates how this property manages to blend intimacy with vitality.
The visit also included a journey to Zoetry Mallorca, a tranquil hideaway set in a refurbished 14th-century estate surrounded by stunning countryside. This property captivates with its rustic charm, Michelin-star dining, and serene wedding venues. For U.S. travelers seeking romantic escapes or unique cultural experiences, both resorts present compelling options, shaped by their historical contexts yet equipped with modern luxury.
Targeting an Emerging Market
Travel professionals are increasingly recognizing the appeal these European resorts could hold for American travelers enticed by diverse experiences. Various strategies are in play to market these properties across the pond. Some advisors, like Abbey Meyer and Heather Huber, echo sentiments of integrating the Secrets resorts into broader European travel itineraries. They envision an experience that not only satisfies a craving for relaxation but also allows for an authentic taste of European culture.
The concept of marketing these resorts to honeymooners seeking alternatives to the Caribbean highlights an emerging trend. The familiarity of the Secrets brand combined with European destinations provides an attractive package. Recommendations surrounding flexibility in dining, versatility in experiences, and cultural richness cultivate a stronger allure for American travelers.
Amid this progressive shift, Hyatt’s Inclusive Collection is poised for growth, bridging the gap between traditional vacation notions and contemporary global travel aspirations. By capitalizing on established brands while introducing American travelers to the allure of European resorts, Hyatt is not just altering perceptions but also reshaping the future of travel itself.