The hotel industry is continuously evolving to meet the changing needs and preferences of travelers. One prominent player in the luxury all-inclusive market, Hyatt Hotels Corp., has recently introduced a new brand called Hyatt Vivid. This brand is specifically targeting a younger and more price-conscious demographic, setting itself apart from traditional luxury resorts.
Hyatt Vivid is designed to cater to the next-gen traveler, including Gen Z, who may not have a significant amount of disposable income but still values unique travel experiences. The brand is positioned in the upper-upscale space, offering a price point that falls between luxury adults-only resorts and midrange options. By filling this gap in the market, Hyatt is tapping into a new segment of travelers who are looking for high-quality experiences without breaking the bank.
One of the key features of the Hyatt Vivid brand is its approach to dining. Unlike traditional all-inclusive resorts that focus on formal dining experiences, Hyatt Vivid takes a more casual and flexible approach. The brand offers a variety of a la carte food and beverage options, including Japanese, French, and Mediterranean cuisine. Additionally, guests can enjoy grab-and-go options, packed picnic baskets, and food truck-style offerings. The resort also features a food court-style “food hall” that provides a diverse range of cuisines, giving guests the freedom to choose what and where they want to eat.
In addition to innovative dining options, Hyatt Vivid offers unique room features and amenities to enhance the guest experience. Guests can upgrade to the Vantage Club, which provides access to special dining hours and elevated in-room amenities such as soaking tubs, espresso machines, and a pillow menu. Approximately one-third of the property’s room inventory is part of the Vantage Club program, giving guests the option to tailor their stay to their preferences.
Another core pillar of the Hyatt Vivid brand is curating a diverse mix of on-site experiences for guests. These experiences include frequent pop-up entertainment such as DJ performances and live music, as well as complimentary activities like glow-in-the-dark volleyball, evening bonfires, paddleboard yoga, pottery classes, and kite making. By offering a range of activities, Hyatt Vivid aims to create a vibrant and engaging atmosphere for guests to enjoy during their stay.
While the Hyatt Vivid brand made its debut with the opening of the Hyatt Vivid Grand Island in Cancun, there are plans for further expansion in Latin America and the Caribbean. Hyatt is currently in talks with potential owners to bring more Hyatt Vivid resorts to different locations. The brand’s success in these regions will likely determine its future expansion beyond the initial target areas. As travelers continue to seek unique and differentiated experiences, brands like Hyatt Vivid are poised to capitalize on this growing trend in the all-inclusive hotel industry.