Hyatt Hotels Corp. is known for its luxury offerings in the all-inclusive resort space, but with the introduction of the Hyatt Vivid brand, they are targeting a younger and more price-conscious demographic. Melanie Benozich, Hyatt’s associate vice president for marketing and global branding, shared that the company identified a gap in their Inclusive Collection portfolio and saw an opportunity to cater to the next generation of travelers.
Unlike the higher-end luxury brands in Hyatt’s Inclusive Collection, Hyatt Vivid is positioned in the upper-upscale segment, offering a more affordable price point while still providing a premium experience. With a focus on creating a space for younger travelers, including Gen Z, who may not have as much disposable income, Hyatt Vivid aims to offer great experiences without sacrificing quality.
The Hyatt Vivid brand made its debut earlier this year with the opening of the Hyatt Vivid Grand Island in Cancun. Situated just outside of Cancun’s Hotel Zone, this 400-room property offers rates starting at around $400 per night for a double room. Guests can enjoy a variety of a la carte food and beverage options, including Japanese, French, and Mediterranean cuisine, with a focus on casual and flexible dining experiences.
Hyatt Vivid takes a different approach to dining compared to other all-inclusive resorts, with an emphasis on approachable and fork-free cuisine. The resort offers grab-and-go options across multiple venues, including packed picnic baskets and food truck-style offerings. Instead of a traditional buffet, there is a food court-style “food hall” with diverse cuisine options, allowing guests to choose what they want to eat without feeling confined to a traditional restaurant setting.
Guests at the Hyatt Vivid Grand Island can upgrade their experience by opting for the Vantage Club program, which provides exclusive perks such as special dining hours and enhanced in-room amenities like a soaking tub, an espresso machine, and a pillow menu. Approximately one-third of the property’s room inventory is part of the Vantage Club program, giving guests the opportunity to elevate their stay.
In addition to culinary offerings and club-level amenities, Hyatt Vivid focuses on curating a diverse mix of on-site experiences for guests. This includes pop-up entertainment like DJs and live music performances, as well as complimentary activities such as glow-in-the-dark volleyball, evening bonfires, paddleboard yoga, and pottery or kite making. These unique activities add an element of fun and surprise to the guest experience.
While plans for further expansion of the Hyatt Vivid brand have not been announced, Hyatt is in discussions with potential owners for properties in Latin America and the Caribbean. As the brand gains traction and success in these regions, there is potential for further expansion beyond that. The demand for unique and differentiated experiences is driving the growth of the brand, with travelers looking for something new and exciting in the all-inclusive space.
Hyatt Vivid represents a fresh and innovative approach to all-inclusive luxury, catering to a younger demographic seeking high-quality experiences at a more affordable price point. With a focus on unique dining experiences, enhanced amenities, and curated on-site activities, Hyatt Vivid is poised to become a standout brand in the all-inclusive resort market, offering something different for the next generation of travelers.
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