Traveling offers an array of choices, from traditional destinations to unique hotspots that promise unforgettable experiences. However, a disparity often exists between how American tourists view all-inclusive resorts and European destinations. Hyatt’s Inclusive Collection seeks to bridge this gap, steering U.S. travelers toward an invigorating experience in Europe with a refreshed perspective on luxury accommodations.
Hyatt’s Inclusive Collection, which includes familiar brands like Secrets, Dreams, and Zoetry, is expanding its reach within Europe. Currently, it boasts 10 properties across Spain, Greece, and Bulgaria, with plans to unveil Dreams Madeira in Portugal before year-end. This expansion is significant as it introduces European luxury resorts to a market predominantly familiar with all-inclusive options in the Caribbean and Mexico.
Jacki Marks, the global head of trade brands for ALG Vacations, emphasizes the importance of educating American travelers about these options. “We see the Inclusive Collection choosing locations that we believe Americans would appreciate,” Marks notes. Understanding the subtleties that differentiate European resorts from their American counterparts is crucial for both advisors and travelers alike. One notable distinction is that guests in Europe have the flexibility to choose among all-inclusive, half-board, and bed-and-breakfast packages, allowing a more tailored experience.
One major hurdle for the Inclusive Collection’s growth in the U.S. market is the current demographic of visitors at these European resorts, where Americans are still in the minority. Traditionally, destinations like Mallorca attract tourists from Germany and the UK. However, travel advisors can play an instrumental role in familiarizing American travelers with these unique destinations and illustrating how the Secrets, Dreams, and Zoetry brands maintain diverse offerings that cater to various preferences.
Marks suggests that travelers can enjoy the unique European experience of spending their mornings exploring before returning for a leisurely dinner or venturing out again afterward. “It’s about creating an itinerary that allows guests to explore the finest aspects of these destinations while having the comfort of a luxurious stay,” she asserts.
Moreover, ALG Vacations provides training tools through their ALGVPro platform, aimed at enhancing knowledge of European destinations. “We can’t expect our advisors to travel to every country in Europe, but we can bring them there virtually,” Marks adds. This approach ensures that advisors can quickly become proficient in suggesting Europe as a viable option for their American clients.
Recent fam trips to Mallorca have showcased the appeal of these resorts. Located in the picturesque Peguera, the Secrets Mallorca Villamil Resort & Spa has made a strong first impression since becoming part of the Secrets brand in 2019. With its backdrop of stunning landscapes and rich cultural heritage, the resort offers a warm and welcoming ambiance. The venue comprises two pools, a well-equipped spa, and several dining options, capturing the essence of a Mediterranean retreat.
Interestingly, the trend shows positive growth, with U.S. clientele increasing from less than 1% to nearly 9% since joining the Inclusive Collection. Alejandro Garrido Sanchez, the resort’s general manager, acknowledges the evolving interest among American tourists, indicating an upward trajectory.
The picturesque Zoetry Mallorca also plays a pivotal role in attracting tourists. Situated amidst lush farmland and a 14th-century estate, the Zoetry property represents a blend of modern amenities with historical allure, complete with a Michelin-starred restaurant that tantalizes culinary enthusiasts.
Travel advisors are beginning to recognize the potential of marketing these Mediterranean gems to various U.S. clients, from honeymooners seeking romance away from the Caribbean to families desiring history and culture. Travel agent Abbey Meyer identifies the Secrets Mallorca Villamil as a perfect addition to a broader Spanish travel itinerary, underscoring its position as the “cherry on top” of an adventure through Spain.
Independent travel agents echo this sentiment, noting the allure of familiar Secrets branding combined with the European charm. This dual appeal creates an enticing offer for honeymooners and luxury seekers alike. The flexibility in dining options only enhances this proposition, as shared dining experiences or exploration of local cuisines aligns seamlessly with both American preferences and European traditions.
The Inclusive Collection stands on the brink of redefining how Americans perceive European luxury and all-inclusive travel. By introducing a blend of historical elegance with modern leisure, Hyatt invites U.S. travelers to step out of their comfort zone and immerse themselves in the rich cultures of Europe. As innovative strategies unfold and travel advisors embrace the educational tools provided, it is likely we will witness a surge in American visitors seeking the unique experiences offered by this growing collection across the European landscape. With each fledgling traveler, this initiative could reshape not only vacation priorities but ultimately, vacation memories.
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