In the landscape of travel, Americans tend to view European getaways through a different lens than the all-inclusive resorts typically found in the Caribbean and Mexico. However, Hyatt’s Inclusive Collection is set to challenge this notion. By expanding its portfolio into the heart of Europe, particularly with its Secrets, Dreams, and Zoetry brands, Hyatt aims to cater to the preferences of U.S. travelers eager for luxurious yet flexible vacation experiences.
This strategic expansion includes notable locations like Mallorca and Lanzarote in Spain, Corfu in Greece, and Sunny Beach in Bulgaria. Excitingly, the soon-to-launch Dreams Madeira hotel in Portugal will further diversify this offering. Jacki Marks, the global head of trade brands for ALG Vacations, highlighted a critical point: the existing clientele at these resorts predominantly consists of German and British tourists, meaning American travelers are still a minority. This gap presents a unique opportunity for travel advisors to bridge the knowledge chasm and facilitate a greater understanding of these appealing destinations.
Travel advisors are key players in cultivating American interest in Europe’s inclusive offerings. Their grounded knowledge is essential for sharing insights about destinations that may not be as familiar to U.S. tourists. For instance, advisors can communicate that the European resorts in the Inclusive Collection offer more than just a strict all-inclusive experience. With choices ranging from all-inclusive to bed-and-breakfast options, guests can tailor their holiday to fit their explorative desires.
Marks indicated that it’s crucial for advisors to educate potential guests on the lifestyle associated with these resorts. Travelers can enjoy leisurely breakfasts, embark on adventurous excursions throughout the day, and still return in the evening for gourmet dining experiences. This flexibility is a far cry from the traditional expectations of the all-inclusive format and opens up a world of possibilities.
In a bid to empower advisors, ALG Vacations has developed training resources that cover various European locales, enabling advisors to become adept in European travel without needing extensive first-hand experience. By harnessing technology to simulate travel experiences, more advisors can swiftly develop the expertise necessary to guide American travelers.
A recent fam trip led by Marks provided a firsthand look at the Secrets Mallorca Villamil Resort & Spa, showcasing how ancient charm marries modern luxury. The 162-room hotel, operational since the 1950s and transitioning to the Secrets brand in 2019, has experienced a noteworthy increase in American clientele—from a mere 1% to close to 9%. This uptick illustrates the growing appeal of the Secrets brand among U.S. travelers.
Nestled within the vibrant Peguera, the Secrets resort boasts immediate access to lush beaches and a lively local atmosphere. With amenities including two outdoor pools, multiple dining options, a wellness center complete with a spa, and a Preferred Club, the resort creates an inviting environment where leisure is paramount. Signature attractions like the Piano Bar offer an elegant ambiance complemented by breathtaking sea views, showcasing the property’s commitment to blending relaxation with a taste of local culture.
Moderately sized yet rich in offerings, the Secrets Mallorca Villamil focuses on creating an intimate experience for its guests, striving to embody the essence of a vacation blended with local flavor. The design includes high ceilings, antique-style furnishings, and a blend of historical and contemporary elements, ensuring each guest enjoys a unique stay.
A Diverse Market for American Travelers
The potential for attracting American tourists to Europe is immense, especially with enchanting locales like Zoetry Mallorca, situated in the serene countryside. This property, steeped in historical significance, is set against a backdrop of 14th-century architecture, merging the luxury of modern hospitality with storied heritage. The presence of a Michelin-star restaurant within the estate further elevates its allure.
Travel professionals envision these resort experiences as complementary elements to broader Spanish travel itineraries that encompass popular cities like Madrid and Barcelona. Suggestions for positioning the Secrets Mallorca Villamil as a “cherry on top” of a Spanish adventure highlight its capability to offer something unique beyond the standard Mediterranean beach experience.
From honeymooners seeking romance without venturing to the Caribbean, to vacationers exploring Europe’s breathtaking landscapes, the Inclusive Collection presents a distinctive opportunity for those wishing to combine luxury and exploration. The familiar Hyatt brand, coupled with European charm and dining flexibility, stands to entice a diverse array of travelers looking for an unforgettable experience.
Thus, as Hyatt continues to grow its presence in Europe, it has the potential not only to redefine the all-inclusive concept but also to introduce a new generation of tourists to the joys of European travel.
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