In an ever-evolving landscape of hospitality, Hyatt Hotels Corp. has taken a bold step forward with its latest brand, Hyatt Vivid. While the company has long been known for its luxurious, all-inclusive offerings, Hyatt Vivid is breaking new ground by targeting a younger and more price-conscious demographic. Melanie Benozich, Hyatt’s associate vice president for marketing and global branding, shared that the idea for the adults-only Vivid concept was born out of a need identified through market research. This move marks a strategic shift within Hyatt’s Inclusive Collection portfolio, which currently boasts 10 brands predominantly positioned at the higher end of the market.
Benozich explained that the development of the Hyatt Vivid brand was inspired by a desire to cater to the next generation of travelers, including Gen Z, who may not yet have significant disposable income or established careers but have a strong passion for exploration and adventure. Positioned in the upper-upscale tier, Hyatt Vivid sits at a price point below the luxury Secrets Resorts & Spas brand within the Inclusive Collection but above the portfolio’s midrange options like Sunscape Resorts & Spas or Alua Hotels & Resorts. The goal was to create a space where younger travelers could enjoy high-quality experiences without feeling like they were sacrificing luxury.
The debut of the Hyatt Vivid brand came earlier this year with the opening of the Hyatt Vivid Grand Island in Cancun. Boasting 400 rooms and located just outside the bustling Hotel Zone, this property promises a vibrant and energetic atmosphere for guests. With rates starting at around $400 per night for a double occupancy room, the Hyatt Vivid Grand Island offers a range of a la carte food and beverage options, including Japanese, French, and Mediterranean cuisines. What sets the Vivid apart is its casual and flexible approach to dining, focusing on accessible and hands-on culinary experiences. From grab-and-go options to food truck-style offerings, guests are encouraged to indulge in a variety of flavors and dining styles throughout their stay.
In addition to its diverse culinary offerings, the Hyatt Vivid Grand Island provides guests with the option to enhance their experience through the Vantage Club program. This exclusive club grants access to special dining hours and premium in-room amenities, such as a soaking tub, an espresso machine, and a pillow menu. Approximately one-third of the property’s rooms are part of the Vantage Club program, ensuring that guests seeking a heightened level of luxury and service can indulge in a personalized stay.
Beyond its culinary delights and elevated amenities, Hyatt Vivid is committed to curating a wide array of on-site experiences to enrich the guest journey. From pop-up entertainment with DJs and live music performances to complimentary activities like glow-in-the-dark volleyball, evening bonfires, and paddleboard yoga, there is no shortage of excitement at the Grand Island resort. Additionally, guests can partake in creative pursuits like pottery or kite making, further adding to the eclectic mix of activities available.
While the Hyatt Vivid brand has made a splash with its inaugural property in Cancun, the company is already looking towards the future. Benozich hinted at potential expansion plans throughout Latin America and the Caribbean, indicating a growing interest in bringing the unique Vivid concept to new destinations. As Hyatt continues to engage in discussions with potential owners, the prospect of seeing more Hyatt Vivid properties on the horizon seems promising. With an emphasis on providing diverse and engaging experiences for the next generation of travelers, Hyatt Vivid is poised to redefine the landscape of all-inclusives in the years to come.