For American tourists, the idea of an all-inclusive holiday often conjures images of serene Caribbean beaches or opulent resorts along Mexico’s coast. However, Hyatt’s Inclusive Collection is determined to reshape the narrative surrounding European vacations. By expanding its portfolio of all-inclusive resorts under the well-regarded Secrets, Dreams, and Zoetry brands, Hyatt is presenting North American travelers with new alternatives that blend luxury with a unique European flair. With ten resorts currently operating across picturesque locations such as Mallorca, Lanzarote, Corfu, and Sunny Beach, and plans to introduce the new Dreams Madeira in Portugal, Americans are being invited to experience the luxury of all-inclusive leisure in captivating European settings.
Jacki Marks, the Global Head of Trade Brands for ALG Vacations—a division of Hyatt—points out that currently, most of the patrons frequenting these resorts aren’t from the U.S. Instead, the majority are European tourists, particularly from Germany and the U.K. This distinction emphasizes the necessity for U.S. travel advisors to educate potential clients about these destinations. Marks believes that understanding European culture and travel dynamics is crucial for enticing Americans to step out of their typical vacation choices. According to her, “Americans aren’t the majority of the clients at these resorts today,” indicating that there is significant room for growth as American interest in diverse vacation options continues to evolve.
To facilitate this growth, travel advisors are provided with detailed training focused on specific European destinations through platforms like ALGVPro. As travel assistance becomes increasingly integral for American tourists unfamiliar with European travel norms, this educational component can empower advisors to better promote these resorts as part of a wider European getaway.
A key aspect distinguishing Hyatt’s Inclusive Collection resorts in Europe from their counterparts in the Americas is flexibility. While many American travelers perceive all-inclusive resorts as requiring full commitment to meal plans and activities offered on-site, these European resorts provide a more versatile approach. Visitors often have the option to choose from all-inclusive packages alongside half-board or bed-and-breakfast arrangements. This flexibility allows guests to explore local cuisine and cultural attractions, creating a travel experience that is more than just sunbathing by the pool.
Marks notes that American travelers could benefit from understanding that these resorts allow guests the freedom to explore their surroundings throughout the day. Guests can treat their vacation as a blend of relaxation and adventure, sampling local delicacies and immersing themselves in the vibrant culture of their vacation spot—instead of being confined to the resort’s offerings.
This pursuit of discovery and exploration is epitomized in Mallorca, a burgeoning vacation hotspot that, while primarily popular among Europeans, is beginning to attract a more diverse clientele. The Secrets Mallorca Villamil, represents a perfect example of this trend. Once predominantly frequented by European tourists, the resort is witnessing an influx of American visitors whose numbers have climbed from less than one percent to nearly nine percent in recent years. This growth reflects a rising interest among Americans in the unique offerings of the region, where traditional European charm meets modern hospitality.
The Secrets Mallorca Villamil boasts an ideal location right off Peguera’s bustling boulevard, with convenient access to the beach and an array of shops, restaurants, and bars. Although smaller and more intimate than some of its American counterparts, the resort rewards guests with a wealth of amenities, including outdoor pools, a comprehensive spa, and diverse dining options. Combining organic elegance with Old World charm, the resort’s accommodations retain historical touches while providing the comforts of modern living.
Additionally, travel advisors have recognized the potential of Mallorca as a prime destination for various types of travelers, including those seeking romantic getaways or honeymoon experiences. Travel agents such as Abbey Meyer from Missouri’s Sky High Travel envision Mallorca as an ideal conclusion to a larger Spanish itinerary, seamlessly merging heritage and relaxation. Similarly, Heather Huber, an independent agent from Oklahoma, views the region as perfect for honeymooners desiring a peaceful escape that differs from traditional Caribbean offerings.
The brand familiarity offered by the Secrets label coupled with the historical and cultural richness of locations like Mallorca creates a compelling pitch for travel advisors. Recent insights reveal that American travelers, particularly couples, are looking for unique experiences beyond the standard resort options, offering a gateway for Hyatt’s Inclusive Collection to thrive in the evolving travel landscape.
Hyatt’s Inclusive Collection is not merely presenting American tourists with luxurious accommodations but is also fostering cultural exchanges that broaden horizons, elevate experiences, and ultimately reshape the future of travel within Europe.