For many American travelers, European vacations usually conjure images of classic architectural tours, culinary experiences, and immersive cultural encounters—not necessarily all-inclusive resorts. However, Hyatt’s Inclusive Collection seeks to transform this narrative. With a growing portfolio of high-end brands, including Secrets, Dreams, and Zoetry, this initiative is forging a new pathway that elevates the traditional luxury vacation. By extending its idyllic offerings from the Caribbean and Mexico to picturesque locales in Europe, Hyatt aims to capture the interest of American tourists and change their perception of international travel.
With ten properties already established in dream destinations such as Mallorca, Lanzarote, and Corfu, the Inclusive Collection is poised to expand further with the upcoming Dreams Madeira in Portugal. This growth hints at a desire to diversify and redefine what luxury travel entails, not merely in terms of hospitality but also in how U.S. travelers conceptualize their vacation experiences.
According to Jacki Marks, the global head of trade brands for ALG Vacations, advisors play a crucial role in bridging the knowledge gap for American travelers. Most of the existing clientele at these resorts predominantly hails from Germany and the U.K., making it imperative for travel advisors to educate their clients about the unique offerings of each property. As American tourists become aware of what is available, their willingness to explore European destinations escalates.
This educational endeavor is not just about enticing travelers to visit but also about helping them understand the dynamics of resort experiences in Europe. Unlike resorts in the Caribbean, where all-inclusive options are typically the norm, these European properties offer various packages, including half-board and bed-and-breakfast options. This flexibility gives travelers the freedom to design their experiences according to their preferences, whether they wish to explore the local culture during the day or savor the resort’s amenities.
Travel advisors recently had the opportunity to explore one of the flagship properties, the Secrets Mallorca Villamil Resort & Spa, during a familiarization trip to Peguera. Originally established as a hotel in the 1950s, this property switched to a Secrets brand in 2019, marking its entry into the European market. What’s compelling is the substantial increase in American clientele—from less than 1% to nearly 9%—demonstrating that enhanced marketing and education efforts are indeed resonating with potential visitors.
Located strategically near bustling shops and local beaches, the Secrets Mallorca Villamil is a microcosm of European charm with modern amenities. Its intimate scale, coupled with luxurious features such as multiple pools, a wellness center, and various dining options, gives guests a taste of retreat-style living. Furthermore, the aesthetic extends from Old World architecture to modern comforts, catering to American tastes while embracing local culture.
On the other hand, the Zoetry Mallorca offers a completely different experience. Nestled within a stunning 14th-century estate, the property combines rich historical elements with contemporary luxury. The Michelin-starred dining option showcases local cuisine, while the chapel serves as a romantic venue for special events, further attracting American honeymooners and couples looking for a unique destination.
The wisdom shared by travel advisors like Abbey Meyer and Heather Huber underscores the value of this transformation. Meyer envisions the Secrets Mallorca Villamil as a fitting end to a broad Spanish itinerary, providing an enriching experience infused with both luxury and culture. Similarly, agents like Huber see potential in marketing these European properties as alternative honeymoon destinations for couples seeking something beyond the traditional Caribbean getaway.
The familiarity of the Secrets brand resonates with American travelers, and its presence in Europe provides an enticing new option. The unique combination of luxury, culture, and flexibility in dining and activity choices makes the Inclusive Collection’s offerings particularly appealing. Travel agents can leverage these attributes to craft tailored experiences for their clients, positioning them as go-to experts for luxurious European vacations.
As Hyatt’s Inclusive Collection continues to expand and adapt, the potential for reshaping Americans’ vacation choices becomes more pronounced. The blend of familiarity and novelty captured by European locations under the Secrets, Dreams, and Zoetry brands empowers travel advisors to paint a compelling picture for their clients. As interest grows, American travelers may find themselves redefining not just their vacation selection but their entire perspective on what luxury travel can be. The future is bright for high-end resorts in Europe—a testament to how innovative strategies can revitalize and reimagine travel experiences across continents.