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- Travel Weekly
Hyatt all-inclusives are getting into immersive offerings
That today's luxury travelers are seeking immersive programming is well established. The all-inclusive sector, however, has traditionally focused on a relatively straightforward formula, centered less on immersion and more on sun, sand and endless buffets.
Ana Tomicevic
But as the industry evolves to tap into experiential demand, market leader Hyatt Hotels Corp. is bolstering its portfolio of 140-plus all-inclusives with programming that Ana Tomicevic, global vice president of brand and marketing for Hyatt's Inclusive Collection said is designed to "take things to the next level."
"We know people want unique experiences, and our properties do a great job of doing that today," Tomicevic said. "But how can we innovate even more?"
While the all-inclusive industry as a whole has made significant strides in elevating its culinary offerings over the years, raising the bar further on food and beverage remains a key focus, according to Tomicevic.
She pointed to recent developments such as the Secrets Tulum Resort & Beach Club's vegan restaurant and the Hyatt Vivid Grand Island's "eco-garden," where the Cancun resort sources some of its farm-to-table ingredients.
As part of its more Gen Z-oriented positioning, the adults-only Hyatt Vivid concept also emphasizes what Tomicevic describes as a "casual over formality" dining approach, featuring grab-and-go poolside taco trucks and ceviche bars that eliminate traditional restaurant wait times.
A poolside pop-up at a Dreams resort, created in partnership with MasterChef Junior. Photo Credit: Inclusive Collection
The company's newest and perhaps most unconventional dining program targets even younger foodies.
Earlier this year, the Inclusive Collection unveiled a program created in partnership with the culinary competition television series "MasterChef Junior," rolling out kid-friendly experiences and menu offerings inspired by the show across select Dreams resorts.
Designed for children ages 6 to 12, activities include a Mystery Box Challenge at the Explorer's Club kids club, where children compete to create themed dishes, and pop-up poolside activations like a customizable Popsicle station. "For kids, by kids" menus are crafted by "MasterChef Junior" season 9 winner Bryson McGlynn and season 8 semifinalist Ivy Childs.
McGlynn's menu showcases dishes like Alabama Pow Pow Shrimp Tacos, made with Cajun-battered shrimp, while Childs' features the Jacky O' Chicken, panko-crusted chicken breast paired with mustard, thyme, tomato and capers, among other ingredients.
The MasterChef Junior programming and menus are currently available at four Dreams properties in Mexico and the Caribbean, with expansion to a dozen more Dreams resorts set to follow shortly.
"We're really trying to expose kids to different flavors and different cuisines," Tomicevic said. "Instead of just having chicken nuggets and fries, we're introducing them to different tastes and different experiences through cooking."
Fitness and other activities
Culinary isn't the only area where the Inclusive Collection is expanding its programming. As part of Hyatt's partnership with Peloton, the portfolio has also been introducing the fitness brand's eponymous exercise bikes to Inclusive Collection properties, with guests able to connect their Peloton and World of Hyatt loyalty program accounts and earn points during workouts.
"You're burning your calories, and you're earning points at the same time," Tomicevic said.
The immersive focus also extends to what Tomicevic describes as more "culturally relevant" experiences and entertainment. She points to offerings like traditional temazcal sweat lodge rituals available at several properties or pottery wheel throwing, one of many activities offered at the Hyatt Vivid Grand Island.
The Inclusive Collection's experiential push comes as Hyatt's all-inclusive business posts strong gains -- up 7% in booking pace for the second quarter -- even as economic uncertainty puts pressure on broader U.S. leisure demand.
"People are really being more sensitive in how they spend their money," said Tomicevic, who added that the format's inherent value proposition appeals to cost-conscious travelers. "We know that's a reality, and I think that is benefiting all-inclusive."
Also helping drive demand is the Inclusive Collection's continued expansion. Just this month, the portfolio announced the opening of the Secrets Baby Beach Aruba and the Secrets St. Lucia Resort & Spa, the collection's first Secrets resorts on those islands.
"Aruba has never traditionally been an all-inclusive market, and in St. Lucia, while there are some all-inclusives, it's not a traditional one either," Tomicevic said. "So those are definitely going to be interesting."
