Prevue January-February 2014 - (Page 10)
fresh meets
Hyatt Enters All-Inclusive Sector
Expect revamped F&B and group experiences in Cancun, Cabo & Montego Bay
P
resently, Hyatt Hotels is rebranding
three all-inclusive resorts in Mexico
and the Caribbean owned and
operated by Playa Hotels & Resorts. This
is a bit of a shake up in the all-inclusive
hospitality sector, and it's an exciting
development for U.S.-based meeting
planners for a variety of reasons.
Hyatt is developing two new brands:
Hyatt Ziva and the more upscale, couplesonly Hyatt Zilara. Hyatt Ziva Los Cabos
and Hyatt Zilara Cancun opened
in November, with multimillion dollar
renovations planned this year.
Hyatt Ziva Rose Hall will open in
Montego Bay, Jamaica late this year inside
the previous Ritz-Carlton Rose Hall property,
located just 10 minutes from the airport.
"We've been exploring the all-inclusive
sector for about four years actually, and this
immediately expands our resort offerings
for our loyal customers who want to book
Hyatt more," says Chris Walker, VP of brand experience at Hyatt
Hotels. "Meeting planners really like all-inclusives, and obviously
Hyatt has a strong legacy in groups, meetings and conventions.
We think we can work with Playa Resorts to make it even better."
Hyatt is coming in with a range of initiatives designed to
align the all-inclusive model with today's group travel trends.
The first thing Hyatt did was to start asking planners questions
about what works, what doesn't, and their attendees' overall
perceptions of the all-inclusive market.
"One thing we heard a lot was planners saying, 'I'm really
excited when I'm planning my program, I'd love to learn more,
know more at the start of the research phase,'" says Walker. "I
wouldn't be surprised if the website becomes a lot more robust
with more components, because everyone, both the planner and
group participants, wants to be able to know what's available."
Onsite programming is also going to be tweaked to offer
more spontaneous options, with a focus on non-traditional
activities, above and beyond pool volleyball games. That
might mean unplanned bonfires on the beach for roasting
Hyatt Ziva Los Cabos
marshmallows, unexpected group tours around the resort
property, or a paddleboarding competition to keep the vibe fresh.
Hyatt is also actively building offsite activities that take into
account more local culture, again offering something unexpected
within the all-inclusive competitive set.
"You want some surprises, those are the things that create
memorable experiences during any trip," explains Walker. "More
and more people want to do things they can't do at home; those
bits of discovery about the destination are important."
Hyatt is also taking a hard look at F&B to see where it can
bring its EP brand initiatives into play. Walker acknowledges that
food quality and consistency are paramount considerations for
planners with international groups.
"We believe we can deliver an outstanding food and
beverage experience in an all-inclusive environment that Hyatt
would be proud to offer, so I think you will definitely see some
changes in F&B offerings," he says. "Playa Resorts specifically
sought out Hyatt for our F&B expertise to raise the game in the
culinary space."-Greg Oates
"We believe we can deliver an outstanding food and beverage experience
in an all-inclusive environment that Hyatt would be proud to offer, so I
think you will definitely see some changes."
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Table of Contents for the Digital Edition of Prevue January-February 2014
Planner's Pick: Boston
Fresh Meets: Hyatt All-Inclusive
Bureau Buzz: Branson
Good Business: Baha Mar, Bahamas
Sea Shores: Celebrity Cruises
The Art of Roi
Corporate Retreats
Scotland
Florida Special Section
On Location: La Cantera, San Antonio
Convention Centers
On Location: Edgewater, Seatle
On Location: RIU Rivera Maya
On Location: Secrets Vallarta Bay, Mexico
Colombia
Check Out: Hilton Bomonti, Istanbul
Prevue January-February 2014
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