When imagining the quintessential European vacation, the picture often revolves around historical landmarks, diverse cultures, and exquisite cuisine. However, the concept of merging this with the lavishness of all-inclusive resorts has historically been an underexplored avenue for U.S. travelers. Hyatt’s Inclusive Collection is looking to change this narrative by expanding its portfolio of luxurious resorts within Europe. The collection, well-known for its upscale brands—Secrets, Dreams, and Zoetry—aims to create a new perception that these luxurious experiences can be paired with the vibrant cultural tapestry of Europe, transcending the typical all-inclusive destinations scattered across the Caribbean and Mexico.
Currently, there are ten locations with these esteemed brands across picturesque settings such as Mallorca and Lanzarote in Spain, Corfu in Greece, and Sunny Beach in Bulgaria. With the anticipated launch of Dreams Madeira in Portugal by the end of this year, the Inclusive Collection will further enhance its reach in Europe. This ambitious expansion seeks to align the familiarity of these brands with a broader array of clientele, particularly enticing American tourists who are traditionally more inclined to vacation in the Caribbean.
The challenge remains in educating American travelers about these European locales that are predominantly frequented by German and British visitors. Jacki Marks, who leads vacation brands for ALG Vacations, reveals that the majority of current guests at these European resorts are not Americans. This indicates a significant opportunity for growth, where the key lies in the hands of travel advisors who can educate potential travelers on these unique destinations.
“It’s crucial for advisors to explain how these resorts operate differently in Europe. For instance, guests here have the flexibility of choosing from all-inclusive, half-board, or bed-and-breakfast packages,” Marks emphasizes. This flexibility not only enhances the vacation experience but also allows guests to immerse themselves in the local culture—a stark contrast to the more rigid all-inclusive offerings many Americans associate with their trips down south.
A recent familiarization trip to Mallorca offered travel advisors a firsthand experience of one of the flagship properties, Secrets Mallorca Villamil Resort & Spa. Positioned in Peguera, this historical hotel radiates charm—originally opened in the 1950s, it was rebranded in 2019 as part of the Secrets franchise. Markedly, the percentage of American guests has notably increased from a mere 1% to 9% since its rebranding. This climb hints at the success of the Inclusive Collection’s strategy in appealing to U.S. clients.
The property’s intimate atmosphere, complemented by a plethora of amenities including multiple dining venues, a luxurious spa, and breathtaking sea views, encapsulates the essence of a European getaway while still retaining those elements of comfort familiar to American tourists. With its prime location near the beach and access to bustling local shops, Secrets Mallorca Villamil promises an enriched vacation experience that merges relaxation with exploration.
One of the resort’s notable features is its culinary diversity, which ranges from local specialties to international dishes. Travel advisors, like Abbey Meyer of Sky High Travel, envision integrating a stay at Secrets Mallorca within broader itineraries that incorporate both historical and cultural exploration in cities like Madrid and Barcelona. This adaptability enhances the appeal to clients seeking a comprehensive Mediterranean adventure.
Heather Huber, another travel agent, posits that the Secrets brand is particularly enticing for honeymooners hoping to experience a romantic European escape rather than the typical Caribbean getaway. The combination of culinary excellence, historical context, and the option to explore local culture solidifies its status as an enticing alternative for couples looking to create lasting memories.
David Petlin of Flair Travel emphasizes this sentiment. The familiarity of the Secrets brand, coupled with the allure of flexible dining options and quality gastronomy, positions these resorts as a compelling choice. „The diversity of options enables travelers to enjoy unique dining experiences without being bound to a single all-inclusive menu, which can sometimes fall short of expectations,“ he notes.
As the Inclusive Collection continues to grow its international footprint, the potential for American travelers to experience luxurious getaways in Europe is rapidly expanding. While it will require ongoing efforts to educate the market and adjust perceptions, the blend of all-inclusive comfort with authentic European experiences holds the promise of reshaping travel narratives for many.
By leveraging the guided expertise offered by travel advisors and the allure of reputable brands, Americans may soon find themselves reimagining their European vacation possibilities, exploring untapped gems in destinations previously overshadowed by more conventional seaside escapes.
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