More luxury, more quality | The new era of all-inclusive

Do you associate the term “all-inclusive” with a low-end hotel complex where you queue to access a gigantic, rather mediocre buffet? What if the reality was completely different? Long associated with economical and old-fashioned, the all-inclusive hotel is today positioned a thousand miles from prejudices.

According to an Expedia survey released in October, a third of Gen Z travelers agree that their perception of all-inclusive hotels has improved in 2024 and 42% of them say it is now their type of hotel. favorite hotel. Why this sudden interest among young people in all-inclusive? Has it now been made cool?

“We see that all-inclusives have been working extremely hard for several years to change perceptions, improve their image and reposition themselves as luxury hotels,” explains Sarah Marcucci, public relations manager for Expedia in Canada. For example, a resort like Secrets Playa Blanca offers pickleball courts and hydrotherapy treatments. »

Since the inauguration of the first Club Med in 1976 in Cancun, Mexico, where the all-inclusive concept was born, the formula has evolved greatly. Today, the emphasis is on the food offering, more important than ever, and the experiences offered. It is therefore not uncommon to see a world-renowned chef open a restaurant in an all-inclusive hotel complex or hold a series of pop-up events there (pop-up), or to see well-being “gurus” offering mini-retreats there.

Evolution

The RIU resorts, well known for their popular sun destinations, announced in September a brand repositioning and, ultimately, a complete renewal of their all-inclusives born in 1991. “We did a market study in 2022 and we learned a lot, says Armin Kaestner, vice president of business development at RIU. First, customers no longer want a buffet. So we completely rethought our catering concepts and dusted everything off. White tablecloths are also over, it’s no longer something customers are looking for. They want to eat well, a menu, choice, table service, but without too much fluff. »

All of the group’s hotels will soon be brought up to date, with more spacious rooms, more refined decor and revised catering concepts.

“Traveler behavior has indeed evolved a lot in recent years,” confirms Vincent Gauthier-Doré, general sales director, Canada/United States, for Air Canada. People are not traveling less, on the contrary, they are traveling more and are dispersed across more and more destinations. Also, we notice that they are looking for more luxury, regardless of their budget, there will be a certain “upgrade” in their trip, whether for the choice of their seat or once at their destination. »

The big chains are making the jump

In short, demand has evolved and supply is adapting. In the hotel industry, more and more well-known all-inclusives are modernizing, while large hotel chains are focusing more than ever on this market segment.

For example, the Hyatt range, which launched its Inclusive collection in 2011 initially encompassing eight all-inclusive brands – including Breathless (well-being), Secrets (romance), Dreams (family) – has launched two new brands , Vivid (in April 2024) and Impression (in May 2023), in an all-inclusive package.

“In the jargon, we have long called all-inclusives cheap and cheerful [pas cher et divertissant]so a practical vacation! But there was a demand to combine convenience and quality,” notes Melanie Benozich, AVP Marketing & Branding for Hyatt.

“Our new Impression brand was born from this market demand for a hyper-personalized and detail-oriented service, reminiscent of the experience of a boutique hotel, but on an all-inclusive basis,” continues M.^me Benozich.

The Vivid brand, for its part, is aimed at a clientele of young adults who are looking to have fun, eat well, without being surrounded by families or couples… and who are ready to spend.

Marriott also entered the all-inclusive market in 2019 with, initially, seven properties. There are now 35. “Marriott’s decision to develop its all-inclusive segment is strategic,” explains Alex Fiz, regional director, Marriott International All Inclusive. The demand for all-inclusive experiences is growing. By entering this market segment, Marriott can therefore meet this growing demand and offer its guests diversified options within its global portfolio. »

In fact, around ten Marriott properties are about to open or be transformed into all-inclusives, including the Barbados Collection – Autograph Collection in Barbados and the Almara Luxury Collection Resort, Adult All- Inclusive on Isla Mujeres, Mexico.

Other major hotel brands have developed an all-inclusive offer in recent years. In late 2022, IHG announced the addition of the more than 100 Iberostar all-inclusive resorts to its portfolio. The same year, Accor announced the launch of its All Inclusive collection with now 26 hotels in the pipeline, while Hilton now operates 15 all-inclusive properties, including the 735-room Hilton Tulum Riviera Maya, the largest resort of business in the Caribbean.