Hyatt's Javier Coll on the evolution of the Inclusive Collection and all-inclusives

Hyatt Hotels Corp.’s Inclusive Collection portfolio of elevated all-inclusives has been on an expansion spree, opening its Impression Isla Mujeres by Secrets in Mexico in May and unveiling plans for its first Hyatt Vivid Hotels & Resorts outpost, opening next year in Cancun. Hotels editor Christina Jelski got an update on the group’s rapid growth from Javier Coll, president of global business development and innovation for Hyatt’s Inclusive Collection.

Q: The Inclusive Collection officially launched its Impression by Secrets brand in May, but the ultraluxe concept has been under development for some time. How has the brand evolved from something of a sub-brand to more of a standalone flag?

A: Impression kind of became a brand as the product evolved and the investment from owners changed. It used to be that it was primarily designed to be a section within a Secrets, but then we saw owners getting really excited and investing more and more money, and then you end up with a product that is very different and distinctive. It was a level of interest we didn’t expect. So, we realized maybe it makes sense to do this as a standalone brand, though it’s still endorsed by the Secrets brand. And when we decide to create a new brand, it’s because we see the potential to grow.

Q: Speaking of new brands, what can we expect at the inaugural Hyatt Vivid Hotels & Resorts in Cancun?

A: We see potential for Hyatt Vivid to capture the type of customer who is very focused on experiential stays, especially as it relates to restaurants and entertainment. The restaurant concepts, for example, will be very different from the ones you’ll see at a Dreams or a Secrets. At Dreams or Secrets, the idea is to grow culinary concepts almost as a quasi-franchise model, so when you go to those hotels, you’re already familiar with the brands. At Vivid, all the restaurants will be completely different, with different names and concepts. And at those restaurants, there will be a lot of show cooking, to make it a true experience. 

Q: What’s the latest when it comes to the Inclusive Collection’s expansion in Europe?

A: Around 40% of our hotels are now in Europe, in Spain, Greece and Bulgaria. We will be opening up in Portugal next year. But it’s not just about Europe; we also want to expand in the Middle East and Africa. We’re also looking at Asia-Pacific with our all-inclusive brands, and there’s still room to expand in the Caribbean and Americas — but of course, those markets are more mature for us.

The Caribbean is different — it’s more limited. There’s X number of countries there you want to be in, and then within those countries, maybe there’s one or two parts that have the tourists and where you can build hotels. In Europe, though, there’s hundreds and hundreds of locations. We went from 11 hotels to 50 in a matter of three years in Europe. So, from that point of view, we will definitely keep growing there.

Q: With Hyatt and other large hospitality players ramping up their all-inclusive footprints, how have you seen attitudes change?

A: It’s interesting, because all-inclusive used to be one thing and traditional resorts another thing. But the bottom line is that each simply offers different amenities or includes different amenities. At the end of the day, they’re both hotels. It’s like buying a car. You can buy it with extras or without the extras, but it’s still the same car. And now that these major companies are in all-inclusive, they don’t make that distinction anymore. It’s just about what the guest wants included in the vacation. It’s not about money, it’s not about how wealthy you are, it’s not about any of that. It’s about convenience and having a relaxing vacation where you don’t have to pull your wallet out every five minutes. 

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