Hyatt Inclusive Collection BDM Says Canadians Are Driving Demand; Big Opportunity for Advisors

When Tannis Dyrland, owner of Calgary’s Tisson Travel Group reached out to Hyatt Inclusive Collection last year looking to grow its product knowledge, Business Development Manager, Central Canada, Scott Reid saw an opportunity. Dyrland had long supported the Secrets and Dreams brands but wanted to deepen her team’s understanding and elevate her agency’s selling power, while combining relationship building and a little fun during the company’s second annual destination Christmas party.

“I said, let’s build something meaningful,” the BDM recalls. “They’d done similar events with other resort chains, and they really wanted to showcase Hyatt Inclusive Collection. I thought absolutely, we can do this,” he told us this week as we joined Tisson Travel Group at Dreams Natura Resort and Spa in Cancun. The week was made possible with partners WestJet Vacations, Nexus Tours and Hyatt Inclusive Collection.

What began as a simple request evolved into a full-scale partnership.

“Like anything else, it’s a partnership,” he says. “When we grow, our advisors grow.”

Of all Hyatt’s brands, Dreams remains a top seller in Canada.

“Dreams is 100% one of the most popular brands,” Reid says. “It’s family-friendly, multi-generational, but still great for adults. Many Dreams resorts have adults-only pools and restaurants. And the wedding market? Huge.”

Multi-generational demand, Reid adds, is also increasing. Families are travelling together more than ever, whether parents, grandparents or adult children and grandchildren, they are driven by a desire to reconnect.

“People live across cities, provinces, countries. When they come together, they want a beautiful destination and quality time. Mexico fits that perfectly.”

While other sun destinations have fluctuated in popularity, Mexico remains consistently strong.

“Honestly, I don’t think Canadians were ever worried about Mexico,” he says. “It’s the easiest southern destination to get to, Vancouver to Pacific Mexico, Toronto and Montreal into Cancun. And Cancun alone has 26-plus properties from our collection, with more coming.”

He notes that Mexico’s tourism infrastructure, accessibility, and breadth of product make it especially attractive to Canadians seeking value and variety. One of the newest players in the portfolio is the Vivid Hotel brand which has captured the attention of younger adults seeking immersion and connection.

“Vivid Grand Island is adults-only, casual, and more tech-savvy,” he explains. “Younger guests want experiences beyond the pool, they want bracelet-making, hat-painting, food trucks, community connection.”

It’s a more relaxed offering: shorts and sandals instead of long pants, but still polished and style-driven. Vivid properties are now expanding beyond Cancun, with the first Punta Cana location opening in March.

Canadians also love the romantic Secrets brand, and the newest addition—Secrets Maribel—comes with major buzz.

“This isn’t a new build—it’s a complete restoration,” he explains. “One tower was fully torn down and rebuilt. It’s as new as new gets in an established destination.”

Reid says advisors should coach clients that new resorts may still have small soft-opening hiccups, just like moving into a new home. “The value is incredible, though,” he says.

TMR Canada asked Reid if he would agree with our own observation that Cancun’s hotel zone has matured far beyond its spring-break reputation.

“Yes. Owners are building smarter,” he says. “Guests want multiple à la cartes, great beach service, elevated amenities. Resorts are investing heavily because travellers expect more.”

And with continuous new builds entering the market, existing hotels must consistently maintain and refresh.

“It’s a balance—renovate too much and the price skyrockets, but don’t renovate and you lose ground. Cancun’s competitive. Resort owners have to be strategic.”

Hyatt Inclusive Collection offers a vast range of brands, and Reid reminds advisors that every brand has a purpose; the key is matching the right resort to the right client.

“Too many advisors wait for the client to choose,” he says. “Your role as a travel professional is to guide. If a resort is $300 more but far better, explain why. That’s how you build trust.”

He stresses the value of firsthand experience—FAMs, site inspections, and self-funded travel.

“You need to invest in yourself. You’re entrepreneurs. When advisors come home excited and share personal photos, stories, room tours—that sells.”

“If advisors can walk a resort and think, ‘Oh, the Johnsons would love this,’ or ‘This is perfect for my honeymoon couple,’ that’s success,” he says.

“With so many brands, so many experiences, and so much Canadian demand, this is the time for advisors to level up their expertise and grow their business along with us.”