New Hyatt Inclusive Collection Campaign Marks Shift in Resort Marketing

Hyatt Inclusive Collection (HIC)’s new marketing campaign, “Time Here is Worth More,” represents a hard shift in traveler perspective and behavior. Once focused on amenities and convenience, the hospitality industry is now pivoting to promoting the valuable, enriching experiences that guests can have, whether it be solo or with loved ones. 

“Today’s travelers are seeking something deeper: how travel can enrich their well-being and strengthen their relationships,” Ana Tomicevic, VP and global brand leader for HIC, told Travel Market Report. “This reflects a cultural shift in how people value time, and Hyatt’s Inclusive Collection is the first in its segment to put emotional ROI – the quality of time spent – at the center of its brand platform.” 

In a recent study titled the “Time Rich Report,” HIC found that 82% of Americans crave more quality time and aren’t getting enough of it, with 62% viewing travel as quality time. The findings spanned across populations of solo, coupled, and family travelers, all of whom agreed that travel is a meaningful way to strengthen the relationship with themselves and others. It also revealed that travelers want to be more present and intentional on their journeys. 

The “Time Here is Worth More” campaign is a response to this, offering travelers more ways to connect and be present during their vacation at hotels across HIC’s portfolio of more than 140 resorts across Mexico, the Caribbean, Central America, and Europe.  

HIC has partnered with Deepak Chopra, M.D., to provide Mindful Moments Yoga, inspired by DeepakChopra.ai, a yoga and meditation series being implemented portfolio wide. Chopra has also joined HIC’s new Wellbeing Collective Advisory Board to continue rolling out these types of experiences. 

“Time is more than just a measure; it reflects what we value,” Chopra said. “Through this collaboration with Hyatt’s Inclusive Collection, we’re offering travelers tools to be more intentional, equipping them with practices that leave a positive impact to last long after their vacation ends.”   

From SUP Yoga at Hyatt Zilara and bike tours at Impression by Secrets to art classes at Hyatt Vivid and Mystery Box Challenges with MasterChef Junior at select Dreams Resorts properties, Tomicevic encouraged travel advisors to look closely at the robust array of experiences that all-inclusive resorts now offer to see how their clients can maximize their quality time. They can learn more by joining HIC’s Confidant Collective, an online educational platform and loyalty program for travel advisors, specific to the HIC portfolio.  

“By understanding and communicating these insights,” Tomicevic said, “travel advisors can help clients choose travel experiences that go beyond amenities, delivering trips that truly enrich relationships, spark creativity, and provide lasting memories.”