As Canadian travellers continue to flock to Europe, Hyatt Hotels Corporation says demand for all-inclusive resorts is helping reshape the region’s traditional vacation model.
According to Amanda Morris, Director of Retail Sales for USA and Canada, the company’s continued expansion of its Hyatt Inclusive Collection portfolio across Europe is part of a broader long-term growth strategy, but one that is also being accelerated by changing traveller behaviour.
“The expansion of Hyatt Inclusive Collection in Europe has long been an important part of our growth strategy and continues to be fueled by strong traveler demand,” Morris told TravelPulse Canada.
Amanda Morris, Director of Retails Sales USA & Canada, HIC (Photo Credit: LinkedIn)
Recent Hyatt-commissioned research conducted by Skift found that nearly 60% of Canadian and American travellers are now more likely to consider an all-inclusive stay than they were five years ago.
Europe already accounts for nearly one-third of Hyatt Inclusive Collection’s portfolio, with roughly 50 resorts across Spain, Greece, Portugal and Bulgaria. Morris said the company still sees “significant opportunity” for continued growth throughout the region.
That expansion comes as more travellers look for convenience and value without sacrificing local culture and experiences, something Hyatt believes European all-inclusives are increasingly able to deliver.
“Europe offers that same ease, but within destinations where the surrounding culture, history and local experiences tend to play a more central role in shaping the overall stay experience,” Morris said.
Among the destinations currently seeing particularly strong demand are Tenerife in Spain’s Canary Islands, Ibiza in the Balearics, Portugal’s Algarve region, and Greek hotspots including Santorini, Mykonos and Corfu.
The company’s recent addition of Bahia Principe Hotels & Resorts further expanded Hyatt’s footprint in Europe and the Caribbean, adding approximately 12,000 rooms across 21 resorts in Spain, Mexico, Jamaica and the Dominican Republic.
Morris said the move broadens Hyatt’s offerings for both family and adults-only travellers while strengthening its presence in key growth markets like the Canary Islands.
The European strategy also differs from the Caribbean model many Canadian travellers already know well.
“Unlike the Caribbean, where there are greater opportunities for large-scale resort development, many European markets grow through the conversion and repositioning of existing properties,” Morris explained.
Secrets Mallorca Villamil Resort & Spa (Photo Credit: Janeen Christoff)
That often results in smaller-scale resorts more integrated into surrounding communities, while travellers themselves tend to spend more time outside the resort exploring local destinations.
For advisors, Morris said that creates opportunities to package European all-inclusive stays alongside cruises, city stays and broader multi-destination itineraries.
“Airlift also continues to improve across several key gateways, particularly into destinations such as Spain, Portugal and Greece,” she said.
The company’s European portfolio also spans a wide range of price points and traveller types.
Zoëtry Wellness & Spa Resorts targets luxury wellness travellers seeking boutique-style experiences, while Secrets Resorts & Spas focuses on upscale adults-only escapes. Dreams Resorts & Spas caters to families and multigenerational travel, while Alua Hotels & Resorts offers a more accessible option for value-conscious travellers.
One example Morris pointed to was Secrets Mallorca Villamil Resort & Spa, which combines the familiar adults-only Secrets experience with access to Palma’s historic centre and the surrounding Mediterranean coastline.
“Europe remains a key focus for growth and an important part of our development strategy,” Morris said.
“We plan to continue to expand our presence there, alongside ongoing development across Latin America and the Caribbean.”
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