The Changing Face of All-Inclusive: An Exclusive Conversation with Hyatt's Carolina Bellina

All-inclusive isn't what it used to be — and that's exactly the point.

For years, the appeal of an all-inclusive vacation was straightforward: one price, unlimited food and drinks, and a week in the sun.

But the traveller checking into an all-inclusive resort today may be looking for something entirely different: a chef-led cooking class in the DR, a wellness retreat in Mallorca or a luxury escape where every detail is taken care of without sacrificing the individuality of the experience.

For Carolina Bellina, Senior Director of Canadian Sales, Hyatt Inclusive Collection, this shift represents one of the most significant transformations the sector has seen.

"The perception of all-inclusive has evolved dramatically. It is no longer about buffet lines and spring break crowds," Bellina told TravelPulse Canada in an exclusive one-on-one interview.

"Today's travellers want elevated, authentic and personalized experiences, and the shift is from value and convenience to intention."

It's a change Hyatt anticipated more than a decade ago when it introduced Hyatt Ziva and Hyatt Zilara in 2013. Today, the company's all-inclusive portfolio includes 11 brands, more than 150 resorts and nearly 58,000 rooms across Latin America, the Caribbean and Europe.

And Bellina believes the category is only beginning to show what's possible.

A Different Definition of Luxury

Park Hyatt Riviera Maya, expected to open in December 2026, will mark the brand's first all-inclusive resort, combining the service, dining and design associated with Park Hyatt with the convenience of an all-inclusive stay.

It's a concept that would once have seemed contradictory. After all, luxury travel has traditionally been associated with exclusivity and individually tailored experiences, while all-inclusive vacations were often viewed as standardized.

Bellina says that distinction is disappearing.

"Today's high-end traveller values exceptional service, thoughtful design, personalization, and the freedom to fully enjoy a vacation without worrying about the details. When executed well, all-inclusive delivers all of that without compromising the quality or individuality of the experience."

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The company is also preparing for expected openings of Grand Hyatt Cancun and Grand Hyatt Los Cabos.

Bellina sees an opportunity to reach clients who might previously have dismissed all-inclusive travel altogether.

"For Canadian advisors, this is a chance to introduce all-inclusive to discerning clients who may not have considered it, in a destination they already know and trust and in some cases, under brands that may be more familiar to them, such as Park Hyatt."

Hyatt Ziva Los Cabos Transformation (Photo Credit: Hyatt Ziva Los Cabos)

Canadians Trading Up

Canada remains a particularly important market for Hyatt Inclusive Collection, with Mexico and the Caribbean continuing to dominate winter travel.

But Bellina is seeing changes in how Canadians book.

Seven-night stays have become the norm, she says, while demand is growing for upgraded room categories and adults-only experiences.

There's also increasing interest in destinations outside the traditional winter sun circuit.

"Spain, especially the Canary Islands, and Portugal are areas of growing interest, and the addition of Bahia Principe alongside Alua Hotels & Resorts deepens our presence there and gives Canadian advisors more choice at every price point, whether the client wants a family-friendly stay or an adults-only escape."

Europe represents a significant opportunity for Hyatt, particularly in destinations where the all-inclusive market has historically offered fewer premium choices.

The company's expanding European portfolio includes properties such as Zoëtry Mallorca, Secrets Mallorca Villamil Resort & Spa and Hyatt Ziva Madeira, alongside Alua Hotels & Resorts and Bahia Principe.

Secrets St. Lucia Resort & Spa and Secrets Baby Beach Aruba are the first Secrets properties in their respective destinations.

For Bellina, the objective isn't simply to add more rooms.

"Competition validates the category, but growth will go to the brands that differentiate."

Capapolis Water Park in Hyatt Ziva Cap Cana (Photo Credit: Hyatt Zilara Cap Cana)

Not Just What's Included Anymore

One of the more revealing findings from research Hyatt conducted in partnership with Skift is that 82% of travellers prioritize the quality of inclusions over the quantity.

That distinction is influencing everything from resort design to dining and wellness programming.

At Secrets Playa Esmeralda Resort & Spa and Dreams Playa Esmeralda Resort & Spa in the Dominican Republic, guests can participate in rum tastings and interactive cooking classes. Executive Chef Carlos Quijano also leads Doña Altagracia, a restaurant offering contemporary interpretations of Dominican classics.

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At Hyatt Vivid Punta Cana, the experience takes a different turn.

Guests can discover a hidden speakeasy through Paint Your Way In, a creative workshop where participation unlocks access to the venue.

The resort also offers Pickle & Pour, combining pickleball with wellness-focused drinks.

These aren't necessarily the activities travellers would have associated with an all-inclusive vacation a decade ago.

And Bellina says that's precisely the point.

"Ultimately, wellness looks different for everyone, whether it’s golf, pickleball or a restorative spa experience."

Wellness itself is becoming less about rigorous fitness programs and more about rest.

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According to Hyatt's Skift research, 84% of consumers consider access to wellbeing experiences important when choosing an all-inclusive resort. Relaxation ranks highest at 70%, followed by quality sleep at 59%, while physical fitness trails at 29%.

It's an interesting distinction for advisors whose clients may say they want a wellness vacation but have very different ideas about what that means.

Beach Club at Hyatt Vivid Punta Cana (Photo Credit: Sunwing Vacations)

One Size No Longer Fits All

With 11 brands under the Hyatt all-inclusive umbrella, Bellina acknowledges that understanding the differences is increasingly important.

Secrets Resorts & Spas caters to adults seeking romantic escapes, while Dreams Resorts & Spas targets families and multigenerational groups.

Zoëtry Wellness & Spa Resorts focuses on boutique wellness experiences, while Impression by Secrets occupies the premium end of the portfolio.

Alua Hotels & Resorts and Bahia Principe offer more value-focused options.

And Hyatt Vivid is aimed squarely at Gen Z and millennial travellers, combining a more social atmosphere with experiences designed around their interests.

Bellina believes advisors should begin by understanding the purpose of the trip rather than immediately narrowing options by budget or destination.

"For advisors, the best starting point is the occasion and the traveller, not the price. A couple celebrating an anniversary, a multigenerational family and a solo traveler seeking a once-in-a-lifetime meal all want something different, and the portfolio is designed so an advisor can match each of them to a resort with a clear point of view."

It's a distinction that becomes more important as brands expand and the choices become less obvious to consumers.

A traveller looking for quiet luxury may be better suited to Impression Isla Mujeres by Secrets, with its 125 oceanfront suites and dedicated butler service, while someone seeking a more social, contemporary experience may prefer Hyatt Vivid.

Both are all-inclusive. But the vacations themselves are markedly different.

Zoetry Agua Punta Cana (Photo Credit: Natasha Lair-McKenty/TravelPulse Canada)

More Choice Means More Opportunity for Advisors

For Canadian travel advisors, the rapid expansion of the all-inclusive category presents both an opportunity and a challenge.

Consumers have access to more information than ever, but that doesn't necessarily make choosing the right resort easier.

Bellina believes the advisor's greatest advantage is the ability to interpret those choices.

"Informed travellers still need an expert who can narrow the field. With more than 150 resorts across many brands and destinations, the greatest value an advisor brings is curation."

She also sees an opportunity to introduce existing clients to higher-value experiences they may not realize are available within the category.

"Many travellers still picture all-inclusive as a standard beach holiday. An advisor who can speak to a Michelin Star restaurant at Zoëtry Mallorca Balearic Islands, a MasterChef Junior experience for children at Dreams Resorts & Spa or the refinement of Park Hyatt Riviera Maya can change that perception and open the door to a higher-value booking."

Hyatt is supporting its advisor relationships through Confidant Collective, which provides training, marketing resources and exclusive offers. Its Confidant Rewards program also allows advisors to earn points on bookings and redeem them for travel, cash and merchandise.

"The Canadian travel trade is central to how we grow. Advisors and tour operators hear what Canadian travelers want to experience, and that insight helps shape how we position and support each brand."

What Comes Next?

Bellina expects the all-inclusive category to become even more diverse, with greater emphasis on premium experiences, local culture, wellness and personalization.

Geographic expansion will also continue, particularly in Europe, while established destinations such as Mexico and the Caribbean remain important markets.

"My advice to Canadian advisors is to stay curious and bring their clients along as the all-inclusive category continues to evolve."

For Bellina, the future isn't necessarily about convincing more people to take the same type of vacation.

It's about showing them just how many different vacations an all-inclusive stay can now offer.

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