Marriott International and Wyndham Worldwide are introducing new brands that offer an all-inclusive experience for travelers. The new brands will be called Marriott Hotels & Resorts and Wyndham Destinations, respectively.
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The entry of industry heavyweights Marriott International and Wyndham Hotels & Resorts into the all-inclusive market was generally well received by travel advisers and resort management.
Marriott and Blue Diamond Resorts announced the Marriott Bonvoy, while Wyndham and Playa Hotels & Resorts unveiled the Wyndham Alltra.
“I believe brand recognition is extremely essential, and big-name companies like Marriott and Wyndham can really leverage on their brand’s consumer devotion and offer all-inclusive resorts to consumers who haven’t been to one before,” said Jennifer Doncsecz of VIP Vacations.
“This may be very beneficial to advisers when recommending resort alternatives to their customers, since brand awareness and familiarity can go a long way toward completing a deal.”
The Royalton Riviera Cancun, an Autograph Collection Hotel & Casino, is located on the coast of Mexico. (picture courtesy of Karen Rutter)
“The major global hotel companies were not that interested in the all-inclusive space,” said Kevin Froemming, executive vice president and chief commercial officer of Playa Hotels & Resorts, when the company launched its affiliate-brand partnership with Hyatt Zilara and Hyatt Ziva all-inclusive brands in 2014.
“What we’re seeing today is an increasing number of big companies wanting to establish their own all-inclusive sector as it becomes the preferred way to do business in Mexico and the Caribbean,” he added. “It makes sense since it will provide visitors with the greatest price-value opportunity.”
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“More participants in the game will be fascinating to observe and see how they affect the market,” Be All Inclusive’s James Berglie thinks.
“Obviously, Marriott wants to build on its EP success, but I’m interested to see how successfully they adapt to the all-inclusive model, which is very different from an operational perspective,” he added.
“More competition would undoubtedly help to keep prices down, but will Marriott be able to adjust to the operational differences between EP and all-inclusive?” “Only the passage of time will tell.”
Berglie also cited Hyatt’s announcement in August of a final deal to buy Apple Leisure Group (ALG), which includes the massive all-inclusive AMR Collection, as a driver for other big businesses joining the sector.
“Of course, with Hyatt’s significant entry into the sector with the acquisition of ALG, it was only a matter of time before other large brands like Marriott and Wyndham followed suit,” he added.
“Will these companies, however, be able to shed their ‘city and airport hotel’ image to compete in the all-inclusive market against brands that already have a strong brand identification as all-inclusive holiday properties?” It’ll be fascinating to see.”
Time For Travel’s Sarah Kline had a more skeptical view of Marriott and Wyndham’s entry into the all-inclusive sector.
“I don’t think this is going to alter the game for us or the customer.” We already have Hyatt, Hilton, and other well-known brands in this industry, and it’s simply another marketing technique to bring a familiar brand name in front of customers,” she said.
“Most customers are unfamiliar with Royalton, but they are familiar with Marriott,” she added, alluding to Blue Diamond Resorts, which will now join Marriott’s Autograph Collection as all-inclusive resorts.
“I don’t believe this is a victory for travel professionals,” Kline added, “but it will assist direct reservations.” “On the other hand, I believe that individuals who are reluctant to leave the nation would choose a trusted name brand.”
Frank Maduro, vice president of marketing at AIC Hotel Group, expressed his delight at the announcement of the two new brands joining the market.
“Not only will this provide additional exposure to the all-inclusive market and attract a new clientele who may not have previously been interested in the market, but these brands will also raise overall quality standards in the market and undoubtedly encourage airlines to increase lift to these destinations,” he said.
“These new all-inclusive features are unquestionably a driver for good change and development in the business.”
Travelweekly is a news website that covers travel topics. They recently published an article about Marriott and Wyndham’s new all-inclusive brands, which are aimed to attract more travelers. Reference: travelweekly.
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