Hyatt Chief Marketing Officer John Wallis and Hyatt All Inclusive Brand Vice President Chris Walker introduced the brand logos and signature elements of the new guest experience on Wednesday 6th November. The first resorts in the portfolio are Hyatt Ziva Los Cabos and Hyatt Zilara Cancun. Both will debut this month.

The first two resorts are owned and managed by Playa Hotels and Resorts, B.V, and will undergo multimillion dollar renovations in 2014. Wallis comments: “We are delighted to enter this segment working with an experienced company, Playa, to provide a distinctive all inclusive experience that delivers the consistent quality and service for which Hyatt is known.”

The brands aim to redefine the all-inclusive segment by taking it up market using Hyatt’s distinctive approach to guest listening and innovation. Hyatt has conducted extensive customer preference research to understand what guests truly want from the new resorts. By focusing on food and beverage quality and guest service, Hyatt Ziva and Hyatt Zilara are being designed to create differentiated, meaningful experiences that will bring an increased level of sophisticated to the all-inclusive market.

Walker says: “We are listening to guests as we create these brands so that we can redefine this category and make the all inclusive experience Hyatt offers unlike anything currently in the market.”

In response to the customer preference research, Hyatt plans to develop the brands to emphasize particular areas. According to Hyatt, guests prefer to arrange activities and excursions before arrival, but struggle to do so in the current market. Therefore, Hyatt is committed to implementing thoughtful technology-based solutions to create a convenient ongoing dialogue with guests that extends from booking, through to the end of their stay.

In addition to this, Hyatt Ziva and Hyatt Zilara will provide more spontaneous resort activities. They intend to reinvigorate and bring spontaneity into the experience, including food and beverage offerings, as well as onsite and offsite activities. The research found that guests travel to explore and experience things that they cannot do at home. Consequently, Hyatt will infuse its offerings with the sounds, smells, tastes and experiences for which each resort destination is known.

“We believe that we can leverage our expertise in hospitality to make a short-term impact in the category while inviting our guests to help us create their ideal experience over the long-term. We intend to prototype and test various services, food and beverage concepts, and amenities and collect feedback in real-time to constantly lead in the all-inclusive market,” continues Walker.

The two brands will be distinctive, with Hyatt Ziva welcoming guests of all ages to capture the fun and vitality of vacation. Alternately, Hyatt Zilara adult-only resort will invite guests to delight in unique, unscripted experiences, whether this is relaxation or local exploration.

The two resorts will be closely followed by Hyatt Ziva Rose Hall in Jamaica, which is undergoing an extensive renovation and is set to open in late 2014.

www.hyatt.com