Hyatt Hotels Corp. has launched its latest brand, Hyatt Vivid, to cater to a younger, price-conscious demographic seeking luxury all-inclusive experiences. This adults-only concept, developed in 2021, aims to fill a gap in Hyatt's Inclusive Collection, which currently features ten brands primarily positioned at the higher end of the market.
New Market Segment Melanie Benozich, Hyatt's associate vice president for marketing and global branding, explained that the Hyatt Vivid brand addresses the needs of next-generation travelers, particularly Gen Z, who may not have significant disposable income but are eager to travel and experience high-quality hospitality. "We thought of it like a life cycle," Benozich said. "We found that there really wasn't a place for the next-gen traveler who loves to travel and wants great experiences."
Affordable Yet Upscale Hyatt Vivid is positioned in the upper-upscale space, offering a price point below the luxury Secrets Resorts & Spas but above the upscale/midrange Sunscape Resorts & Spas or Alua Hotels & Resorts. Despite the more affordable pricing, Benozich emphasized that guests wouldn't feel like they are sacrificing quality.
First Property in Cancun The inaugural Hyatt Vivid property, the Hyatt Vivid Grand Island, opened in Cancun in April. The 400-room resort is located ten minutes from Cancun's Hotel Zone and shares its location with the family-friendly Dreams Grand Island, which is set to open later this year. Early June rates at the Hyatt Vivid Grand Island start at approximately $400 per night for a double room.
Dining and Experiences Hyatt Vivid Grand Island offers a variety of a la carte dining options, including Japanese, French, and Mediterranean cuisines. The resort takes a casual and flexible approach to dining, featuring grab-and-go options, food trucks, and a food hall instead of traditional buffets. "You don't have to be confined to sitting in a restaurant and dressing a certain way," Benozich noted, highlighting the approachable and informal dining atmosphere.
Guests can also opt for the Vantage Club, which provides access to exclusive amenities such as special dining hours, elevated in-room features like soaking tubs, espresso machines, and a pillow menu. About one-third of the property's rooms are part of this program.
On-Site Activities Hyatt Vivid places a strong emphasis on eclectic on-site experiences, offering pop-up entertainment such as DJs and live music, as well as activities like glow-in-the-dark volleyball, evening bonfires, paddleboard yoga, and pottery or kite-making classes.
Future Expansion While no definitive expansion plans have been announced, Hyatt is exploring potential locations for Hyatt Vivid properties across Latin America and the Caribbean. Benozich stated, "People are looking for something different. And there is that need [for a product that] allows the younger traveler, who maybe has never been out of the country, to experience something different."
The introduction of Hyatt Vivid signifies Hyatt's commitment to diversifying its offerings and capturing the interest of younger travelers seeking affordable yet luxurious all-inclusive experiences.
