As consumer perceptions of all-inclusives change, Laura French explores how the model is becoming ever-more luxury-focused
When you hear all-inclusive, do you think of art gallery tours, scuba dives and Michelin-crafted meals? Possibly not – yet. But the all-inclusive market has changed dramatically in recent years, shifting away from the stereotypical images of buffet queues and diluted drinks to an ever-more experiential, luxury-focused model.
And while the more wallet-friendly resorts are still around for those who want a budget break, more and more high-end brands are becoming known for their all-inclusive offerings too. We spoke to experts from across the industry to find out what’s new, how the all-inclusive demographic is changing and how to capitalise on the growing demand for this often misunderstood sector.
Widening the market
Paul Bixby, commercial director at easyJet holidays, says one of the biggest changes has been the consumer perception of all-inclusives – and the variety of product on offer.
“In recent years, the industry has seen a real shift in consumer perception, and the wide range of options means there’s now something that meets every budget and style,” he says.
“Agents really should look at all-inclusive as being an option for all of their beach holiday customers. Clients can choose from a huge variety of features – whether they’re looking for great value, family friendly, beachfront, eco-certified or luxury.”
There’s especially strong demand at the higher end, according to Nikki Hain, product manager at Premier Holidays. “Ten years ago, you never really found five-star hotels offering all-inclusive,” she says.
“It was almost seen as a downgrade on a resort. However, now it couldn’t be further away from that, with many destinations offering five-star luxury all-inclusive with premium branded drinks, spa treatments, champagne and underwater restaurant experiences as part of the inclusions. The Maldives and Mauritius are prime examples of this.”
A number of luxury brands have got involved of late; Marriott Bonvoy launched its all-inclusive platform in 2019, with 30 hotels across the Caribbean and Latin America now in the portfolio (among them Planet Hollywood and Royalton properties, as well as six Elegant Hotels resorts in Barbados).
The company has plans for 10 more all-inclusive new-builds and conversions over the next few years, across a number of high-end brands including W, JW Marriott and The Ritz-Carlton.
Marriott isn’t the only one moving into the sector. Hyatt acquired Apple Leisure Group last November, bringing AMResorts under its wing with brands including Zoetry, Secrets, Now, Breathless and Dreams.
Meanwhile, Club Med is opening its first Exclusive Collection mountain resort in December – Club Med Val D’Isere, designed to provide a personalised service and “elevated experiences”, including a nightly champagne service, gourmet dining, a yoga programme and ski-in/ski out access.
Culinary credentials
That shift to a more luxury model is translating into the culinary experiences, according to Ricky Wason, head of product and purchasing at Olympic Holidays.
“Food in general always tends to get a bad reputation at all-inclusive resorts, but this has certainly changed,” he says. “Guests can now choose from a huge array of à la carte restaurants with delicious fresh food, live cooking stations and a wide range of international fare, with different gourmet experiences available.”
Many resorts now include fine-dining experiences as part of their all inclusive offering; Royalton Chic Cancun (part of Marriott’s Autograph Collection of All-Inclusive Resorts) offers a multi-sensorial chef’s table experience featuring gourmet dishes with a local twist, while Ikos Oceania’s menus have been crafted by Michelin-starred chefs.
At Varu by Atmosphere in the Maldives, three of the four restaurants offer fine dining. The new Domes Aulūs Elounda, which opened in Crete this summer, offers a ‘Cool Inclusive’ concept that includes various epicurean experiences, from mixology evenings to cooking classes, and Ikos Resorts’ properties take it up one more level, offering a Dine Out option that includes complimentary meals at local restaurants.
Clients can find more wellness-focused food options too: O2 Beach Club & Spa in Barbados has added a Spa Culinary Menu, featuring plenty of fresh ingredients, to its all-inclusive offering.
Standout experiences
It’s not just the culinary front this new wave of all-inclusives are focusing on, of course. More and more resorts are going big on the experiential side, offering watersports, spa treatments, cultural activities and immersive excursions as part of their all-inclusive packages, in response to growing consumer demand.
“Customer expectations are changing,” says Alex Fiz, managing director of all-inclusive at Marriott International Caribbean and Latin America. “People want to spend their precious leisure time enjoying elevated cultural offerings that immerse them in the destination.
“According to one of our surveys, 64% of travellers feel that ‘new and unique cultural experiences’ were one of the three most important elements of a holiday. All-inclusives have had to jump up to that level pretty quickly.”
And jump on it they have. At Treasure Beach in Barbados, for example, guests can take part in ‘art crawls’ to visit the island’s galleries and meet local artists. At Turtle Beach, children can learn the Bajan dialect and get involved with local cultural activities, while at Westin Reserva Conchal in Costa Rica, guests can volunteer to help the resort’s conservation efforts and agricultural initiatives.
In Mauritius, Lux Resorts offers photography sessions and upcycling workshops, while Couples Resorts in Jamaica offer complimentary excursions to Dunn’s River Falls and Margaritaville
Over in Mauritius, Lux Resorts offers photography sessions and upcycling workshops as part of its all-inclusive plan, while Couples Resorts in Jamaica offer complimentary excursions to Dunn’s River Falls and Margaritaville to get guests exploring the island. Sandals’ resorts offer two free scuba dives a day for qualified divers.
Ikos Dassia in Corfu even offers guests a complimentary Mini Cooper to explore the island with – a treat also available to guests in the top two suites at Sandals Royal Curaçao. The new Ikos Odisia, set to open in Corfu in 2023, will have complimentary tickets to local museums and a culinary visit to Vidos island among its inclusions.
If all that’s not enough, resorts including Ozen Reserve Bolifushi, Elegant Waves Hotel & Spa and Saint Lucia’s BodyHoliday throw in free spa treatments as part of their all-inclusive deals – adding an extra level of luxe, and a sign of things to come as all-inclusives continue to adapt to an ever-changing market and shed the myths that have long clouded them.
Selling tips
Nikki Hain, product manager at Premier Holidays
“Book early! The best prices for flights and hotels are all outside of three to six months in reality, and with the current limited air lift, flight prices are higher the later clients leave it. We have hotel pricing all the way up to January 2024, so we suggest clients book way in advance.”
Alan Cross, head of trade sales at Jet2holidays
“There is a common misconception that all-inclusive holidays only appeal to families and children, but this could not be any further from the truth. Adult-only areas are becoming increasingly popular, so don’t neglect this market when you’re selling.”
Leah Marshall, director of sales at Unique Vacations UK (which represents Sandals and Beaches Resorts)
“It’s well worth highlighting value for money. One of the main benefits to all-inclusive is that clients know how much their holiday will cost in advance. When agents book through our Unique Caribbean Holidays, the price is guaranteed when the deposit is paid, so there are no
unexpected increases.”
Clarisse Chapolard, head of sales, Club Med
“We’re noticing more higher-value bookings this year than prior to the pandemic, so capitalise on these opportunities. Always offer your clients ‘good’, ‘better’, and ‘best’ options. Each holiday becomes the holiday of a lifetime, so you never know if your client might go for the middle or higher-end option.”
Sample product
Elegant Resorts offers a week’s all-inclusive at Ozen Reserve Bolifushi from £7,200 per person, based on two staying in an Earth Pool Villa Sunrise, including flights, lounge passes and speedboat transfers, and departing on December 5.
elegantresorts.co.uk
Olympic Holidays offers seven nights at Ikos Odisia from £1,644 per person, based on two sharing a Double Room on an Ultra All-Inclusive basis, including flights from Gatwick on June 25, 2023.
olympicholidays.com
PICTURES: Alejandro Ariel Rodriguez; Studiovd.gr; PADI 2006
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