PEGUERA, Mallorca — For U.S. travelers, European getaways are not usually put in the same vacation category as all-inclusive resorts.
Hyatt’s Inclusive Collection, however, aims to shake up that perception.
The Inclusive Collection is growing its portfolio in Europe that operate under the Secrets, Dreams and Zoetry high-end brands that are well-known to North Americans who frequent the Caribbean and Mexico.
There are currently 10 Secrets, Dreams and Zoetry resorts across Mallorca and Lanzarote, Spain; Corfu, Greece; and Sunny Beach, Bulgaria. The new Dreams Madeira in Portugal will join the mix before the end of the year.
A guest room at the Secrets Mallorca Villamil. Photo Credit: Christina Jelski
“We see the Inclusive Collection choosing locations that we believe Americans would appreciate, but we have to educate them,” said Jacki Marks, global head of trade brands for ALG Vacations, a Hyatt-owned wholesaler.
“Americans aren’t the majority of the clients [at these resorts] today. But advisors understand these locations and can explain them to American travelers.”
Advisors hold the key not only to familiarizing Americans with destinations like Mallorca, traditionally popular with German and British tourists, but helping them better understand differences between the Secrets, Dreams and Zoetry resorts in Europe and their sister properties in the Americas.
Most notably, guests in Europe aren’t required to go all-inclusive. Many of the Inclusive Collection’s European resorts offer a mix of all-inclusive, half-board and bed-and-breakfast packages.
A seating area at the Secrets Mallorca Villamil. Photo Credit: Christina Jelski
“As Americans see these familiar brands, I think they’re more willing to give these destinations a try,” Marks said. “But it does need to be explained to Americans that you can have your breakfast, go explore all day, come back and have dinner, and then after dinner, still go back out and explore some more.”
Marks said advisors can access in-depth training on various European destinations via ALG Vacations’ certification platform, ALGVPro.
“We can’t expect our advisors to travel to every country in Europe, but we can bring them there virtually,” she said. “They can become a Europe expert quicker than they realize.”
Some advisors did travel to Mallorca earlier this month on a fam trip Marks hosted. A group of nearly 30 travel advisors, influencers and journalists visited the Secrets Mallorca Villamil Resort & Spa in the resort town of Peguera.
The 162-room property, which has been a hotel since the 1950s, became a Secrets in 2019, the brand’s first resort in Europe. At the time, less than 1% of the property’s clients were from the U.S., according to Alejandro Garrido Sanchez, director general of the property. Today, that number has increased to almost 9% and continues to grow.
The Zoetry Mallorca’s chapel, a popular wedding venue. Photo Credit: Christina Jelski
Located along Peguera’s main boulevard, the Secrets’ porte cochere is steps away from bustling shops, restaurants and bars. Its rear gate is across a small street from the town’s public beach.
Although smaller and more intimate than Secrets properties in the Americas, it packs a lot into a relatively small footprint, including two outdoor pools, a spa and fitness area with indoor pool, nine food and beverage outlets and a Preferred Club. Among its standout venues is its Piano Bar lounge, featuring elegant stone arches, marble floors and an expansive lawn and terrace with panoramic sea views that doubles as an outdoor venue for live music in the evenings.
The hotel’s accommodations offer plenty of Old World appeal. My room had a double-door entry, high ceilings, antique-style furniture and arched windows. The bathroom added a contemporary touch with modern fixtures, and the room’s air conditioning achieved the chilly temps typically preferred by Americans.
The group also toured the Zoetry Mallorca, a countryside retreat in Llucmajor, about 45 minutes from Peguera. Surrounded by farmland and partially housed within a 14th-century estate, the 101-room property oozes historical charm. Among its highlights are the Michelin-starred Restaurante Andreu Genestra and a picturesque chapel that serves as a venue for weddings and other special events.
Travel advisors saw Mallorca’s potential to attract a variety of American travelers.
Much of the Zoetry Mallorca is within a 14th-century estate. Photo Credit: Christina Jelski
Abbey Meyer, owner of Missouri-based Sky High Travel, envisioned the Secrets Mallorca Villamil as an ideal finale to a broader Spanish itinerary that includes mainland destinations Madrid and Barcelona.
“I like to call it the cherry on top of a trip,” Meyer said.
Heather Huber, an Oklahoma-based independent travel agent with Vincent Vacations, agreed.
Outdoor seating at Restaurante Pintxos at the Secrets Mallorca Villamil. Photo Credit: Christina Jelski
“I think this would be good to market to honeymooners who don’t want to do the Caribbean but want to go somewhere to relax, yet still have an element of history and culture,” she said.
The familiar brand combined with European appeal was seen as a strong selling point.
“To be able to sell a honeymoon couple something that’s Secrets-branded that they know from their trips to Mexico is great,” said David Petlin, owner of Flair Travel in San Francisco, adding that the flexible dining options were attractive.
“When you think of an all-inclusive in Mexico and the Caribbean, sometimes the food can be really good, but a lot of times it can be average,” Petlin said. “But here, because [a European plan] is an option, they have to offer higher-quality food, and so, I definitely feel that the food is very good.”
