Redefining Romance Travel With Hyatt’s Inclusive Collection

by Mark Chesnut
Last updated: 7:00 AM ET, Thu February 19, 2026

This article originally appeared in the February issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.

Building a successful presence within the romance travel niche requires a sophisticated understanding of what couples truly want — and that’s not always easy, given the rapidly evolving preferences of this market segment. But Hyatt’s Inclusive Collection, with its growing portfolio of diverse brands, is finding success by zeroing in on new definitions of romance, according to company executives.

Mark Benson, associate vice president of sales and strategy for Hyatt’s Inclusive Collection, says there are three trends influencing romance travel bookings today.

“First, experience-first travel is redefining expectations,” he said. “Couples increasingly seek authentic cultural immersion, curated activities and unforgettable, one-of-a-kind moments. Second, well-being travel is becoming essential, with more couples prioritizing restorative, intentional experiences. And third, we’re seeing the rise of multi-stage celebrations: engagement trips, wedding-moons, anniversary returns and other layered milestones that turn a single event into a multiday or even multi-trip journey.”

These increasingly popular aspects of romance travel share a common thread, Benson adds.

“Tying all these trends together is a clear shift toward personalization and flexibility, as couples move away from preset packages and toward highly tailored celebration experiences,” he said.

Diverse Brands, Expanding Presence

Hyatt’s Inclusive Collection is especially well-positioned to serve the romance niche because of the diversity of its 11 distinct brands, according to Benson.

“While some brands, such as Secrets Resorts & Spas and Hyatt Zilara, are dedicated exclusively to adults and focus on sophisticated, intimate and highly romantic experiences, every brand in the portfolio provides opportunities for guests to reconnect and celebrate meaningful relationship milestones,” he said.

Benson notes, for example, the appeal of Dreams Resorts & Spas for couples with children and extended families; Hyatt Ziva for multigenerational celebrations; Zoetry Wellness & Spa Resorts for wellness-focused romantic getaways; Breathless Resorts & Spas for “socially sophisticated” adults and group celebrations; and Impression by Secrets for luxury-seeking couples.

The company isn’t resting on its laurels; the Inclusive Collection continues to expand, with recent openings including Secrets St. Lucia Resort & Spa and Secrets Baby Beach Aruba in 2025.

“Beyond entering new regions, Hyatt has also deepened the Secrets brand presence in historically strong destinations,” Benson added, mentioning the openings of Secrets Playa Esmeralda Resort & Spa near Punta Cana in the Dominican Republic, and Secrets Mirabel Cancun Resort & Spa in Cancun’s Hotel Zone. “Ultimately, it’s all about elevating the experience and expanding the choices available to travelers, providing more opportunities than ever to discover new destinations through the lens of Secrets’ signature romance.”

The all-inclusive, adults-only Secrets St. Lucia Resort & Spa is part of Hyatt's Inclusive Collection.

A Focus on Meaningful Travel

Time Here is Worth More, a marketing campaign that Hyatt’s Inclusive Collection launched in fall 2025, stresses the importance of meaningful experiences in the hospitality segment — and many aspects of the campaign are especially appropriate for the romance market, according to Benson.

He explains that the campaign was “inspired by a national survey revealing that Americans are craving deeper, more meaningful connections, whether with loved ones or with themselves, and see travel as a powerful avenue for it.”

As part of this initiative, the Inclusive Collection introduced a well-being platform featuring on-demand guided meditations, mindfulness activities and personalized insights, he adds.

In addition, the portfolio’s brands aim to enhance the all-inclusive concept by delivering “unexpected, meaningful moments,” Benson says.

“For some, that means well-being experiences inspired by ancient bonding rituals. For others, it’s science-backed programs designed to deepen connection and restoration. And when guests arrive on property, they discover more than unlimited food and beverages — they enjoy elevated culinary experiences that honor local traditions and flavors, whether at our many resorts throughout Mexico or across the Caribbean in Jamaica, St. Lucia, Aruba and beyond,” he said.

An Eye on Honeymooners

The Inclusive Collection’s focus on more profound, authentic experiences extends to its offerings for honeymooners, Benson notes.

“As today’s honeymooners increasingly seek meaningful activities alongside relaxation, Hyatt’s Inclusive Collection has curated a robust menu of experiences tailored to a wide range of interests,” he said, noting that guests can choose from activities ranging from wellness sessions to active adventures. “Culinary-minded couples can dive into chef-led cooking classes rooted in local traditions, hands-on mixology workshops or curated wine and spirit tastings that showcase regional flavors.”

Those drawn to culture and exploration can embark on excursions to historic sites such as ancient Maya ruins, visit artisan villages or discover natural wonders like cenotes, lush jungles, the Pitons and beyond, he adds.

“Some resorts, such as Impression Isla Mujeres by Secrets, which is home to the Saving Our Sharks Foundation, also offer conservation-focused activities that allow couples to engage thoughtfully with the destination and its communities,” Benson said.

Hyatt Zilara Rivera Maya is an adults-only Inclusive Collection property that caters to the romance market.

Destination Wedding Trends

The concept of the destination wedding has also evolved, according to Benson, as couples are now more likely to plan more complex programs at all-inclusive properties.

“Our resorts are increasingly designing weddings as multiday celebration arcs, including wedding-moons, rather than single events,” he said. “To make these experiences seamless for couples, we’ve expanded our customizable itineraries and enhanced support through our on-site wedding and event specialists. These teams work closely with couples to orchestrate every detail, from decor and culinary experiences to scheduling and flow, ensuring each event feels cohesive and personal.”

Travel Advisors’ Role

Benson praises the role that travel agencies play in promoting and perfecting romance travel, and emphasizes the value of Hyatt’s Confidant Collective platform in helping advisors sell more.

"We're deeply committed to supporting travel advisors, as they are critical to the success of the Inclusive Collection, and the Confidant Collective platform is a core part of that commitment,” he said. “From immersive learning modules to robust brand and resort insights, Confidant Collective ensures advisors can expertly guide clients through milestone moments — whether they’re planning a wedding, honeymoon or romantic escape.”

Benson stresses that, with the right tools and strategy, the romance travel niche will continue to be profitable for hoteliers and advisors alike.

“As romance travel continues to evolve, future developments across the Inclusive Collection will prioritize personalization, authenticity and elevated celebration design, ensuring couples have more ways than ever to craft their perfect escape,” he said.

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