Hyatt's Inclusive Collection released its Time Rich Report on Thursday, revealing fascinating insights into how Americans perceive and currently crave quality time.
The survey, conducted with the help of Wakefield Research among 2,000 nationally representative U.S. adults ages 18 and older this past June, finds that 82 percent of Americans feel they aren’t getting enough time with the people who matter most and more than six in 10 Americans (62 percent) say they consider travel to be quality time.
The all-inclusive resort brand is looking to capitalize on this mindset by launching a new portfolio-wide campaign to help resort guests become more intentional with their time away and announcing an exciting collaboration with global mindfulness pioneer Deepak Chopra, M.D.
"Our first-ever Time Rich Report shows that travel is about much more than getting away—it’s about arriving at powerful moments and shared experiences," Ana Tomicevic, vice president, global brand leader, Hyatt’s Inclusive Collection, said in a statement.
"For the travel industry, these findings suggest the need for a strong focus on creating strategies and delivering services that maximize quality time and reduce planning headaches and distractions for guests, all while allowing connections and personal time to flourish," Tomicevic added.
"This approach is already central to Hyatt’s Inclusive Collection and our more than 140 all-inclusive resorts, and we will be amplifying our mission with new programs and an exciting partnership with global mindfulness pioneer Deepak Chopra, M.D.”
Key Findings About Quality Time
The Time Rich Report collected some interesting data when it comes to families, couples and solo travelers.
According to the survey, 86 percent of parents indicate that they are lacking quality time and, on average, are spending nearly as much time on devices as with their kids. If they could put the budget aside, 42 percent say they would take a dream trip with their family.
Traveling can be a game changer for couples. (photo courtesy of Inclusive Collection)
Meanwhile, nearly one-third (31 percent) of couples say they don’t get enough time together, but 84 percent report that time away together had a positive effect even after they returned home.
In addition to uniting families and helping couples reignite the spark, travel has the power to cure loneliness, the report finds.
More than half of respondents (55 percent) said they feel lonely, with just half saying they had a meaningful conversation in the last week. However, 50 percent say simply planning a trip boosts their mood, and one in four said they would travel alone or with friends to seek more meaningful moments.
'Time Here Is Worth More' Campaign
Hyatt is using the Time Rich Report findings as inspiration behind a new portfolio-wide campaign called "Time Here Is Worth More."
As part of the new program, the Inclusive Collection will be offering enhanced services and experiences that help guests achieve greater presence and more intentional time away from home and work.
Time Here Is Worth More aims to help guests "focus on their personal journeys and the joy of forging deeper connections with others," Hyatt says.
More than 60 percent of Americans say they consider travel to be quality time. (Photo Credit: Inclusive Collection)
Deepak Chopra, M.D. Collaboration
The Inclusive Collection is also collaborating with physician, author and mindfulness expert Deepak Chopra, M.D., who serves as a member of Hyatt's new Wellbeing Collective Advisory Board.
The author and wellness guru will bring an informed perspective to his new role with the resort brand and has already inspired the creation of "Mindful Moments," a series of offerings with tools such as DeepakChopra.ai designed to help guests achieve feelings of being and reflective during their stay.
"Time is more than just a measure; it reflects what we value," said Chopra.
"Through this collaboration with Hyatt’s Inclusive Collection, we’re offering travelers tools to be more intentional, equipping them with practices that leave a positive impact to last long after their vacation ends."
Visit HyattInclusive.com to learn more about the Time Rich Report, Time Here Is Worth More campaign and collaboration with Deepak Chopra.
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