Hyatt Acquires Playa for $2.6 Billion
On February 10, Hyatt made a bold move in the luxury travel market by announcing its plan to purchase Playa Hotels & Resorts for $2.6 billion. This acquisition brings over 20 all-inclusive resorts located in Mexico and the Caribbean under the Hyatt umbrella, including iconic properties such as Sanctuary Cap Cana, the renowned Hyatt Ziva and Hyatt Zilara brands, and the celebrated Kimpton Tres Rios Riviera Maya.
The deal marks a significant expansion for Hyatt as it looks to enhance its all-inclusive portfolio and cater to the growing demand for luxurious, worry-free vacations. Playa Hotels & Resorts is highly regarded for its agent-friendly approach and personalized service, a reputation that has resonated well with travel advisors and their clients over the years.
Travel advisors have shared mixed reactions to the news. John K. Hawks, Executive Director of the Destination Wedding & Honeymoon Specialists Association (DWSHA), praised Playa for its longstanding commitment to excellent service. “Playa has built a stellar reputation as an agent-friendly all-inclusive supplier,” Hawks noted. “Our primary concern with any purchase of Playa is keeping the company’s sales teams and properties in place so we’ll know our clients can continue enjoying Playa stays for years to come.” His comments underscore the importance of retaining the quality and service that have made Playa a favorite among travel advisors.
Kim Cook, Owner of Love to Travel, also expressed her appreciation for Playa’s dedication to personalized service. “We have had a longstanding relationship with Playa and always appreciated the personal service of our account managers and the management teams on the resorts,” Cook explained. “They truly know how to make the client feel special with their ‘Service from the Heart’ philosophy. They also work hard to have good relationships with the travel advisor community through their incentives and reward trips. Our hope is that does not change when they are acquired by Hyatt.” Cook highlighted a major benefit of the acquisition: the integration of Playa resorts into VAX, her agency’s primary booking engine. “That will be a game changer for our agency as it will make it a lot easier to promote the resorts,” she added, noting that properties like Hyatt Ziva Cancun, Sanctuary Cap Cana, and Hyatt Ziva/Zilara Cap Cana hold special significance for her family.
Adam Duckworth, President & Founder of Travelmation, described the move as “huge news in the travel industry.” He emphasized that the acquisition is a clear signal of the surging demand for all-inclusive vacations. “More and more clients want a getaway where they can put their wallets away and enjoy the trip to the fullest extent,” said Duckworth. He believes that travel advisors will quickly adapt to the changes and leverage the benefits offered by both iconic brands.
Not all advisors were entirely optimistic, however. Tyson Wharton, Owner of Sioux Empire Travel, expressed a mix of sadness and cautious optimism. “I am sad about this but not surprised. I’ve heard rumblings along with some unexpected sell offs of their properties,” Wharton remarked. “I just HOPE that this is a good thing for our clients and that those resorts we have grown to love will keep up with the same level of service and quality as they did under Playa Resorts.” He urged the newly expanded brand to maintain its focus on exceptional service.
Stephen Scott, Founder of Travel Hub 265 and the Odyssey Travel App, acknowledged that consolidation can sometimes lead to less consumer choice. However, he commended Hyatt’s proven ability to deliver high-quality experiences across multiple brands. “Hyatt has proven that they can deliver on all metrics at a high level consistently,” Scott stated, emphasizing that the all-inclusive experience will continue to be a strong draw for travelers.
As Hyatt integrates Playa Hotels & Resorts into its global portfolio, travel advisors and guests alike will be watching closely to see how the new chapter unfolds in the competitive world of luxury all-inclusive travel.
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