Hilton's hotels are one of the most important in the world and they're constantly presenting novelties and open the doors to new opportunities. Colette Baruth, Vice President and Commercial Director of All-Inclusive Hotels & Resorts in the Americas for Hilton, explained her segment and the initiatives they have planned to boost the sales growth.
What was the process like until you made the decision to enter the All-Inclusive segment?
- When Hilton first entered the all-inclusive space it 2008, it changed the model of the travel sector and since then, has continued to expand, particularly throughout Mexico and the Caribbean. In 2021, Hilton grew its all-inclusive room count in the Caribbean and Latin America by nearly 75 percent, including opening Hilton Cancun, an All-Inclusive Resort.
- Hilton’s rapidly expanding all-inclusive portfolio and commitment to elevating its offerings in this sector, positions the company to meet pent-up travel demand. Building on the strategic alliance forged with Playa Hotels & Resorts, Hilton continues its longstanding investment in the all-inclusive sector with new openings and signings. Coupled with a growing dedicated all-inclusive team, Hilton is solidifying its position as a category leader.
- As we look ahead, Hilton is expanding its all-inclusive footprint organically, allowing us to grow with the right hotels in the right places at the right time, and deliver the consistent quality that our owners and guests have come to expect.
- All-Inclusive travel has also become a rising trend following the pandemic as travelers continue to look for convenience and connection according to Hilton’s global 2023 Trends Report. The report also found that travelers will want to be taken care of more than ever in 2023, with half of travelers (53%) reporting caring about reliable and friendly service when traveling in next year. And, with 25% wanting travel and hospitality companies to accommodate their personal needs in 2023, Hilton All-Inclusive delivers, as travelers can enjoy world-class service, breathtaking high-end accommodations, elevated food and beverage, a variety of on-property activities and entertainment, premium wellness services and innovative meeting and event spaces — all without worrying about planning or leaving the resort. For the 56% of global travelers who are concerned about having an easier travel experience in 2023, booking an all-inclusive simplifies both trip planning allowing for more time to enjoy the stay and have a memorable vacation, no matter the occasion.
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What properties does the chain have in the Americas and with what characteristics?
- Hilton All-inclusive resorts offer a collection of premier hotels in the most sought-after beachfront destinations around the globe, including the Caribbean and Latin America.
- From unparalleled service to its legacy in hosting meetings and events, Hilton is bringing its more than 100 years of expertise to the all-inclusive space. Travelers seeking an all-inclusive experience can trust Hilton to deliver the quality and consistency that they have come to expect from the leader of hospitality.
- Some examples of recently opened Hilton All-Inclusive resorts in the Americas include:
- Hilton Tulum Riviera Maya All-Inclusive Resort
Hilton Tulum Riviera Maya All-Inclusive Resort, which opened this April, is an eco-chic resort getaway nestled in a secluded bay overlooking white sands and blue waters. Guests can enjoy 13 restaurants and bars, including five signature restaurants, an expansive multiple pool complex with a water playground, and a secluded beach. For an additional fee, guests can visit the spa at the neighboring Conrad Tulum, a 21,500-plus square foot spa, with 16 treatment rooms and a pool, in a private and quiet area surrounded by tropical resort grounds. At Hilton Tulum, guests who choose to upgrade to Enclave open the door to even more possibilities, so they can experience access to the Enclave Lounge, priority reservations at restaurants, elevated suites, premium Wi-Fi and more. For business travelers, the resort has a 50,000-square-foot convention center and 400-seat auditorium for a high-caliber meeting experience. Less than 30 minutes from underwater caves, amusement parks and Tulum city center, and less than one hour from Sian Ka’an Biosphere Reserve, there is plenty to explore.
- Hilton Cancun, an All-Inclusive Resort
A one-of-a-kind beachfront escape, the all-inclusive Hilton Cancun resort features 715 stylish guest rooms offering stunning panoramic views. Situated on 100 acres of Mayan coastline 20 minutes south of Cancun’s popular Hotel Zone and north of Riviera Maya, the resort provides a secluded beachfront escape, near one of the largest coral reefs. The hotel features 12 diverse dining experiences, a Splash pool with slides, beach games and water toys (as well as two additional oceanfront pools), a kids’ club and teen zone, and musical concerts, performances and shows in the hotel’s amphitheater.
How do you work internally to be at the forefront in such a complex and competitive niche?
- Since entering the category, Hilton has worked to redefine the all-inclusive travel experience with unparalleled service and unrivaled options for travelers to escape the everyday in highly coveted vacation destinations around the globe.
- This includes offering on-property experiences to enhance the stay for travelers from elevated dining options to a variety of amenities and activities on property for every type of traveler.
Hilton is reimagining the all-inclusive dining experience, offering multiple concept-driven restaurants, exciting culinary adventures and an upscale beverage program. For example, Hilton Tulum Riviera Maya All-Inclusive Resort offers 13 concept-driven restaurants and an upscale beverage program including five signature restaurants, bars and lounges, a coffee shop and numerous casual poolside offerings. Guests can savor numerous rich experiences, including Mexican cuisine at Maxal, inspired by homecooked traditions such as Castacan tacos with shrimp aguachile, prepared with an endemic pork from the peninsula and shrimp from Campeche, and Auma, which features grilled prime cuts and vegetables direct from the open-fire grill.
And Hilton has been investing – in a big way – in meeting and event space within our all-inclusive portfolio as shown in many of our newly opened resorts. For instance, Hilton Tulum Riviera Maya All-Inclusive Resort and Hilton Cancun, an All-Inclusive Resort have some of the biggest meeting spaces in our all-inclusive portfolio. Hilton Cancun provides nearly 70,000 square feet of event space, from ballroom options to 12 meeting spaces with flexible floor plans and capabilities. Hilton Tulum has the largest meeting space in Tulum and one of the biggest in the region, featuring a 55,000-square-foot convention center and 400-seat auditorium for a high-caliber meeting experience.
Also available at Hilton Tulum, the all-inclusive model allows guests access to top-tier resort amenities with the option to upgrade to Enclave. There’s the Enclave Lounge, which provides private check-in experiences; private beach areas and a private pool with lounge chair seating; concierge services; exclusive breakfast, lunch and dinner options along with a limited menu in the lounge throughout the day; and wellness and fitness activities available exclusively for Enclave guests. We plan to continue to roll Enclave out to both existing and new all-inclusive resorts in the New Year.
- Additionally, Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key and Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. These features and amenities offer more flexibility and a seamless experience to our guests and to the nearly 146 million Hilton Honors members who make up our award-winning guest loyalty program.
In certain markets, human resources have taken a leading role in offering quality in line with the brands. How is Hilton's situation in this regard?
- Hilton Team Members play a key role in carrying out the service and hospitality that Hilton is known for around the world. Our HR teams provide the resources, training and guides to ensure that the hotel teams are prepared and supported with the tools they need to deliver the elevated experiences at our all-inclusive resorts. Our goal as a company is to fulfill its founding vision to fill the earth with the light and warmth of hospitality and Team Members are everyday stewards of this guiding principle.
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- Hilton also continues to be recognized for its award-winning culture. For the seventh consecutive year, we were named one of the World’s Best Workplaces by Fortune and Great Place to Work, ranking #2 on the list of top 25 companies. Hilton was also recently named the #1 Best Workplace for Women in the U.S. Earlier this year, Hilton was inducted into the DiversityInc Hall of Fame, after achieving #1 on the Top Companies for Diversity list last year, recognizing our continued leadership in diversity, equity and inclusion efforts.
At present, what percentage of the global sales of the chain corresponds to All inclusive?
- While this information is not publicly available, we will continue to expand our all-inclusive footprint globally and invest in this increasingly popular travel category
What market segment is most successful for you in these properties and from which issuing markets?
- The markets that have been contributing the most are the US and Mexico, which is natural due to the presence of airlift that is available to our destinations from these locations. Airlift from other markets such as Canada, Europe and the UK, as well as certain South American markets, have still not returned to pre-COVID levels this year, and this business will grow with more airlift becoming available in 2023. Given this, we expect the market mix to evolve accordingly and are highly focused on customer engagement in all of these markets to strengthen our position and build our partnerships as we continue to grow.
What kind of initiatives do you have planned to boost the sales growth of these hotels?
- Game-changing technology innovations such as Digital Key Share and smart-tech wristbands continue to enhance and evolve the Hilton All-Inclusive guest experience. These contactless technologies and offerings increase flexibility and ensure a seamless stay for guests.
- For groups of family and friends enjoying an all-inclusive trip, Digital Key Share allows more than one guest to have access to their room’s Digital Key on their smartphones. Smart-tech wristbands will be offered at both Hilton Cancun, an All-Inclusive Resort and Hilton Tulum Riviera Maya All-Inclusive Resort.
- Instead of the paper wristbands indicating the type of stay booked, guests will now have a more durable, tech-smart wristband, which enables travelers to open their room once they check in at the front desk. The band can also authorize contactless payments outside of all-inclusive offerings.
Sustainability has become a decisive factor for certain types of clients, how do they handle that aspect?
- According to Hilton’s global 2023 Trends Report, sustainable travel has become an increasingly important consideration for travel and event planners.
- At Hilton Tulum Riviera Maya All-Inclusive Resort, there are water dispensers throughout the property where guests can refill their water bottles and avoid the use of plastics.
- The resort offers a program for the management and protection of local sea turtles, to ensure their habitat is not disturbed.
- Hilton Tulum also has a wastewater treatment plant, which treats all the wastewater generated in the property, from rooms, consumption centers, bathrooms, service building, spa, etc., a physicochemical and microbiological treatment is given and used for irrigation of our green areas, reducing our water consumption in those areas.
