Dive Brief:

• Hyatt Hotels Corp. announced Monday the launch of its reimagined Hyatt Vacation Club brand, bringing more than 22 former Hyatt Residence Club and Welk Resort properties in North America and the Caribbean under a common flag offering both vacation ownership and rental stay opportunities.
• Hyatt Vacation Club properties will offer guest experiences such as excursions as well as activities like local art walks. Also, through its new Beyond program, the brand will offer select owners of Hyatt Vacation Club Platinum or Hyatt Vacation Club Portfolio access to global travel experiences like cruises in Alaska and the Greek Islands and guided tours in Iceland and Australia. 
• The brand aims to cater to the growing number of leisure travelers seeking experiential-based trips and accommodations, Stephanie Sobeck Butera, EVP and COO at Hyatt Vacation Ownership, shared with Hotel Dive. 

Dive Insight:

Today’s travelers are “looking for more fulfilling experiences while traveling,” including “uncovering new opportunities to immerse themselves in the local culture,” Butera said. 

With that in mind, Hyatt Vacation Club was designed to offer experiential amenities, including excursions and activities like local food tastings, and opportunities to give back to destinations, such as beach or trail cleanups and food drives.

“Owners and guests at our resorts can now explore new locales, engage in events designed to showcase the destination and express their gratitude for the area by giving back,” Butera said, noting experiences on offer would be tailored to each property.

At Hyatt Vacation Club properties The Ranahan in Breckenridge, Colorado, and Northstar Lodge in Lake Tahoe, guests can take part in skiing and year-round adventure activities. Mountain resorts have become an increasingly popular destination for leisure travelers seeking experiential travel. 

Other Hyatt Vacation Club properties include Piñon Pointe in Sedona, Arizona; Coconut Cove in Bonita Springs, Florida; Beach House in Key West, Florida; Wild Oak Ranch in San Antonio; and others across the U.S., Puerto Rico and Mexico. 

Members of Hyatt’s loyalty program, World of Hyatt, can earn and redeem points across all Hyatt Vacation Club properties. 

In April, Marriott Vacations Worldwide Corporation similarly joined a collection of more than 90 Marriott, Sheraton and Westin Vacation Club branded resorts under new brand The Marriott Vacation Clubs. 

Hyatt Vacation Club is part of Hyatt Vacation Ownership, which develops, markets and manages shared ownership resort properties and is affiliated with Marriott Vacations Worldwide Corporation, according to a release.