The Hyatt Zilara brand exclusively focuses on adults, while Hyatt Ziva focuses on families. Both brands will debut this month in Mexico.

　　Authentic food and beverage offerings and on-property experiences are how Hyatt Hotels Corp., Chicago, plans to differentiate its new upscale all-inclusive brands Hyatt Ziva and Hyatt Zilara.

　　Both brands will debut this month in Mexico with the opening of the 619-room Hyatt Ziva Los Cabos and the 918-room Hyatt Zilara Cancun. The Hyatt Zilara brand exclusively focuses on adults, while Hyatt Ziva focuses on families.

　　To find out more about the nascent brands, we spoke with Chris Walker, Hyatt’s vice president, brand experience.

　　How will the food and beverage offerings differ from those of other all-inclusive brands?

　　Chris Walker: We have an F&B team that is going down to those properties to assist with the opening. Early on, the differentiation will be about presentation and the atmosphere of the outlets, which are things you can change right away. Later on we will renovate the outlets and introduce new F&B concepts our team has been working on. For example, some will be little touches such as bringing food carts to the pool areas so guests can eat without having to change from their swimming clothing.

　　As we evolve the restaurants, they will have different concepts that are more authentic to the cuisines there. We don’t have a roadmap yet as to which will switch on which days, but it will happen in the middle of next year.

　　What is planned for offsite activities and integrating local culture on-property?

　　Walker: In terms of integrating local culture into the F&B, for example if we are going to do Mexican food, we want it to be real authentic and true Mexican food. It will be about evolving to get back to the essence of the local cuisine.

　　For on-property activities, we will have a lot to learn on how to bring that to life, as we know showcasing the local culture is something we have to deliver on. We will work with partners and already set up at both properties are local entertainment groups that will perform.

　　We definitely heard when we were doing our research that people don’t want to do things they could do at home. With the offsite excursions, we will look at how do we make sure that it is authentic and local and introduce guests to the right things, as guests don’t want to just stay on the property during their entire stay necessarily.

　　Who do you see as these brands’ customer base and how will you market to them?

　　Walker: These are upper-upscale properties and we have a number of existing Hyatt Gold Passport members that are loyal to Hyatt that will stay at Hyatt all-inclusive properties. The loyalty club gives us a great base of business.

　　We anticipate lots of U.S. and Canadian business but also some global. We will grow within the existing segment by attracting travelers looking for the seal of approval from a brand like Hyatt and also people that would not be familiar with all-inclusive resorts but are familiar with Hyatt.

　　What are the key differences in amenities, offerings and on-property experience between the two brands?

　　Walker: The Hyatt Ziva brand will be more about the vitality and energy of the vacation with the opportunity for guests to make connections as families and couples. The resorts will have lots of activities and bustle.

　　The Zilara properties will be more sophisticated with more opportunities for people that want to rewind and relax and have an indulgent day. There will be activities but will be different feel.

　　Of course there will be shared attributes across the two different brands.

　　What will the typical ADR be for these properties? Will there be significant seasonal variation?

　　Walker: Yes, rate depends on the season quite a bit and on how many people are in the party. Pricing is definitely on a per person basis. At Hyatt Zilara Cancun, you for a couple a guestrooms is at about US$350 per night during the low season and US$500 per night during the high season. At Hyatt Ziva Los Cabos, a couple will see around US$290 during the low season and a family of four around US$400 per night, which during the high season would increase to US$400 and US$550 per night, respectively.

　　Are there expansion plans beyond your current arrangement with Playa?

　　Walker: We are looking to expand through franchise and management agreements throughout world. All-inclusive is concentrated in Caribbean basin and Mediterranean with some in Asia Pacific. Playa is a great partner for us out of the gate, and we look to expand through them and beyond.