The overlap of business and leisure is rarely more evident than at all-inclusive resorts, where corporate travelers can attend meetings and then unwind—all at one set price.
Hilton has been growing its all-inclusive portfolio across the Caribbean and Latin America and now has 10 such properties in the region, with six in Mexico alone—and more are on the way, said Nicole Tilzer, vice president of Hilton's all-inclusive & resort strategy. And while all-inclusive resorts will always attract leisure travelers, Tilzer’s team is taking steps to attract corporate clients who may find good value holding an event with a flat rate per attendee and no additional costs.
Benefits of All-inclusive Meetings
“The biggest benefit is the ease of planning,” Tilzer said. When an event planner meets with a resort representative to discuss terms, those terms will include just about everything the planner would want for their event—including meals, drinks and even entertainment and activities. If attendees want to socialize at one of the bars after the meeting has ended, the organizer does not need to worry about who will cover the additional drinks.
Events packages can be customized to meet the planner’s budget, she continued—for example, some meals can be arranged exclusively for attendees, but others can simply be arranged by reserving tables at any of the property’s restaurants, just as any guest can do, at no extra cost. The events team can also arrange “activations” like having artists sing and dance at private meals for the group or performers dressed in traditional Mexican fashion pose for photos with attendees. (During a site inspection of the Hilton Tulum Riviera Maya All-Inclusive Resort, performers dressed as Day of the Dead skeletons and fantastical alebrijes were positioned around the resort, while singers played for a private dinner at the Hilton Cancun Mar Caribe All-Inclusive Resort.) “We can create those little moments to make it special and make it feel different, group by group or meeting by meeting,” said Guillermo Villegas, director of marketing at the Hilton Cancun Mar Caribe in Mexico.
More importantly, the very nature of an all-inclusive resort means that security also is built in. “We need to keep an eye on who's coming in and out, because everything is essentially free once you get in,” Tilzer said. “We need to make sure that you're not just rolling in off the street.”
Of course, not every all-inclusive resort is right for every kind of event, Tilzer cautioned: “It's about getting the right property in front of the right audience for their particular needs.” The Hilton Tulum Riviera Maya and the Hilton Vallarta Riviera have the largest convention spaces in their parts of Mexico, she said. “So we can host groups, conventions, conferences [and] team meetings.”
And, of course, there’s the “bleisure” aspect, with corporate guests being able to combine business and leisure on their stay, especially if their families tag along. If business guests want to extend their stay, the resorts can often arrange “shoulder rates” for additional days or arrange a stay at a nearby resort for a change of scene.
LatAm All-inclusive Growth Plans
The Hilton Cancun (Mexico) Mar Caribe All-Inclusive Resort opened in late 2023 as a conversion from a timeshare property. A year later, Hilton signed a deal to open the Sens Cancun Adults Only All-Inclusive Resort, Tapestry by Hilton in the first quarter of 2026 as another conversion. And in June, the company is set to open the new-build Zemi Miches All-Inclusive Resort, Curio Collection by Hilton in the Dominican Republic.
The Dominican Republic and Mexico are “a hotbed of opportunity” for all-inclusive development, Tilzer said, and noted that Jamaica is also attracting attention. “It's still beloved by so many [and there’s] still a huge American base going down there. So there's definitely still opportunity there.”
The combination of new-build and conversions is strategic, Tilzer said. “If we want to grow quickly, if we want to move fast, we have to have conversions,” she explained. While there are benefits to building a property from scratch, especially in terms of design, they can take years to open. “[That’s] just the nature of building a resort,” she said. On the flip side, when conversion opportunities arise, the team has other questions to consider: “How much work needs to go into it? Is the owner willing to put that work into it so that it truly becomes a product that we are proud of and that we can put our brand on and that meets all of our standards so that we meet the needs of our guests?”
As such, Hilton is seeking a balance between new-build (for long-term growth) and conversion development (for shorter term gains) for the company’s all-inclusive portfolio. “There's no optimal mix right now,” Tilzer said. While she estimates the current balance to be 50/50 between new-build and conversion, “that can change on a dime, because we can convert something in the year for the year and then all of a sudden we have a few more conversions coming before our new-builds get out there.” On paper, she added, new-builds will always dominate since they take longer to go from concept to opening.
Which is not to say that conversions are quick and easy projects, either. “[You] cannot gut and overhaul a resort in less than a year,” Tilzer said, but acknowledged that the Mar Caribe was renovated before the official rebranding and Hilton was able to take it over in a few months. “We didn't have to do a ton of work. So if the owner has kept it up nicely, if they're meeting our standards in most ways, it can be a couple-month conversion.” On the flip side, she noted, turning the project around too quickly can backfire. “We've got to get business on the books.”
Seeking new all-inclusive development opportunities is much like seeking any other type of development opportunity, Tilzer said. “It has to do with consumer need, consumer interest, where the trends are going.” Logistics are also a concern—for example, airlift to the Dominican Republic’s Miches development is important since roads in the area are sparse. “It doesn't mean we won't have properties in far-flung locations,” she added, noting that the addition of a Hilton resort to a market can drive further development. “It changes what businesses come in. It can open a market in a country that people might have deemed unsafe or unknowable or too far afield.”
Hilton does not yet officially have any luxury all-inclusive resorts in its portfolio, although some of its luxury properties do have all-inclusive elements. At the Conrad Tulum—which is not an all-inclusive resort—guests can book the Flavors of Tulum unlimited dining and drinks package. Tilzer said a luxury all-inclusive is not out of the question, although it might not be called all-inclusive. “There's definitely opportunity [for something] smaller scale, much more personalized, more hands-on, but we are not there yet,” she said, before suggesting “keep an eye on this space.”
This article was originally published in the May edition of Hotel Management magazine. Subscribe here.