NEW YORK— Two major hotel brands are stepping up their commitment to the all-inclusive sector as part of a strategy to seize a larger portion of the segment’s growing business. Both Wyndham International and Hilton International recently updated plans for expansion in the all-inclusive market, citing an increasing popularity among U.S. travelers to take such trips, particularly families. Formalizing a 10-year strategic partnership announced last summer with Viva Resorts, Wyndham International said it re-branded on Dec. 1, seven properties in the Bahamas, Mexico and the Dominican Republic as Viva Wyndham Resorts and also incorporated all of the properties into the Wyndham reservations system. The Viva Wyndham resorts bring Wyndham’s Caribbean resort inventory to 16 properties on eight islands, making it one of the largest hotel operators in the region. “The partnership with Viva allows us to expand our offerings, both in new Caribbean and Mexican markets, as well as provide more choices for guests looking for all-inclusive resort experiences,” said Fred Kleisner, chairman/CEO of Wyndham International at the time the partnership with Viva was formed. Upgrades, which had been called for to bring them up to speed with Wyndham resort standards and service practices, to the tune of $5 million were being wrapped up at presstime at the Viva Wyndham properties. All upgrades were slated for completion by the end of the year, according to Rafael Blanco Canto, vp of Viva Resorts. “So far we are very pleased with the way this has all come together,” said Canto. “And we hope to add many new hotels to the chain in the future.” The Viva executive said both companies are already eyeing up expansion opportunities. To increase awareness of the Viva Wyndham chain among consumers, Wyndham plans to get more intense with marketing its Viva Wyndham properties this month through print and online advertising and special “introductory rate” packages. “January is the perfect time to introduce these properties more intensely to consumers since they are great for winter getaways,” said Janice Bird, vp of resorts marketing for Wyndham Hotels & Resorts. Hilton International, meanwhile, announced an improvement program to enhance its all-inclusive Coral by Hilton four-resort portfolio last month. Called the “10 Points of Improvement Program,” these enhancements are directed toward guest comfort and include: mini refrigerators in guestrooms, pre-stocked with complimentary soda, mineral water and local beer; children’s menus in á la carte restaurants; fresh tropical fruit juice bar at breakfast buffet; upgrades to Coralin Kidz Paradise; coffee makers, alarm clocks, irons and ironing boards in guestrooms; complimentary nighttime tennis; and resort bars stocked with international brands of liquor. Hilton Caribbean and Coral Hotels & Resorts launched Coral by Hilton a year ago as a collection of resorts in the Dominican Republic. The alliance was formed to help grow the brand, especially among American travelers. It also gave Hilton a fast and significant presence in the all-inclusive travel market. “Coral had a great reputation but sought us out because they were looking for greater brand awareness and distribution,” said Daniel Hughes, vp/operations for Hilton Caribbean. In less than a year the alliance has delivered a 14% increase in the number of U.S. guests visiting Coral by Hilton hotels, said Hughes. After taking one year to “improve the worth of the partnership” and get the properties in sync, Coral by Hilton is primed for growth. Expansion of its nearly 2,000 rooms will be pursued following the completion of the 10 Points of Improvement program, which was slated for end of year 2003. “Our next step is to expand the brand, primarily in the Caribbean and Mexico. We are already talking with several people to purchase existing hotels or build new ones,” said Hughes. In addition to new construction and acquisitions, Hughes said Coral
