Wyndham Hotels & Resorts and Playa Hotels & Resorts have launched a new all-inclusive resort brand, Wyndham Alltra. The launch marks Wyndham’s 22nd brand and its first dedicated entirely to the all-inclusive segment.
The new brand’s name “Alltra” is born from the brand promise of “All-Inclusive Travel for All,” keeping with Wyndham’s mission of delivering exceptional experiences to the everyday traveler, according to the company. Wyndham Alltra creates an all-inclusive resort experience that is distinct to the upper-midscale segment, offering upscale food and beverage, services, amenities and activities with an expressive local flavor at an exceptional value. The brand will feature both family-friendly and adults-only resorts in the Caribbean and other resort destinations.
“There was no better time to launch a new brand like this in the leisure transient market,” Geoffrey A. Ballotti, president/CEO, Wyndham Hotels & Resorts, told Hotel Business. “You look at what the demand is now that Mexico is open. If you just look at the [STR] numbers for July and August, occupancy is over 30% above where it was in 2019. Americans are so desperate to find a place to vacation We’ve never had an all-inclusive brand to market.”
The first two resorts to debut under the Wyndham Alltra brand are Playa’s 458-room Wyndham Alltra Cancun, located in the Hotel Zone with its 10 upscale restaurants, bars, lounges and pools, and the 287-room Wyndham Alltra Playa del Carmen in Mexico featuring unlimited gourmet dining steps from Fifth Ave. with its bars, restaurants and high-end shops.
Currently undergoing renovations, both resorts remain open and are scheduled to complete renovations and become Wyndham Alltra resorts in time for the holidays in December. The two resorts will mark the first of many properties to be developed under the strategic alliance between Wyndham and Playa in the upper-midscale, all-inclusive resort sector in the Caribbean and Mexico in which Playa currently operates.
Playa has an exclusive agreement for the brand in Mexico, the Caribbean and certain Latin American countries. “Today’s announcement combines Wyndham’s robust distribution capabilities and award-winning loyalty program with our highly acclaimed all-inclusive expertise,” said Bruce Wardinski, chairman/CEO, Playa Hotels & Resorts. “Together, we are launching a new experience in the upper-midscale resort segment to reach more first-time all-inclusive guests.”
He said that the brand offers “tremendous” benefits for developers. “We will be looking for development opportunities with Playa on an exclusive basis in Mexico and other select Latin American countries, but also internationally with our franchise sales and development folks where there are all kinds of opportunities…We will be very selective internationally as we will be here in the U.S, the Caribbean and Mexico.”