PUNTA CANA — Travel advisors sit at the heart of Hyatt Inclusive Collection’s success, and nowhere was that more evident than at Secrets Tides Punta Cana this past weekend. 

As the top 100 sellers – including 25 from Canada – gathered for Confidant Connect Live 2025, the company’s annual celebration of its highest-performing advisors across North America, leadership drove home a clear message: the brand’s evolution is being shaped by those who sell it every day.

Among this year’s honourees were members of the Hyatt Inclusive Collection Travel Advisor Board, a small but highly influential group whose feedback has guided everything from branding to product development – including the very event that celebrates them each year.

“This event, Confidant Connect Live, was originally the brainchild of our Travel Advisory Board, which suggested we create an annual appreciation event,” says Mark Benson, Associate Vice President of Sales and Strategy for Hyatt Inclusive Collection. “It took a few years to bring it to life – the first one was in 2020 – but it has absolutely become our hot-ticket event. There have been many significant initiatives the board has asked for and we take their feedback very seriously. They are very hands on.”

A BOARD WITH REAL INFLUENCE

Hyatt Inclusive Collection’s Travel Advisor Board began in 2014 and since then, its influence has grown considerably, especially after Benson and Carolina Bellina, Senior Director of Canada Sales, got involved. 

“In the past it was more ad hoc, but in 2021 we formalised it into a two-year term,” Benson tells Travelweek. “The board is made up of only 10 advisors, but they’ve been instrumental in major initiatives.”

Bellina says that Canadian representation has also expanded. “When I joined the company, Canada had only two members on the board. We increased it to four from across the country so that different regions are properly represented.”

The breadth of the board’s input spans everything from branding to loyalty programs and even resort naming. Providing several examples, Benson tells Travelweek: “The advisory board helped shape the AMResorts loyalty program, which is now Confidant Rewards. When Breathless launched in the early 2010s, the board told us it was too racy and needed to be toned down because it was attracting a certain clientele that we weren’t aiming for as a company. So their feedback led us to realign the brand. They were also instrumental in reviewing our Hyatt Vivid brand in 2024, recommending changes that were implemented. Even the name Secrets Playa Esmeralda came from them. The tourist board wanted Miches in the name, but when we asked the advisors they suggested Esmeralda instead.”

Benson also notes how in March, while in Curaçao, the Travel Advisor Board stayed at Il Mare, a Preferred Club adults-only hideaway within Dreams Curaçao Resort, Spa & Casino. Resembling “Robinson Crueso-ish beach pods,” Benson says the advisors provided several recommendations, which were shared with management. “We were then able to report back to them in September about how their recommendations were implemented at the resort.” 

HOW THE BOARD WORKS

The board meets twice a year in destination, usually at a new or recently opened resort, as well as virtually on an as needed basis. While in destination, the advisors will participate a general session, business sessions and a hands-on review that culminates in direct feedback to resort executives.

“We step out of the room so the advisors can have an open conversation for about an hour,” says Benson. “Then we come back with the resort’s executive team and the advisors present their feedback directly.”

When asked how Hyatt Inclusive Collection selects its Travel Advisor Board members, Benson says it’s a strategic process designed to incorporate a wide range of perspectives. “We consult with our Business Development Managers and also use our own contacts before assembling a preliminary list. We then boil that down to reflect a great cross-section of our industry, including marketing VPs, host accounts, senior sellers and more.”

“I’M HONOURED TO BE PART OF IT”

For Oakville, Ontario-based Shalene Dudley of Latitude Concierge Travels, a current Travel Advisor Board member and three-time honouree at this year’s Confidant Connect Live, serving on the board has been both meaningful and productive.

“I’ve been on a few advisory boards and this one has been extremely effective and fulfilling,” she tells Travelweek. “I’m honoured to be part of it and to help impact change and progress.”

She pointed to examples showing how quickly Hyatt Inclusive Collection responds to advisor recommendations.

“One of our biggest suggestions was detailed wedding guides for each property. This week I watched that rollout happen,” she said. “Another example is Secrets Baby Beach. After our visit, the property implemented some of our feedback about local activities and experiences that could elevate a guest’s stay.”

Dudley describes the board as a rare chance to be heard at a high level. “You can see the direct impact of the conversations we have,” she said.

“THEY ARE OUR BEDROCK”

Benson didn’t hesitate when asked how important travel advisors are to the success of Hyatt Inclusive Collection.

“They are our bedrock. They’re indispensable. End of story.”

Bellina agreed wholeheartedly. “If they weren’t booking us, we wouldn’t be here.”

Both say the loyalty of travel advisors has fuelled the company’s growth.

“Even when guests aren’t familiar with our brands, they trust their travel advisor,” Benson said. “Advisors are our frontline. They are our brand ambassadors.”

With continued expansion of the Inclusive Collection portfolio – Hyatt Vivid Punta Cana is set to open in July – and a rapidly evolving luxury all-inclusive market, the company says the Travel Advisor Board and travel advisor community will remain central to its decision-making process. And based on the atmosphere at Confidant Connect Live 2025, that relationship is stronger than ever.

This is part 2 of 3 of our coverage of Confidant Connect Live 2025. To read part one, click here. Check back tomorrow to read part three, where we catch up with Hyatt Inclusive Collection’s amazing BDMs.

Check out more photos from Confidant Connect Live 2025!

Lead image caption: Hyatt Inclusive Collection’s Carolina Bellina, Senior Director of Canada Sales, and Mark Benson, Associate Vice President of Sales and Strategy at Confidant Connect Live 2025