TORONTO — Hyatt Inclusive Collection is doubling down on its travel advisor strategy with a major North American sales restructuring, bringing its U.S. and Canada teams together under one unified approach.

The move, part of its ongoing integration with Playa Hotels & Resorts, is aimed at simplifying how advisors do business with the brand while strengthening support across its growing all-inclusive portfolio. Leading the charge is Amanda Morris, newly appointed Director of Retail Sales for the U.S. & Canada, with Brian Joseph stepping into the role of Senior Sales Manager, Canada, and Carolina Bellina continuing as Senior Director of Canadian Sales to ensure continuity across the market.

Travelweek checked in with Morris to discuss how the restructuring will benefit both Hyatt Inclusive Collection and travel advisors, and how her new role will enhance support for the advisor community.

Unified structure, stronger alignment

According to Morris, the integrated structure is designed to simplify how advisors engage with the brand while enhancing support across its growing portfolio.

“With our integrated sales team, advisors can expect clearer coverage, stronger alignment and a more seamless, hands-on experience when working across our full portfolio,” she says, noting the collection now includes more than 150 resorts and 55,000 rooms across Latin America, the Caribbean and Europe.

“What’s especially exciting is the talent behind this team. We’ve brought together some of the most experienced and successful sales professionals in the all-inclusive space, which allows us to better support advisors and deliver the experience they expect.”

Despite her expanded role, Morris says her approach to the Canadian market remains unchanged. “If anything, it’s only going to deepen,” she says. “Travel advisors are truly at the heart of the Inclusive Collection’s success, and making sure they have the right tools, resources and support is something I care deeply about.”

Canada remains a priority market

Canada continues to play a key role in Hyatt Inclusive Collection’s growth strategy, driven by strong demand for premium all-inclusive travel.

“We consistently see strong demand from Canadian travellers for premium, all-inclusive experiences, especially for longer stays and multigenerational travel,” says Morris. “That importance is reflected in how we show up in the market, with dedicated sales support, strong advisor partnerships and campaigns tailored to Canadian guests.”

She points to momentum in destinations like Punta Cana and the Mexican Caribbean, including newer properties in the Dominican Republic like Secrets Tides Punta Cana and Secrets Playa Esmeralda Resort & Spa as well as established favourites in Mexico such as Secrets Moxché Playa del Carmen and Secrets Playa Mujeres Golf & Spa Resort.

Booking trends remain robust, with seven-night stays still the norm and increased interest in upgraded room categories and adults-only experiences. “Travellers are placing more value on quality, service and meaningful experiences rather than just price,” she says, adding that earlier booking patterns are emerging for peak travel periods.

Navigating demand and rising expectations

As global uncertainties and rising costs continue to shape travel decisions, Morris says the all-inclusive model is well positioned to meet evolving expectations, particularly in the luxury segment.

“Today’s luxury traveller is more intentional than ever. They’re prioritizing meaningful experiences, personalization, ease and above all, how they spend their time,” she says. “Nearly 70% of travellers see all-inclusive resorts as better value than planning independently, which speaks to the simplicity and service they’re looking for.”

At the same time, Hyatt Inclusive Collection is continuing to evolve its offerings. “Expectations are higher than ever, especially in the luxury space, so we’re focused on strengthening our brands and investing in curated, high-quality experiences,” she says. “We’re also seeing a clear shift toward wellbeing, with guests placing more value on relaxation and balance.”

Secrets Playa Mujeres Golf & Spa Resort

Enhanced tools and advisor support

A key component of the restructuring is continued investment in advisor tools and education, anchored by the Confidant Collective platform.

“It’s designed to be a one-stop resource where advisors can access the tools, training and information they need to confidently sell across our portfolio,” says Morris. The platform includes ongoing education through webinars and training, along with an enhanced Confidant Rewards program offering flexible incentives.

Business Development Managers will continue to play a central role, providing hands-on support to advisors across Canada.

“Overall, it’s about making sure advisors feel supported, informed and set up for success at every step,” she says.

Long-term commitment to advisors

Morris emphasizes that travel advisors remain central to Hyatt Inclusive Collection’s long-term strategy.

“They’re not just a critical part of our success, they’re trusted partners we truly value,” she says. “Their feedback helps shape how we evolve, and we’re committed to refining our platforms and offerings to deliver meaningful value.”

She adds that education will continue to be a cornerstone of advisor engagement. “Knowledge really is everything. With the breadth of our portfolio, advisors who understand our brands can guide clients through every stage of their travel journey and build long-term trust.”

As the integration progresses, Hyatt Inclusive Collection is positioning itself to deliver a more cohesive experience for advisors, backed by expanded resources, stronger alignment and a continued focus on partnership.

Lead image caption: Amanda Morris.