Hyatt Launches New Portfolio Around Emotional ROI and Time Well Spent

World of Hyatt is selling something harder to quantify: time that actually feels well spent.

The Hyatt Inclusive Collection launched its first brand campaign, “Time Here Is Worth More."

Developed with rbb Communications and anchored in insights from its inaugural Time Rich Report, it signals a shift in the all-inclusive category from marketing convenience to real meaning.

According to Hyatt’s research, 82% of Americans say they don't spend enough time with the people they care about.

And 62% now equate travel with quality time, treating trips more as a form of restoration than escape.

This data anchors the campaign’s creative approach and informs a wider brand strategy that frames emotional return as the new measure of luxury.

Ana Tomicevic, VP and global brand leader of Hyatt’s Inclusive Collection, told DesignRush that the campaign "is about giving guests the space to be present and savor every moment."

"By drawing from the Time Rich Report, we were able to bring that insight to life across our entire portfolio, showing how the Inclusive Collection redefines all-inclusive hospitality by putting time and presence at the center of the stay," she added.

This marks a change in hospitality marketing, where value is measured not by what guests get, but by how deeply they experience their time.

When Travel Becomes the ROI

“Time Here Is Worth More" unfolds across social, connected TV, and digital out-of-home, combining cinematic storytelling with behavioral insight.

It captures how moments of stillness, laughter, and presence now carry greater weight than perks or upgrades.

As part of the rollout, the Hyatt Inclusive Collection also partnered with author Deepak Chopra, M.D., and DeepakChopra.ai, introducing a wellness-driven layer to the campaign.

The collab expands the message of emotional ROI through mindfulness tools and resort activations designed to help guests feel more relaxed during their stays.

“[W]e’re offering travelers tools to be more intentional, equipping them with practices that leave a positive impact to last long after their vacation ends,” Dr. Chopra, who's also a member of Hyatt’s new Wellbeing Collective Advisory Board, said.

Creative agency Your Majesty's managing partner, Georgios Athanassiadis, weighed in on this effort, explaining that "digital tools can either distract or ground campaigns, depending on how they’re designed."

"In travel, the best tech fades into the background and gives people space to focus on the moment. When apps or in-room platforms are built around mindfulness, they become part of the overall experience."

The survey of 2,000 American adults, conducted by Wakefield Research, also found that 86% of parents feel stretched thin and nearly half would prioritize a family trip if cost were no object.

Among couples, 84% reported that time away together improved their relationship even after returning home.

"Our goal was to build a platform that felt authentic and adaptable across channels," Lauren Bernat, head of creative Services & content at rbb Communications, shared with DesignRush.

"The Time Rich Report revealed a powerful truth: travelers value presence and experiences over schedules and checklists.

We elevated that insight into a true differentiator and it became the foundation for 'Time Here is Worth More,'" Bernat explained.

Emotional Luxury as Strategy

The Hyatt Inclusive Collection connects the dots between wellness and consumer behavior in several key ways:

• Turning insights into differentiation. The hotel brand leads with purpose, placing emotional fulfillment at the center of its messaging.
• Using science to humanize hospitality. With Dr. Chopra, Hyatt is building “Mindful Moments,” digital and in-resort tools that help guests feel present and intentional.
• Creating measurable well-being outcomes. Aligning its offerings with mental and emotional health allows Hyatt to position wellness as a product and a promise.

These moves convert brand theory into lived experience, showing how emotional value can be tracked, scaled, and ultimately felt by guests.

The campaign marks a clear evolution for Hyatt’s all-inclusive portfolio, which now spans over 140 resorts across the Caribbean, Mexico, Central America, and Europe.

Emotional ROI is now its travel marketing's north star, targeting a maturing market where connection outweighs excess.

Our Take: Can Luxury Be Measured in Moments?

I think it definitely can, but only when a brand understands that moments are its real product.

Hyatt’s campaign works because it reframes luxury as presence and makes an honest promise.

I see it as a correction to years of noise in the all-inclusive space, where excess replaced emotion.

Time has indeed become the true currency of modern travel, and Hyatt Inclusive Collection is smart enough to treat it that way.

I feel that this is a moment when luxury branding grows up, moving from status symbols to emotional intelligence.

The campaign gives language to what travelers already feel, that the richest experiences are the ones that give time back meaningfully.

If time well spent becomes the benchmark for hospitality, this campaign may be the first to define what it truly means.

Meanwhile, Hyatt UX Research Director Gavin Johnston explained in a DesignRush interview how crucial it is to develop a user-friendly website or app in the hotel industry.

The strongest hospitality stories center on experience. These top agencies design marketing that transforms real moments into measurable brand value.