Time Here Is Worth More: How rbb & Hyatt’s Inclusive Collection Reframed Travel as Quality Time
Discover how Hyatt’s Inclusive Collection unified 10+ all-inclusive resort brands under its first-ever 360° portfolio campaign
Breaking Through in a Crowded All-Inclusive Market
With more than 150 all-inclusive resort properties across 10+ brands, Hyatt’s Inclusive Collection offers something for every type of traveler.
But in a crowded, competitive category, more choice doesn’t always mean more clarity. So much variety could feel overwhelming to travelers.
The brands needed a single unifying idea to make the value of choosing a Hyatt’s Inclusive Collection resort simple, clear and compelling.
Awards
The Breakout Strategy
How Hyatt Turned Quality Time into the Heart of All-Inclusive Travel
To differentiate Hyatt’s Inclusive Collection, the rbb team uncovered a powerful cultural insight through original research in its Time Rich Report: 82% of Americans aren’t getting enough quality time, and travel is one of the most meaningful ways to reclaim it. This research revealed a clear opportunity to position Hyatt not as having “more choices,” but as the destination where travelers can intentionally connect with the people who matter most.
Enter the Time Here Is Worth More campaign, a unifying platform designed to reframe all-inclusive travel around presence, connection, and meaningful time together. Built to flex across multiple brands and touchpoints, the platform became the foundation for Hyatt’s first-ever portfolio campaign.
Key elements included:
- Insight-Led Messaging: Translating research into a compelling, culturally relevant narrative about seeking quality time.
- Campaign Platform Development: Creating a flexible theme that could anchor storytelling across brands, audiences, and channels.
- Multi-Channel Storytelling: Integrating paid media, social campaigns, PR, and owned experiences to reach travelers across various touchpoints.
- Experiential Activation: Bringing the idea to life in meaningful ways, including in-room wellness experiences and immersive digital activations.
Initial Impact: September 2025 – December 2025
The Time Here Is Worth More platform delivered strong early performance across video, web engagement, and earned media, outperforming benchmarks.
6.68MM
Video Views Completed
CTV delivering exceptional 98–99% VCR
1.2MM
Landing Page Visits
3X traffic YoY vs. Comparable Hyatt campaigns
93
Media Placements
86% above goal
1.6B+
Media Impressions
24
TV, Digital, and Radio Interviews
60% above the industry benchmark
1.3B
Potential Travelers Reached
surpassing 500% of industry benchmark
18%
Increase in Brand Awareness
*According to Meta Survey
18.2%
Increase in Consideration
*According to Meta Survey