CASE STUDIES

Time Here Is Worth More: How rbb & Hyatt’s Inclusive Collection Reframed Travel as Quality Time

CLIENTS

Hyatt Inclusive Collection

Job

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.

Objectives

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.

Activities

Multi-Channel Portfolio Campaign in Action

Phase 1: Introduce the Quality Time Crisis

To establish relevance and credibility, Hyatt launched The Time Rich Report, spotlighting the scale of America’s quality time deficit and grounding the campaign in timely cultural insights.

This phase positioned Hyatt’s Inclusive Collection as an authority on meaningful travel through targeted media outreach, a satellite media tour, timely press trip, and an intimate fireside chat with a wellness leader.

Phase 2: Position Travel as the Solution

With awareness building, the campaign shifted into sustained reach and mid-funnel engagement, meeting audiences where they were most active.

This phase expanded the platform across digital out-of-home, connected TV, social media, and in-room digital wellness experiences across 140+ properties, extending the campaign into the guest journey itself.

Phase 3: Establish Hyatt as the Voice of Meaningful Travel

Hyatt’s Inclusive Collection elevated its presence in travel and business communities by positioning executives as thought leaders through trade media interviews, speaking engagements, and involvement in industry events. Advisor toolkits and trade show activations further aligned internal teams and partners around the campaign narrative.

Phase 4: Drive Year-Round Relevance

To extend momentum beyond launch, the campaign implemented a steady seasonal “data drip,” keeping the quality time conversation alive and ensuring continued relevance throughout the year. This approach helped sustain earned media, maintain cultural resonance, and keep Hyatt’s Inclusive Collection top-of-mind long after the initial rollout.

Results