Long perceived as old-fashioned, synonymous with family vacations or stays for retirees, “all-inclusive” packages are nevertheless becoming popular again with younger people. According to the latest Expedia survey on 2025 travel trends“all inclusive” appeals to generation Z. A third of the young people questioned say that their perception of this type of accommodation has evolved positively. 42% even believe that these “all-inclusive” resorts represent their favorite type of hotel.
This enthusiasm is reflected in reality. The international hotel chain Hyatt has thus recorded an increase of more than 10% in demand during the first quarter of 2024, compared to the beginning of 2023. Searches carried out on Hotels.com with the “all inclusive” filter jumped by 60%. Luxury establishments such as the Ritz-Carlton in Cancún have even taken the plunge by converting to “all inclusive”, so as not to miss out on the phenomenon. The trend, helped by social networks, convinces those under 30 with its simplicity.
Put your feet under the table
“It minimizes unforeseen events, setbacks and stress”summarizes Léa, 21, who went to Mexico in August 2023. “With this type of offer, it’s a real vacation”agrees Claire, 30, who is used to all-inclusive stays. In recent years, with her sister, she has regularly opted for this formula in France or abroad, in order to enjoy peaceful holidays. “We have nothing to do, neither meals, nor cleaning, nor organization. No mental load”develops the one who spent ten days in Egypt this summer.
“Everything is perfectly framed. We just have to let ourselves be carried away.”
If the choice raises questions among young people of this generation, it is in reality more and more fashionable. “There is an incessant increase in demand for this product because it responds to ease, deciphers Isabelle Frochot, lecturer in tourism marketing at the University of Burgundy. The new thing is that young people are integrating it into their choice of vacation because it is a response to everyday frustrations.”
According to the specialist, the pressure exerted by current companies explains the appetite of these new customers for peaceful vacations. “They have a lot more pressure than previous generations, so they are looking for a stress-free vacation. “All inclusive” is a product that responds to people’s fatigue.” Faced with the Covid-19 crisis, polluted by the injunction to appear on social networks, forced to be constantly informed, those under 30 would thus be seduced by a model which guarantees them total peace of mind.
According to the survey conducted by Expedia, 41% of Generation Z travelers are convinced by “all-inclusive” thanks to the reduction in stress, while 39% are attracted by the ease of booking. “It was my first trip alone outside Europe and I didn’t feel like organizing everything by myself, Léa testifies. There, everything is perfectly framed. We just have to let ourselves be carried away.”
At Belambra Clubs, which offers “all-inclusive” holiday stays throughout France, we have indeed noticed a rejuvenation of the clientele in recent years. “We mainly find the profile of young parents, around 30 years old, who sometimes come with several couples to enjoy a vacation with friends while the children are supervised, develops Alexis Gardy, the president of the group. It’s a real trend: parents enjoy activities together, children are at the club. Everyone has a good holiday.”
The operator tries to seduce by adapting its offer. From now on, children can be taken care of from 4 months in the majority of the forty-five establishments in France. Sports activities, popular with this generation, are also being strengthened to attract young people.
“An investment worth it”
“The formula is super advantageous, everything is included in the price, from accommodation to meals, sometimes even the flight, enthuses Charlène, 32, who has been experimenting with these stays for around ten years with her partner and flew to Majorca for a week in August in an “all-inclusive” hotel, for around 1,000 euros. It’s a worthwhile investment because it’s cheaper than taking care of the plane ticket, car rental, accommodation and local shopping yourself.”
An observation nuanced by Léa, for whom these formulas remain a luxury. “It’s true that few people my age can afford this experience, but the price allows you to be completely peaceful on site and it’s cheaper than organizing it yourself, she considers. It’s an investment that I will never regret.” The twenty-year-old paid 3,600 euros for a week of diving in Mexico, with transport, catering and activities. “What people like about this product is the budget control aspect, analyzes Isabelle Frochot. Travelers pay all at once and have no unpleasant surprises at the end.”
From Club Med to less expensive options, the range of stays is vast and does not always correspond to the most modest budgets. According to the Expedia studyHowever, 38% of young Generation Z say they are attracted by the impression of luxury that emanates from these “all-inclusive” stays. A motivation that does not surprise the author of Tourism Marketing. “When we look at what circulates on social networks for this age group, it is a lot of money, luxury, ease that are put forward, explains Isabelle Frochot. These stays give them the impression of treating themselves to a little luxury.”
The cheesy image forgotten?
For a long time, these formulas were associated with plan-plan vacations and has-been. “Besides, this cliché of Tanned still exists, points out Isabelle Frochot. But social networks have been there and legitimized this model among young people.” A recent movement, which Claire observes in the establishments she frequents. “The population is still quite young, depending on the price obviously, remarks the thirty-year-old. Either there are nightclubs in the hotel, or the complexes are close to tourist towns where you can go out, go to bars etc. It’s good for partying.”
A little over twenty years ago, Club Med had tried without success to develop a holiday village dedicated to young people. Slogan: “If you sleep, you’re dead!”. A promise of partying until the end of the night and the result… A bitter failure. For the usual family clientele, there was no question of going to these hectic clubs. Among younger generations, the reputation of retirement stays had cooled.
“The younger generation has on average four or five travel plans per year. There is a burst of demand for the same person.”
“Club Med was visionary, the “all-inclusive” trend will take hold among young people, Isabelle Frochot remains convinced. It’s a market that will develop easily, via activity offers, advertising or social networks.” The specialist takes the example of club hotels in Great Britain, which now specialize in specific themes. Some establishments thus position themselves on well-being, with yoga and other relaxing activities, while others are now reserved for parties or remain more family oriented.
If “all inclusive” is gaining importance among the younger generation, it nevertheless remains in the minority. “These are mass holidays, where we are locked in a big complex”underlines Claire. Most often, young travelers alternate the type of stay they choose. “I don’t just do “all-inclusive” vacations, Léa advances. I like having the freedom to choose my own tours, places I want to eat or activities I want to do.”
The Expedia report also proves this diversity of demand. Between confidential destinations, “JOMO” vacation far from everything or stays under the Northern Lights, the trends identified are disparate. “The younger generation has on average four or five travel plans per year, relate Isabelle Frochot. There is a burst of demand for the same person. Young people are quite capable of having fun on an “all-inclusive” in summer because they are tired from their year of work, and we will find them on a stay in the countryside at another time of the year.
The thorny subject of ecology
A blatant contradiction, while “all inclusive” holidays embody stays that are rarely eco-friendly. Exotic destinations accessible by plane, all-you-can-eat buffets, imported products or polluting activities, etc. The commitment of younger generations to the environment seems to clash with the DNA of this model. “It’s in contradiction with my convictions for the planet, that’s for sure, assume Claire. But I tell myself that I must not deprive myself, I want to enjoy and please myself.”
This double discourse does not surprise Isabelle Frochot, who judges that everyday behavior is rarely in line with that adopted on vacation. “There is total ambivalence, notes the specialist. Vacations are a hedonic consumption, a reward for the hard work of the year, so we make exceptions.” Léa tempers this speech. “I do not find that this type of stay is less respectful of the environment than any other, she defends herself. For example, all transport is collective.”
Some operators nevertheless decide to adapt to this environmental awareness, which is increasingly strong among younger generations. This is the case of Belambra, whose holiday villages are located in France and which claims to focus on quality rather than quantity. “Already, all the cooking is done on site and we try to have local supplies, specifies Alexis Gardy. We are less bloated than other “all-inclusive” offers, we make our customers aware of waste, by inviting them to pay attention to what they put on their plate.”
The director of Belambra considers this question essential in the development of this offer for young people. According to him, the responsible tourism experience will encourage the arrival of this clientele in the coming years. “Environmental sensitivity is increasing in this generation, so we are trying to evolve our offer to respond to these concerns”he assures, convinced that the possibility of accessing the sites by train represents a real asset for young people.
If the plane risks indeed being a limiting factor in the development of “all-inclusive” among these new consumers, ecological convictions do not constitute an obstacle for Isabelle Frochot. At least, for now. “We have known the negative impact of hotel clubs for a long time and that has not slowed down their growth, insists the tourism marketing expert. The argument does not work against them for the moment. It’s true that things are moving in the younger generations, but very slowly.”
Source: www.slate.fr
