Hyatt’s Inclusive Collection has released the Time Rich Report, a national consumer survey designed to examine how people perceive and manage time. Conducted in collaboration with Wakefield Research, the study explores the connection between current definitions of “quality time” and perceptions about travel.
According to the report, a "vast majority" of Americans conceptualize quality time as meaningful moments spent with those they care about, and most are seeking more of it. Specifically, 82 percent of Americans feel they are not getting enough time with their loved ones. At the same time, 62 percent of survey respondents say they consider travel to be quality time.
“Our first-ever Time Rich Report shows that travel is about much more than getting away—it’s about arriving at powerful moments and shared experiences,” Ana Tomicevic, vice president, global brand leader, Hyatt’s Inclusive Collection, said in a statement. “For the travel industry, these findings suggest the need for a strong focus on creating strategies and delivering services that maximize quality time and reduce planning headaches and distractions for guests, all while allowing connections and personal time to flourish. This approach is already central to Hyatt’s Inclusive Collection and our more than 140 all-inclusive resorts, and we will be amplifying our mission with new programs and an exciting partnership with global mindfulness pioneer Deepak Chopra, M.D.”
Survey Results
- 42 percent of respondents said they would take a dream trip with their family “if money were no object.”
- 31 percent of couples say they don’t get enough time together, while 84 percent report that time away together had a positive effect even after they returned home.
- 50 percent of respondents say simply planning a trip boosts their mood, and 1 in 4 would travel alone or with friends.
New Campaign
Hyatt’s Inclusive Collection is leveraging the Time Rich Report findings into a new portfolio-wide campaign, “Time Here Is Worth More.” Focusing on enhanced services and experiences, the campaign aims to help guests focus on their personal journeys and forging deeper connections with others.
In addition, the Inclusive Collection is collaborating with Deepak Chopra, M.D., who serves as a member of Hyatt’s new Wellbeing Collective Advisory Board, to complement its in-resort experiences. Chopra inspired the creation of “Mindful Moments,” a series of offerings with tools like DeepakChopra.ai, which are designed to help guests at Hyatt’s Inclusive Collection resorts feel grounded and reflective during their stay, according to the company.
“Time is more than just a measure; it reflects what we value,” Chopra said. “Through this collaboration with Hyatt’s Inclusive Collection, we’re offering travelers tools to be more intentional, equipping them with practices that leave a positive impact to last long after their vacation ends.”
Hyatt’s Inclusive Collection has resorts across Mexico, the Caribbean, Central America and Europe.
The survey was conducted by Wakefield Research among 2,000 nationally representative U.S. adults ages 18 and older, between June 11 and June 17, using an email invitation and an online survey.