A different breed of all-inclusive

When most travelers think all-inclusive, they conjure images of swim-up bars and expansive buffets with tropical island vistas.

But a growing market of all-inclusive options is built less around that classic sun-and-sand experience and more on specialty interests. And that market is right here in the U.S. and Canada.

All-inclusive growth in the northern part of the continent, however, has remained fairly under the radar, in stark contrast to the buzz surrounding all-inclusive expansion throughout Mexico, the Caribbean and, more recently, Europe. And that seems to suit many of these properties just fine.

Few North American all-inclusives outside of Mexico categorize themselves as part of the mainstream all-inclusive segment. In fact, according to travel advisors, all-inclusives in the U.S. and Canada rarely rely on the term “all-inclusive” as a front-and-center selling point.“If you say ‘AI’ or ‘all-inclusive’ to most high-end travelers, they’ll look the other way, because there’s still this sort of bad rap,” said Limor Decter, a luxury travel advisor with New York-based Embark Collective.

Despite this, Decter reports that many all-inclusive options are popular among her clients, from spa-centric concepts, a la Miraval or Canyon Ranch, to ranch properties, like the Brush Creek Ranch in Wyoming. Also in high demand are all-inclusives catering to the more culinary-focused set, such as Blackberry Farm in Tennessee. 

“You just have to present the resort as exclusive, rather than all-inclusive,” Decter said.

Christy Menzies, owner of Connecticut-based Menzies Luxe Retreats, takes a similar approach when it comes to presenting closer-to-home all-inclusives to her clientele.

“You don’t lead with the term ‘all-inclusive’ the way that you might when you get an inquiry for Mexico during spring break,” Menzies said. “Instead, it’s more about going to a place, be it a ranch or wellness center, and being fully immersed in that experience. And that immersion comes at a premium.”

Indeed, the common thread across the bulk of U.S. and Canada all-inclusives is their relatively high rates.

When a property discussion finally shifts to cost, it’s then that Embark Beyond’s Decter makes sure to bring the all-inclusive nature of such resorts to the forefront.

“Once you start talking about rates, it does become important to mention which activities or experiences are included, and the fact that the meals and drinks are included,” said Decter. “And people just love it. These resorts have a very loyal crowd, and they get a lot of repeat guests.”

A major exception when it comes to marketing as an all-inclusive is Club Med, which has seen its presence in the U.S. and Canada wax and wane over the years.

A pioneer of the all-inclusive sector, Club Med once operated a Hawaii outpost, which shuttered by 1980, as well as two all-inclusive ski resorts in Colorado, both of which closed by the early 2000s. A Florida resort, the Club Med Sandpiper Bay, left the Club Med portfolio last September.

The brand, however, still sees plenty of opportunity in North America, particularly when it comes to ski markets. 

Club Med debuted its first Canadian resort in late 2021, the all-inclusive Club Med Quebec Charlevoix, and has announced plans to re-enter the U.S. market in 2025, with the opening of the Club Med Utah: The all-inclusive will be Club Med’s first new property in the U.S. in more than 20 years.

“Our objective is that once North Americans get a taste of our product, they will continue to travel with us in the future,” said Amelie Brouhard, vice president for marketing omnichannel North America and USA sales at Club Med North America. She said the company aims to open an additional three to five all-inclusive mountain resorts across the U.S. and Canada by 2030.

Winter rates at the Club Med Quebec Charlevoix start at an average of $2,061 per person for seven nights.

Low friction, high-end amenities

Club Med may be one of the biggest names plotting all-inclusive expansion in North America, but several boutique players are also finding the market ripe for growth. 

A stalwart of the luxury all-inclusive ranch space, the Resort at Paws Up in Montana extended its reach with the opening of a sister adults-only all-inclusive, the Green O, in mid-2021.

Located near the 37,000-acre Paws Up ranch, the Green O bills itself as a “sophisticated Montana woodland hideaway,” comprising 12 contemporary cabin- and treehouse-style accommodations and the Social Haus restaurant, which serves elevated, locally sourced fare.

Green O guests also have access to amenities at the Resort at Paws Up, which include a variety of upscale dining venues and activities like horseback riding, fly-fishing, hiking and canoeing.

“We wanted to create a more intimate, personal and, candidly, child-free experience,” said Drew Bigda, senior director of sales and business development for the Resort at Paws Up and the Green O. “We’re seeing people come to Paws Up with their families and then decide to come back with their spouse or a group of adults to the Green O. And then we’re seeing folks come to the Green O and say, ‘I’m going to bring my family here.’ So, there’s some really cool cross-pollination happening.”

Rates at the Green O start at $2,786 a night, inclusive of three daily meals; house beer, wine and liquor; airport transfers; and on-property transportation. 

Another relative newcomer to the U.S. all-inclusive scene is the 550-acre San Ysidro Ranch in Montecito,
Calif., which pivoted to an all-inclusive model in 2020. 

San Ysidro Ranch general manager Ian Williams said part of the 38-cottage property’s goal in going all-inclusive was to smooth out friction for guests upon checkout.

“We were fairly certain that we had 95% of the experience nailed down, but what we wanted to work on was that last 5%, which happens when you’re leaving; you get to the front desk and have to go over your final bill,” Williams said. “So, we said, let’s just include everything. And then when people leave and get in their car, they won’t be arguing about an extra charge as they’re driving to the airport.”

Williams added that the change has generally been well received by San Ysidro Ranch’s existing customer base, with much of the success credited to the property’s culinary programming, which remains a standout part of the experience. Chief among the property’s three food and beverage venues is the Stonehouse, which has been a recipient of Wine Spectator’s Grand Award for eight years running. In addition to sit-down restaurant meals, room service and poolside dining is also included under San Ysidro Ranch’s all-inclusive policy.

“There are actually more expensive items on our menu now than there were before,” Williams said. “We have not gone and value-engineered out our menu in any way. If you have $250 caviar all throughout the day, that’s your choice.”

(Nonalcoholic beverages are also included, but alcoholic options are not.)

Rates at San Ysidro Ranch start at around $2,500 per night. 

In Alaska, meanwhile, one fishing-centric property has decided to make its model more inclusive than ever. 

Prior to this year, the Salmon Falls Resort in Ketchikan had included dining in its rates. For the 2023 season, however, rates at the 51-room property not only include accommodations, airport transfers and three meals per day but also a customized itinerary of Alaskan adventure experiences and transportation to all activities. Itineraries include options like fully guided fishing, shrimping, kayaking ecotours, ziplining and salmon roe and wine pairings. (Select activities, like bear-viewing via floatplane, are available at an additional cost.)

Rates at the Salmon Falls Resort start at $1,500 per person, per night.

“There’s usually a lot of research needed and confusion around going to a place like Alaska,” said Matt Herod, general manager for the Salmon Falls Resort. 

“We decided we might as well just package it all together and make it one easy price for our consumers to digest.”

Herod added that the switch is also intended to broaden the property’s appeal.

“We wanted to open ourselves up to a wider audience that wants to include adventure in their travel,” he explained. “And our resort is a perfect platform for adventure.”

The Resort at Paws Up’s Bigda agrees that a major draw of the all-inclusive approach is that it simplifies a guest’s experience — a factor he said is more important than ever for those still reeling from the complex pandemic-era travel landscape of the past several years.

“All-inclusive lets you create this plug-and-play kind of experience without having to overthink it,” Bigda said. “You show up, you don’t have to carry your wallet around, you can leave your cellphone in your room and just go have fun and enjoy yourself. And a week later you go home and there are no surprises. And I think that transparency is what people really appreciate.”