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How powerhouse hotels are reinventing the all-inclusive concept.

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The tag ‘all-inclusive’ used to be almost a dirty word in luxury travel. Conjuring up images of all-you-can-eat buffets of indefinable food; cheap shots of alcohol and plastic wristband-wearing tourists, they were the fly and flop (but more flop) of a 1970s travel world.

Slowly, over the past decade, however, the concept has been redefined with luxury resorts revolutionising the model to address the needs of a new type of traveller and to improve resorts’ relationships with local communities. By finessing the offering—think fine wines, slick design and Michelin-starred chefs at the helm—these new all-inclusive holidays have become viable luxury options and practical ones, too–with everything paid for in advance meaning you can relax and enjoy your holiday without any surprises at the end. In short, it’s out with the buffet and in with the butlers.

The Legendary Suites at Rixos Premium Belek.

Founded in 2000, Turkish hospitality company, Rixos Hotels , is one of the world’s fastest-growing luxury hotel chains, which is at the forefront of reimagining the all-inclusive concept with its signature resorts across Türkiye. Its recent expansion across the Middle East sees a number of Rixos Resorts opening in Dubai, Abu Dhabi and Ras Al-Khaimah with the brand’s ‘All-Inclusive, All-Exclusive’ offering at their heart.

“It’s true that all-inclusive properties have transformed significantly in recent years,” says Murat Alpman, senior vice president of Sales & Marketing at Rixos Hotels. “Previously associated primarily with budget-friendly, economy vacations, today’s all-inclusive resorts offer luxury experiences, gourmet dining and personalized services which have seen the entire experience become more exclusive. The modern all-inclusive concept now emphasizes high-quality amenities, diverse recreational activities, wellness programs and unique cultural experiences, aiming to provide guests with a seamless and enriched vacation. Those looking for a luxury trip, including high net worth travellers, are turning their attention to upscale all-inclusive breaks and the trend is being driven by the demand for upfront prices and the relaxation afforded by having everything they need right at their fingertips.”

The al fresco lobby at Rixos Premium Göcek means check-in is one that immerses you in nature.

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“At Rixos,” Alpman continues, “we offer a blend of traditional Turkish hospitality with luxury experiences woven in throughout, ensuring every guest enjoys a personalized and memorable stay. Key highlights include exceptional dining options, with international cuisine on offer, world-class entertainment, comprehensive wellness facilities and a wide range of activities for all age groups.”

The Rixy Kids Club at Rixo Premium Bodrum.

“The Rixy Kids Club also sets us apart,” he says. “This is a dedicated space where children can enjoy a range of activities, from arts and crafts to sports and educational games. With themed rooms, playgrounds and specially designed activities, Rixy Kids Club ensures that young guests have their own exclusive and magical experience, creating unforgettable memories while parents can relax with peace of mind.”

A Penthouse Suite at Ikos Andalusia.

With seven all-inclusive resorts across Greece and Spain, and more openings on the horizon, Ikos Resorts is another hospitality brand renowned for its exacting offering.

Fanis Krommidas, communications director of Ikos Resorts, reveals more about its ‘pre-paid luxury’ concept: “From the beginning, the vision for Ikos Resorts has been to introduce an innovative luxury all-inclusive concept to the market in the Mediterranean’s most spectacular beachfront locations. From the opening of our first property, we have set out to totally reimagine the concept of all-inclusive resorts and our signature ‘Unconditional Luxury’ concept ensures guests can enjoy the world-class all-inclusive offerings for which the Ikos brand is famed at each of our seven properties in Greece and Spain, set within unrivalled destinations. This includes Michelin-Star curated menus and premium drinks, signature spas, 24-hour service, fun-filled kids clubs and entertainment offerings as well as experiences within the local community as part of the unique ‘Local Discovery’ and ‘Dine Out’ concepts. These offer guests the chance to enjoy perks such as free passes to local museums, a day exploring in a complimentary Tesla or the opportunity to dine out at selected local partner restaurants, all included within the price.”

The Anjana Spa at Rixos Downtown Antalya.

It is, in fact, this notion of going beyond the resorts’ walls that has attracted more adventurous travellers who, previously, would not have considered an all-inclusive resort. At Rixos Premium Belek in Türkiye, for instance, guests have complimentary access to The Land of Legends Theme Park. “It is one of our major unique selling points,” says Alpman, “Having incredible activities within the resort alongside the offer of unlimited access to a theme park is something which really sets us apart from resorts in Türkiye and it’s such a huge draw for guests.”

Tapping into local culture is also key for a new approach to all-inclusive stays. While Ikos Resorts offers its ‘Local Discovery’ options, Rixos Hotels actually designs each property around local culture. “Each Rixos property presents a unique experience inspired by local culture, global influences, and our Turkish heritage, all within a setting of unparalleled luxury,” says Alpman.

BEachside pavilions at Club Privé by Rixos Belek.

With 39 resorts found across eight countries, Alpman says that guests are able to tap into gourmet experiences, live entertainment, wellness journeys and unique experiences. “Rixos’s ethos is centered around delivering unparalleled luxury, personalized service, and a rich cultural experience,” he says. “The brand is committed to continuous growth and innovation. The chain is expanding rapidly worldwide, opening new projects in a different destinations, finessing guest services and curating unique offerings, with the latest technology and sustainability in mind.”

Rixos Park Belek taps into Turkish culture.

“People are attracted to an all-inclusive offering because it offers convenience, value for money and peace of mind,” says Alpman, talking exclusively to Forbes. “Guests appreciate knowing that all their needs are covered, allowing them to fully relax and enjoy their vacation without worrying about additional costs. Additionally, all-inclusive resorts often provide a sense of community and a variety of activities that cater to different interests making them ideal for families with kids, couples, and solo travelers alike.”

Club Privé by Rixos Göcek offers a curated tier of luxury.

Elevating Rixos’ offering further is its Club Privé brand, found in two locations in Türkiye: Belek and Göcek. Alpman reveals more: “ Club Privé by Rixos Göcek is an exclusive resort located in one of Türkiye’s most picturesque regions. This chic haven is surrounded by the unspoiled beauty of the Aegean coast, and its spacious accommodation offers stunning views, private pools, and direct access to the beach. One of the USPs of Club Privé by Rixos Göcek is the yacht marina, from where guests can explore the beautiful coastline and nearby islands.”

Club Privé by Rixos Belek fine-tunes all-inclusive offerings to new heights.

“The villas at Club Privé by Rixos Belek , meanwhile, provide an unparalleled level of privacy, making them an ideal choice for guests seeking a peaceful and intimate escape. Staying in a villa provides access to exclusive amenities that are not available to regular resort guests. This includes private beach areas, priority reservations at a la carte restaurants and access to exclusive lounges and recreational facilities. The spacious villas are perfect for families, offering multiple bedrooms, large living spaces, and child-friendly features. The private setting allows families to spend quality time together while enjoying the privacy and security that a villa provides.”

King Jason Zante has been designed around water.

Meanwhile, bringing a slice of all-inclusive luxury to the Greek island of Zante is the new King Jason Zante . Having opened last month, the adults-only, all-inclusive lifestyle hotel, is the latest addition to the five star Exclusive Collection by Louis Hotels . Set in a peaceful location overlooking Tsilivi Bay, it boasts modern architecture, shaded by indigenous olive trees, and designed around water. At its heart is the harnessing of ‘slow living’ with wellness journeys and even a slowness coach, guiding visitors to discover their own slower pace through morning meditations in the olive groves, silent reflective olive leaf-picking, tea rituals, yoga, and gentle stretching practices.

CApture slow living at the spa at King Jason Zante.

Elena Panayides, ambassador and curator of the Exclusive Collection by Louis Hotels, comments: “From the moment guests enter King Jason Zante, they are invited to embrace the art of slow living and join the current of wellbeing that ripples through the domain. At this five star ‘island within an island’, surrounded by the element of water, guests can indulge in cooking workshops, olive tree rituals, and nature-inspired picnics. Indoor and outdoor pilates, therapeutic yoga, mindfulness and guidance from a slow-living coach can be found at the Purai spa. On the culinary front, Greek, Peruvian, and Levantine dining and beverages are served at three restaurants. Every experience is tailored, unique and mindful of enjoyment. This new hotel in Zakynthos transcends the typical all-inclusive experience, creating a sanctuary that nourishes the mind, body and soul, making each stay not only memorable but transformative.”

Capturing the best of Middle Eastern luxury living, Club Privé by Rixos Saadiyat Island, Abu Dhabi.

With properties across the Middle East—famously renowned for its luxury hotels—Rixos says that it is leading the way when it comes to the all-inclusive proposition in the region. Rixos recently announced the takeover of a luxury resort in Ras Al Khaimah this summer, marking the newest addition to the brand’s portfolio and its second property in the Emirate. The brand also has Club Privé outpost in Abu Dhabi— Club Privé by Rixos Saadiyat Island —where guests can stay in private villas with pools, enjoy butler service and access tailored activities.

Ali Ozbay, vice president of marketing and communications, ALL Inclusive Collection and Rixos Hotels GCC, Rixos Hotels Gulf Region, says: “Our diverse offerings and consistent excellence are how we differentiate ourselves for guests travelling to our properties in the UAE. Rixos offers traditional Arabian elegance and modern comfort, set against stunning landscapes, year-round sunshine, high-end gastronomy and pristine beaches. We offer personalised experiences for families, couples and solo travellers. A family enjoying Rixos The Palm Dubai one year can expect a fresh yet equally luxurious experience at Rixos Marina Abu Dhabi the next.”

Tub with a view at Rixos The Palm Dubai.

Other brands which are harnessing a reimagined all-inclusive offering includes Marriott Bonvoy which introduced its All-Inclusive by Marriott Bonvoy in 2019. The portfolio of 33 properties is found in the Caribbean and Latin America and, says the brand, is aimed at “luxury seekers, discerning travellers and digital nomads”. Guests can enjoy a wide range of culinary options, a variety of activities, and cultural experiences, all within the all-inclusive package.

Through the looking glass to the future at Rixos Premium Saadiyat Island, Abu Dhabi.

Looking ahead to the future, Rixos Hotels’ Murat Alpman has the last word: “The luxury travel sector is expected to continue evolving towards more personalized and experiential offerings. Future trends include sustainability, wellness, family-focused vacations and local cultural immersion. New technology and innovations will also play a significant role in enhancing guest experiences, from check-in to smart room amenities. Recognizing the growing trend of family-focused vacations, all-inclusive resorts may expand their offerings to include more activities and amenities catering specifically to families, and educational programs. In short, we will keep innovating.”

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