It seemed fitting that the glamorous closing “Icon Ball” at Hyatt’s Inclusive Collection’s Confidant Connect LIVE encouraged attendees to dress as their favorite stars, since the spotlight shone brightly on their accomplishments throughout 2024.
Formerly known as “Amazing Agent,” the fifth edition of this highly anticipated event at Secrets Tulum Resort & Beach Club honored 100 advisors – 66 from the U.S., 24 from Canada and 10 from the United Kingdom – for their impressive sales and their commitment to charities in their communities.
During the three-day reward program, advisors networked, heard exciting updates from Hyatt executives, attended workshops, experienced resort activities and participated in site inspections.
Kool & the Gang’s “Celebration” ushered guests into the general session, setting the tone to look back on the collection’s 2024 successes, look forward to new developments and thank travel advisors for their hard work and support.
“Tulum is all about the vibe, and I’m very happy you’re able to enjoy it,” said Secrets Tulum’s sales director Elvira Reyes.
Luis Nunez, VP Global Sales, HIC Americas, announced that beginning in 2025, Field Sales will fall under the new Latin America and Caribbean (LAC) region. This means expanded teams can focus on local Inclusive Collection properties here and leverage B2B relationships while offering better support and services for advisors.
Confidant Connect LIVE 2024. (Photo Credit: Hyatt)
“We’re continuing to reinforce training and onboarding, and foster our North American, UK and newly created German travel advisory board,” said Nunez.
“We want to listen. We want this to be a two-way communication, and make sure we’re on top of any trend or new information you bring to the table. We’ll continue onboarding upscale products, programs and recognitions.”
Event sponsor United Airlines shared updates about technology, training and investment with advisors, including plans to train 5,000 new pilots by 2030 and launch 700 new planes by 2032. United’s Neon Party that evening at the Luna Pool was hopping late into the night.
At the HIC trade show the next morning, about two dozen resorts shared updates and promotions. Advisors attended workshops offering educational and inspirational content, including updates on Confidant Collective’s Learning, Resources and Rewards programs, plus tips on leveraging social media to boost bookings and enhance luxury travel marketing.
Advisors also got the scoop on new properties and wedding venues within IC’s World of Romance portfolio such as Secrets St. Lucia (opening in March 2025), along with ideas on how to sell split/stay nuptials – think combining a client’s bachelor party/bridal shower, wedding ceremony and honeymoon as one ultimate beach bash in paradise, perhaps at neighboring resorts.
Confidant Connect LIVE 2024. (Photo Credit: Hyatt)
Since joining HIC five years ago, associate vice-president of sales and strategy Mark Benson has seen a surge in advisor engagement and buy-in for its growing portfolio, including the chance to participate in Confidant Connect LIVE.
“I’m seeing broad-based optimism and a market that is hungry for what’s new and how they can get ahead of the pack; advisors are very keen to specialize, and are extremely ambitious,” Benson told TravelPulse.
“People come here, they have fun, they learn, they mix with their peers and get to know new friends. I’m really pleased we’re getting to a place where our events have recognition within our industry.”
Benson notes that thanks to advisor input, Confidant Collective is responding to and investing in training and marketing support.
“It’s about putting out resources to the advisors, and then bringing those needs into our core strategies and taking them out to market while at the same time it’s, ‘How do we go about onboarding our advisors? What are the steps? How do we measure it? How do we then empower those advisors? How do we reward them?’” he said.
Benson is excited about the newly opened Casa Zamna Beach Club, located about 20 minutes from Secrets Tulum. The 21-room luxury, boho-chic boutique property was designed by architect Eduardo Garcia Figueroa. Here, travelers can experience a resort-within-a-resort with a Rosewater restaurant and preferred club perks, plus access to the main Secrets property for spa treatments, restaurants and entertainment.
Confidant Connect LIVE 2024 attendee receives a massage. (Photo Credit: Hyatt)
An exquisite private five-bedroom villa comes with a private chef and stunning rooftop terrace.
“We’re maintaining the framework and integrity of our brands while adding a different nuance to a number of resorts,” noted Benson, citing Dreams Curaçao’s new Preferred Club Il Mare section, which features 52 sleek Italian-made bungalow pods, and the new Elevated Preferred Club Indigo section at Dreams Sapphire, which has 70 beachfront suites, plus 10 two-story villas that come with a private chef.
During the general session, Lindsay Pullen, director, Global Brand, discussed HIC’s newest brand, Hyatt Vivid, along with exciting changes coming to Hyatt Ziva and Hyatt Zilara. She previewed innovative signature experiences customers will soon discover at various Dreams and Secrets resorts such as in-room custom smoothie menus, food carts, elevated fitness options like cardio drumming, upgrades to the Aquaventure park like ziplining, entertainment in unexpected places – think stand-up comedy in the sports bar – and an Herbal Atelier where guests can choose which ingredients will be incorporated into their spa treatments.
“We’re breaking from tradition to offer a fresh space that’s all about embracing life’s simple pleasures, creating joyful moments and making memories that feel true to each guest,” said Pullen.
One fun twist: A mock “Morning Show” where several regional sales and business development managers shared sales figures, projections and trends. U.S. advisors on the Confidant Collective platform rose by 14 percent to 45,603. There were 61 FAM trips, up 54 percent. Since rebranding to Confidant Rewards, more than 20,000 advisors across the U.S., Canada and the UK have registered.
The “anchors” introduced new properties including Il Mare, Curaçao (December 2024), Secrets St. Lucia Resort & Spa (March 2025), Dreams Playa Esmeralda and Secrets Playa Esmeralda (April 2025), Secrets Baby Beach Aruba (June 2025) and Dreams Grand Island Resort & Spa (coming soon).
Morning Show “hosts” predicted 2025 trends including experiential and immersive travel, technology-driven personalization, the rise of all-inclusive among younger generations, nostalgic and multi-generational travel, sustainable and responsible tourism and the continuation of “working from paradise.”
An “Ask the Experts” panel moderated by Benson featured advisors and media members addressing hot industry topics such as the rapid digitization of the travel processes, a boost in confidence among advisors whose voices are increasingly being heard by suppliers willing to support them, and more offerings for wellness travelers, such as expansive fitness centers with views and healthy welcome drinks instead of alcoholic cocktails.
Some advice shared included positioning yourself as an authority to better serve clients, supporting brands that support you and lifting others in the advisor community.
Confidant Connect LIVE 2024 attendees participating in a sound healing experience. (Photo Credit: Hyatt)
Keynote speaker Sarah Dandashy, a former hotel concierge, spoke about elevating the guest journey and the art of personalization in luxury travel. Some of the tips she revealed include being consistent, efficient and thinking like a concierge: Maximizing opportunities to keep things fresh and memorable for their clients, such as sending a thoughtful pre-departure surprise gift, or a gift card to make a photo book post-vacation.
Attendees had plenty of fun, too. They experienced the resort’s relaxing spa including its hydrotherapy circuit and a sunrise sound healing session on the rooftop Spa Terrace. Advisors also explored the 300-room jungle-themed Secrets Tulum resort, spent an afternoon at Casa Zamna and visited Dreams Tulum and Secrets Akumal.
In addition to being celebrated at the event, several advisors were also singled out for additional recognition. Marking their fifth year in attendance at Confidant Connect, Mike Schellhase of Travel Haus and Trudy Lagerman of Liberty Travel received an award, plus United Airlines tickets.
Five advisors won Confidant Cares Humanitarian Awards for their charitable work: Winners Joshua Harrell of WorldVia Travel Group, Dan Smith of Destination Wedding Travel, Sharon Benoff of Vacationeeze, Dawn Rzepka of Luxe Destination Weddings and Vikas Malhotra of ITravel 2000 also won United tickets.
But the true message of the night – and the entire event – came from Benson.
“Everybody here is a winner,” he said. “You are all absolutely amazing.”
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
