Wyndham Hotels & Resorts and Playa Hotels & Resorts announced today the launch of a new all-inclusive resort brand, Wyndham Alltra. The announcement marks Wyndham’s 22nd brand and its first dedicated entirely to the fast-growing, all-inclusive segment. In conjunction with the brand launch, Wyndham begins a strategic alliance with Playa Hotels & Resorts, leveraging Wyndham’s unparalleled ability to drive sales, marketing and distribution in the economy, midscale and upscale segments via its 89 million enrolled Wyndham Rewards Members and distinct Everyday Travelers, combined with Playa’s ability to provide a best in class hospitality experience and exceptional value to guests.
The new brand’s name “Alltra” is born from the brand promise of “All-Inclusive Travel for All,” keeping with Wyndham’s mission of delivering exceptional experiences to the everyday traveler. Wyndham Alltra creates an all-inclusive resort experience that is distinct to the upper-midscale segment, offering upscale food and beverage, services, amenities and activities with an expressive local flavor at an exceptional value. The brand will feature both family-friendly and adults-only resorts in the Caribbean and other resort destinations.
The first two resorts to debut under the Wyndham Alltra brand are Playa’s 458 room Wyndham Alltra Cancun located in the heart of the Hotel zone with its 10 upscale restaurants , bars, lounges and pools, and the 287 room Wyndham Alltra Playa del Carmen in the heart of Playa Del Carmen featuring unlimited gourmet dining just steps from Fifth Avenue with its bars, restaurants and high-end shops. Currently undergoing renovations, both resorts remain open and are scheduled to complete renovations and become Wyndham Alltra resorts in time for the holidays in December, 2021. The two resorts will mark the first of many properties to be developed under the strategic alliance between Wyndham and Playa in the upper-midscale, all-inclusive resort sector in the Caribbean and Mexico that Playa currently operates in.
“Wyndham Alltra will introduce many of our over 150 million annual guests to our first all-inclusive brand,” said Geoffrey A. Ballotti, president and chief executive officer of Wyndham Hotels & Resorts. “Partnering with a leading owner, operator and developer of all-inclusive resorts in prime beachfront locations, will create immediate access for our customers and our over 80 million Wyndham Rewards members to a fabulous, all-inclusive guest experience – members who will be able to redeem their Wyndham Rewards points for a new all-inclusive vacation experience at Wyndham Alltra resorts, and earn points for their stays.”
“Today’s announcement combines Wyndham’s robust distribution capabilities and award-winning loyalty program with our highly acclaimed all-inclusive expertise. Together, we are launching a new experience in the upper-midscale resort segment to reach more first-time all-inclusive guests,” said Bruce Wardinski, chairman and chief executive officer, Playa Hotels & Resorts.