All-inclusive holidays go five star as guests look for stress-free luxury

A refreshing dip in the pool, ice cold beer on tap and ice creams galore, followed by a four-course tasting menu, an electric car ride into town and possibly a theatre show. It’s official — all-inclusive holidays are going upmarket in 2024.

The Advantage Travel Partnership, which represents independent travel agents, reports that almost half (46 per cent) of all summer holiday bookings this year are on an all-inclusive basis — up from 42 per cent the year before.

It means all-inclusive is now the most popular type of holiday this year, its agents report, representing a cultural shift away from hotels where only breakfast is included.

Data shows that holidaymakers are flocking to Turkey, which represents 18 per cent of all-inclusive bookings for the school summer holidays, with Antalya the most popular destination. This is followed by Greece, the Canaries, the Balearics and mainland Spain. Long haul, travellers are booking all-inclusive holidays in Cancun, Jamaica and the Dominican Republic.

Kelly Cookes, chief commercial officer of the group, said the increase is down to the cost of living crisis. “Across all seasons this year we have seen an increase in demand for all-inclusive holidays, as they provide convenience, great value as well as a stress-free experience with everything taken care of.

“Over the past decade the all-inclusive package has evolved, with hotels diversifying their experiences. It now goes beyond meals and drinks, with many all-inclusive hotels now including gourmet dining experiences, top wellness and sports programmes as well as kids’ clubs and theatre-style entertainment all included in the price.”

The concept of the all-inclusive holiday was popularised in the 1950s, when an Austrian emigre founded the first all-inclusive hotel in Spain — now known as Club Med.

In the seven decades that followed, all-inclusives have evolved beyond recognition: they no longer mean one single buffet restaurant, poor entertainment and watered-down cocktails, and they’re more popular than ever with consumers.

Ashley Quint, director at the TravelTime World travel agency, said: “We are seeing a real appetite for luxury all-inclusive, usually with elevated levels of à la carte dining experiences in beautiful surroundings.

“All-inclusives here are more of a convenience factor than the cost, and includes experiences outside of the resort, options to dine in local restaurants as part of the package, and experiences you wouldn’t find in a standard holiday — brands like Ikos, Beachcomber in Mauritius and the BodyHoliday in St Lucia.”

High-end brands such as Ritz-Carlton, W and JW Marriott are all eyeing all-inclusive openings — following in the footsteps of big American hotel groups Hilton and Hyatt, which already have a handful of properties.

Hotel giant Marriott now has an all-inclusive selection and offers some properties with butlers, private beaches and champagne breakfasts. The world’s first Marriott-branded all-inclusive reopened from an ordinary Marriott earlier this year. Ava, near the Riviera Maya in Mexico, will have more than 1,400 rooms when it opens later this year — each one with a premium sea view and spa pool on the balcony.

In Europe, there is the upscale Ikos brand which offers all-inclusives in Greece and Spain. At its hotels in destinations including Andalusia, Corfu and Halkidiki, guests can expect Taittinger on demand, meals out in the local area and Teslas on loan. Spanish brand Iberostar, aims to show all-inclusive breaks can still be sustainable.

The Turkish hotel group Rixos, which has hotels across Turkey and the Middle East, has an “all-inclusive, all-exclusive” motto. Guests can eat at à la carte restaurants, enjoy Starbucks coffee, have access to a theme park and send their children to classes — there is even one on coding robots.

Four luxury all-inclusives

Rixos Premium Belek, Turkey

Seven nights’ all-inclusive from £896pp, including flights (tui.co.uk)

Ikos Dassia, Corfu, Greece

Seven nights’ all-inclusive from £1,702pp, including flights (jet2.com)

Iberostar Selection Anthelia, Tenerife, Spain

Seven nights’ all-inclusive from £899pp, including flights (easyjet.com)

Marriott Cancun, Mexico

One night all-inclusive from £366 (marriott.com)