Luxury all‑inclusive resorts across Europe are experiencing a rapid rise, driven by guest demand for stress‑free holidays and predictable pricing.

Major hotel groups such as Hyatt and Marriott are expanding their footprints, introducing premium resorts with high‑end dining, wellness facilities, and seamless service.

This trend is reshaping the region’s tourism landscape, as travellers increasingly choose upscale, all‑inclusive experiences.

Hyatt and Marriott lead the expansion

Hyatt, following its acquisition of Apple Leisure Group, now operates over 140 all‑inclusive properties globally, with several in Spain, Greece and Portugal.

Marriott has launched its first all‑inclusive resort in Cancun and is preparing additional properties in Turkey and across Europe.

These expansions reflect a strategic pivot towards luxury package holidays, appealing to affluent travellers and younger generations seeking convenience.

Gen Z and millennials fuel luxury inclusive stays

Younger travellers, particularly from Gen Z and millennial demographics, are driving bookings for luxury all‑inclusive resorts.

They appreciate the simplicity of a fixed‑price model and the added value of premium services and gourmet food.

Hotels are responding by offering boutique experiences, wellness packages and curated experiences tailored to social‑media-savvy guests.

European destinations embrace upscale inclusivity

European destinations like Madeira, Mallorca, Crete and Corfu are emerging as hotspots for high‑end all‑inclusive stays.

Resorts on these islands offer adults‑only options, family‑friendly facilities and sustainable features, raising the bar on the traditional all‑inclusive model. Turkey’s Club Med Palmiye has also undergone a major luxury renovation, appealing to long‑haul and European holidaymakers alike.

Broader recovery and economic context

Bookings for all‑inclusive resorts in Europe grew by around 30% between 2023 and 2024, according to BoardingArea and Expedia data.

The cost‑of‑living crisis has made bundled‑price vacations more appealing, offering predictable expenses and fewer hidden costs.

This shift supports the wider recovery of the tourism sector, enabling hotels to invest in upscale amenities and differentiated experiences for guests.

The rise of luxury all‑inclusive resorts signals a transformation in European holiday culture—less about budget buffets and more about streamlined comfort, quality dining and wellness.

As international chains deepen their presence, travellers can expect a growing number of premium all‑inclusive options across the continent.