Hilton courts Canadian luxury advisors with new Waldorf Astoria and Conrad all-inclusive offerings

Luxury without the running tab. Hilton is transitioning Waldorf Astoria Riviera Maya and Conrad Tulum Riviera Maya in Mexico from European Plan to an exclusively all-inclusive model, marking a first for both luxury brands.

At The Arlington Estate in Vaughan , Ont., on Wednesday (Nov. 11), PAX joined approximately 40 Canadian luxury travel advisors for an intimate reception showing the change and what it means for Canadian travelers.

The properties will retain their established restaurants, amenities and personalized service, but guests can now enjoy dining, drinks and an expanded range of experiences without the individual charges traditionally associated with a luxury hotel stay.

Valerie Ward , leisure business development manager at Hilton, said the company's all-inclusive business has grown rapidly over the past five years, with Waldorf Astoria and Conrad representing its latest expansion into luxury hospitality.

For Gina Johnson , senior manager, destination weddings and celebrations at Hilton All-Inclusive , the decision reflects changing expectations among luxury travelers.

“They don't want to sacrifice luxury, but they want it to be a simpler travel experience,” she told PAX.

Both resorts began accepting exclusively all-inclusive reservations on Oct. 1. Further changes take effect Jan. 10, 2027, when Waldorf Astoria becomes adults-only for guests aged 18 and older. Conrad will remain family-friendly, while its Ceiba Club accommodations and designated facilities will become adults-only on the same date.

“What separates us from the other all-inclusive luxury product is our elevated food and beverage [and] our elevated service,” Ward said.

Two resorts, different experiences

The two resorts may share an all-inclusive model, but they have distinctly different personalities. Johnson described Waldorf Astoria as leaning into classic elegance, while Conrad takes a more relaxed approach to luxury.

Waldorf Astoria's 173 oceanfront rooms and suites each feature a private plunge pool. With Personal Concierge service and an emphasis on individualized experiences, the property is positioned for couples, intimate adults-only weddings and incentive groups.

Conrad, meanwhile, caters to families and multigenerational travelers with 349 rooms and suites, five pools and a diverse collection of dining experiences. Its MYTHOS World program incorporates Mayan heritage and storytelling into activities tailored to children and teens of different ages.

Angie Brevetti , a travel consultant with The Travel Agent Next Door , recently visited Conrad and found a feature likely to win over parents before the children even notice it.

“The parents can sit on their lawn chairs looking at the ocean, and their kids are there right in front of them,” she told PAX, referring to the resort's beachfront splash pads.

For adults travelling with extended family, Conrad's Ceiba Club offers a private retreat within the resort. Guests staying in its dedicated accommodations have access to a private pool, beach area, lounge and dining facilities while retaining access to the wider property.

What's included?

At both resorts, the all-inclusive offering covers dining at participating restaurants, premium beverages, 24-hour room service and replenished minibars. Johnson told PAX that Hilton is also expanding daily cultural, culinary and wellness programming tailored to each property's clientele.

For guests staying four consecutive nights or longer, eligible bookings include a choice of one resort experience or destination excursion per stay.

“These are bespoke tours, smaller, more intimate groups,” Johnson explained. “It's not like you're going on a big bus with a bunch of people.”

Dining is another area where Hilton is emphasizing the luxury experience. At Conrad, Michelin-recommended Autor offers a seven-course, chef-led experience inspired by Mayan culture, with storytelling and wine pairings woven throughout the meal. The restaurant is included for registered Ceiba Club guests, while other guests pay an additional US$30 per person. Beginning Jan. 10, families can dine between 6 and 7:30 p.m., after which Autor becomes adults-only.

For clients who have already booked, Johnson confirmed that reservations at both properties will be honoured under their original rates, plans and inclusions. Waldorf Astoria bookings involving guests under 18 arriving on or after Jan. 10, 2027, are the exception, with Hilton working individually with affected guests and booking partners to arrange alternatives.

“We're working with them on a case-by-case basis,” Johnson said.

Selling the experience in Canada

Johnson described Canada as an important winter market for both resorts and said Hilton is finalizing contracts with Canadian tour operators for the new all-inclusive offerings. Advisors can book directly through Hilton in the meantime.

For group business, Hilton is offering incentives that make every 11th passenger complimentary for eligible stays from January to mid-April and every eighth passenger complimentary from April 15 to Dec. 20, subject to promotional conditions.

New wedding packages tailored to each property are expected in the coming weeks, with Johnson highlighting the flexibility of offering adults-only celebrations at Waldorf Astoria or weddings accommodating different generations at Conrad.

Hilton Content Hub provides advisors with fact sheets, current promotions, wedding information, photography, videos and social media materials. Eligible personal stays at the resorts are also available to advisors at discounts of up to 50 per cent.

Having vacationed at both properties herself, Johnson said one of the greatest appeals of the all-inclusive model is being able to enjoy the experience without thinking about the final bill.

“You don't have to worry about it at the end. We don't have to sign for things. You just go and enjoy your time together as a family or as a couple or with friends.”

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