Summary:
- Most Americans value moments with loved ones, according to a Hyatt survey.
- 62 percent view travel as quality time.
- 42 percent would take a dream family trip if money were no object.
MOST AMERICANS DEFINE quality time as moments spent with those they care about and want more of it, according to a Hyatt Inclusive Collection survey. However, 82 percent say they do not get enough time with loved ones.
The Hyatt Time Rich Report, a national survey on how people perceive and manage time, examines the link between definitions of “quality time” and perceptions of travel, with 62 percent considering travel to be quality time.
“Our first-ever Time Rich Report shows that travel is about more than getting away—it’s about shared experiences,” said Ana Tomicevic, Hyatt’s Inclusive Collection vice president and global brand leader. “For the travel industry, these findings highlight the need for strategies and services that maximize quality time, reduce planning headaches and allow connections and personal time to flourish. This approach is central to Hyatt’s Inclusive Collection and our more than 140 all-inclusive resorts and we will amplify our mission with new programs and a partnership with global mindfulness pioneer Deepak Chopra.”
Approximately 42 percent of respondents would take a dream trip with their family if money were no object, the survey found. Among couples, 31 percent say they don’t get enough time together, while 84 percent report that time away has a positive effect even after returning home. Half of respondents say planning a trip boosts their mood and one in four would travel alone or with friends.
Wakefield Research conducted the survey of 2,000 U.S. adults ages 18 and older from June 11 to 17, Hyatt said.
New campaign
Hyatt’s Inclusive Collection, which operates resorts in Mexico, the Caribbean, Central America and Europe, is using the Time Rich Report findings in a new campaign, “Time Here Is Worth More.” The campaign highlights services and experiences designed to help guests focus on their journeys and build connections with others.
The Inclusive Collection is collaborating with Deepak Chopra, a member of Hyatt’s Wellbeing Collective Advisory Board, to enhance its in-resort experiences. Chopra helped create “Mindful Moments,” a series of offerings with tools like DeepakChopra.ai, designed to help guests stay grounded and reflective.
“Time is more than a measure; it reflects what we value,” Chopra said. “Through this collaboration with Hyatt’s Inclusive Collection, we’re offering travelers tools to be more intentional, equipping them with practices that leave a positive impact long after their vacation ends.”
A 2024 Expedia study found that 53 percent of Americans plan not to use all 12 of their annual vacation days. Vacation deprivation in the U.S.—the feeling of not having enough time off—reached an 11-year high of 65 percent last year, even as rates declined in other parts of the world.
