Resort Concept
Investor Pitch
create an up-scale all-inclusive resort in the United States
THE ASK: Develop a new resort concept to cater to eager travelers who are looking for an upscale getaway with premium all-inclusive amenities.
THE REALITY: Current all-inclusive resort spas offer health and wellness using the same voice, visuals, and experience.
THE OPPORTUNITY: Create an all-inclusive resort that offers health and wellness through a new lens.
Cliff Notes
Return of the All-Inclusive
There has been a surge in demand for all-inclusive resorts over the past few years, driven by three main factors.
Changed Public Perception - Many travelers perceived all-inclusive resorts as a place with flavorless food served under heat lamps with low-tier liquor. But that has changed as the industry has reinvented itself, and it is now seen as a place for luxury and escape.
Demand for Leisure Travel - The global leisure travel industry is expected to grow by 19% between 2022 and 2027 as consumers spend less on products and more on experiences.
Easier Budgeting - Being able to know the cost and plan your vacation before you go gives travelers a sense of relaxation and ease. Allowing them to enjoy their travel more.
All-inclusive resorts have grown so much in popularity that even large hotel businesses are starting to create all-inclusive resorts. Companies like Marriott, Wyndham, and Hyatt have opened all-inclusive resorts.
THE BACKGROUND
THE AUDIENCE
Americans that are 25-39 years old, because…
MOTIVATORS FOR TRAVEL
CONNECTION
MEMORIES
HEALTH & WELLNESS
THE SITUATION
Current all-inclusive resorts offer health & wellness through the same tone, visuals, and experience. They focus on offering “balance,” “a wellness experience,” and “a path to well-being.” The visuals they use are tranquil, muted tones, highlighting a solo experience, isolation, and meditation. There are no resorts offering health and wellness in a way that resonates with today's 25-39-year-olds. For this demographic to experience full body wellness, they are going to places like SoulCycle, Project November, and DayBreakers.
OUR FINDINGS:
There are currently no all-inclusive resorts that facilitate connections with new people.
People experience holistic wellness through visual stimulation, connections with others, and creating memorable and meaningful experiences.
Create an all-inclusive resort that is centered around community, encouraging guests to make connections, delivers joy, and leaves guests having had a full-body wellness experience all in one place.
OPPORTUNITY
LOMA Resort
Brand Development
Brand Identity
The Resort Experience
Lean into life. The good, the bad, the unpredictable. Embrace the joy in humanity.
Every aspect of LOMA is designed to drive community building and engagement. Our grounds are laid out to keep all guests central and together - never siloed into isolated spaces. All tables are community tables & accommodations are designed for gathering.
Step inside. Join together. Connect.
The Immix is the ultimate indoor gathering space and resource hub for Loma. With spaces to play games, connect with reception, gather over coffee, or plan your daily itinerary, The Immix is your gateway to the ideal Loma stay. To further bring the community together, the walls of The Immix are glass – eliminating the barriers between the space and the rest of the campus.
The Immix
The SunUp Cafe
Gather with Friends.
Grab a snack or a coffee while staying connected to the community. The SunUp Cafe is open at all hours, serving a wide range of snacks and beverages, many of which are great to share with a friend or two.
Build Connections.
Grab a cocktail or mocktail and relax with friends, new and old. Grab a game from the game area to help get the conversation going, or just kick back, relax, and see what happens.
The SunDown Bar
Get your hands dirty. Create Together.
The Muse is designed with your imagination in mind. Filled with large tables, vast windows for inspiration, and all the supplies you can dream of, the Muse is the ideal place to craft the day away. From vision boards to bullet journals to pottery and everything in between, this space opens new doors to expressing yourself. Bring your ideas to life in one of our classes, or let your imagination wander during an open session. Either way, find joy by using your energy to brighten this world through new creations.
The Muse
Sweat it out. Move Together.
The Groove is designed for natural movement. Here, we come together as a group to sweat our emotions. We celebrate the beneficial endorphins and wellness that stem from moving our bodies. In coming together as a group for dance, practicing yoga, aerobics, and more, we motivate each other through our shared energy. Group physical fitness helps us to reconnect with our bodies and with each other.
The Groove
Restore your energy. Relax your body. Heal.
Relax your mind and body in our Relaxavi Spa. Our state-of-the-art facility provides core, traditional offerings alongside unique treatments that fuel one’s inner life source and wellspring while providing alignment, rejuvenation and personal discovery.
The Relaxavi Spa
Indulge your taste buds. Savor new flavors. Enjoy New Connections.
Explore the healing powers of handcrafted, nutrient-forward meals. Seasonal, local, farm-to-table freshness elevates the dining experience at Reve – our indoor and outdoor restaurant. Reve is a catalyst for rejuvenating your energy, designed to facilitate conversation and connection. Feel linked to your environment through the food and to your community through deep conversation. Raise a glass to new friends, new flavors, and memories that will last a lifetime. At Reve, we will never deny a request to eat dessert first.
Reve
Relax. Reenergize. Grow.
Each of our rooms is designed with energy and comfort in mind. We strive to illuminate your senses using light, color, texture, soothing sounds, and a signature scent. We encourage community with ample space for gathering in rooms and shared patios. All of our rooms are segmented into bungalows so that the vast LOMA community feels more personal by allowing you to connect with your cohort. Find comfort in a space designed with you in mind – sing in the shower, dance to the music, and get the best night's sleep you've ever had.
The Rooms
Design Intentions
Room Levels & Amenities
Radiance Rooms
Essence Rooms
Introduce yourself. Take a moment. Gather.
Remember how excited you were to play in the yard as a child? Revive that joy at The Grounds. Make a new friend, sway in a hammock, dance to your own beat, play a game - the opportunities to come together are endless. Breathe the fresh air and take a moment to thrive in the here and now.
The Grounds
The Team
Rossie Hutcheson
Hannah Zetty
Kari Martin Hollinger
Allia McDowell
Victoria Nguyen
Competitor Audit
Secondary Research
Strategic Development
Brand Esthetic
Resort Design & Details
Mock-Ups & Renderings
Deck flow + Presentation