In its continuing spiraling descent into brand insanity, Hyatt has just announced its tenth brand within the Inclusive Collection and 30th overall [with the coming integration of Dream and additions of Hyatt Studios and ATONA]: the "ultra-exclusive, adults-only" Impression by Secrets. The first open property under the brand is the Impression by Secrets Isla Mujeres.

I... I fail to understand Hyatt's strategy of aggregating one of the largest brand portfolios in the industry with a mere handful of properties in most of them, and plenty of overlap between a bunch of them. I just don't get it.

khabah