Hyatt’s Inclusive Collection sought to deepen their connection across two of their brands — Zoëtry Wellness & Spa Resorts and Secrets Resorts & Spas — with wellness-minded, experience-driven travelers through authentic, values-aligned storytelling.

Rather than a one-off influencer stay, the objective was to establish a credible, long-term brand ambassador who could embody the essence of Hyatt’s Inclusive Collection wellness philosophy (mindfulness, transformation, luxury, and intentional living) while resonating with a highly engaged community.

Our Approach

Alliance Connection identified Koya Webb — renowned motivational speaker, wellness leader, yoga instructor, and life coach — as a natural extension of the brands’ DNA.

Through a strategic brand ambassadorship, Koya:

• Led immersive wellness programming at Zoëtry’s Mind, Body + Sol retreats

• Experienced and documented elevated stays at Secrets Resorts

• Amplified key brand moments, including the Deepak Chopra press event

• Created high-impact social storytelling that merged luxury hospitality with holistic living

This ambassador model allowed the brands to move beyond traditional influencer marketing into sustained, trust-driven advocacy.

Our Impact

The ambassadorship generated meaningful reach and reinforced brand credibility within the wellness and luxury travel space. Koya’s authentic voice and authority in the wellness space positioned Zoëtry and Secrets not simply as places to stay, but as destinations for transformation, restoration, and intentional travel.