New Platform Celebrates Purpose, Experiences,
and Loyalty
Hyatt Hotels Corporation (NYSE: H) today announced the launch of
World of Hyatt, Hyatt’s new global platform grounded in the simple
idea that a little understanding goes a long way. This reflects
Hyatt’s purpose and reaffirms its commitment to building genuine
and trusted experiences and engaging its community of loyalists in
a way that is meaningful to them.
“World of Hyatt is an expression of who we are,” said Mark
Hoplamazian, president and chief executive officer, Hyatt Hotels
Corporation. “It’s a platform powered by our purpose – caring for
people so they can be their best – and it inspires how we engage
with guests, interact with colleagues and owners, and operate our
business. Importantly, it’s designed to deepen our relationship
with our community beyond traditional hotel stays.”
Launching an Ambitious
Campaign
The launch of World of Hyatt is supported by an unprecedented
integrated marketing campaign, “For a World of Understanding.” The
campaign will debut its anthem spot with a universal message during
the 89th Oscars® broadcast, leveraging a series of personal
vignettes that speak to the power of understanding. The anthem
features GRAMMY-nominated recording artist Andra Day singing, “What
the World Needs Now is Love,” the timeless song from Hal David
(lyrics) and Burt Bacharach (music composition). The 30-second
anthem spot can be seen here: https://youtu.be/Jzf-bjsGIyE.
“The work on World of Hyatt was driven by a simple insight about
the human heart – that the greatest longing is to know and be
known, to understand and be understood,” said Maryam Banikarim,
global chief marketing officer, Hyatt. “This platform is about the
power of a little understanding. Listening, noticing each other,
extending a thoughtful gesture – can make all the difference. This
is how we connect on a deeper level – to inspire irrational
loyalty.”
“What made me want to work with Hyatt is the campaign itself.
It’s an incredible message and my heart is of the same kind,” said
Andra Day. “I hope this allows people to realize that if you are
willing to understand and to listen, then you actually can be
understood, because it creates a desire in other people to want to
hear you as well.”
Created by MullenLowe, the spot was filmed earlier this year in
Thailand, Morocco and Spain, and explores how people from different
cultures unite through simple human connections.
“We knew there was a great opportunity to not only craft
something very honest, authentic and true to the Hyatt brand but
also create something resonant at a time when the world really
needs it,” said Tim Vaccarino, executive creative director,
MullenLowe. “It’s the small things that can have an amazing impact,
things everyone is capable of; a knowing glance, a smile, an
outstretched hand. These things transcend race, language and
culture.”
The global campaign will extend across TV, digital, social,
out-of-home, in-hotel, print, and events throughout 2017 with an
emphasis in the United States, China and India.
Building Meaningful
Experiences
World of Hyatt is building personalized experiences to promote
understanding through travel. These experiences are designed to
bring the World of Hyatt community together to learn, connect and
celebrate the world. Collaborating with AFAR, a company that was
founded on the notion that travel brings about understanding,
allows World of Hyatt a way to engage guests beyond traditional
hotel stays.
World of Hyatt and AFAR are preparing an immersive once in a
lifetime excursion to Tokyo. The three-day experiential itinerary
will provide unparalleled access to the city in a way that will
create unforgettable memories and relationships. More details will
be announced soon.
Putting Empathy Into
Action
There is interest from the World of Hyatt community to “pay it
forward.” To this end, World of Hyatt is collaborating with
non-profits, Learning AFAR and No Barriers USA, to support a
program designed to inspire transformational learning. Students who
might not otherwise have the chance will be given a life-changing
experience designed to help them better understand themselves and
the world around them.
World of Hyatt is supporting Chicago Public School students to
participate in an immersive 4-6 month curriculum that teaches
students how to overcome obstacles, live a life of purpose and give
back to the world, culminating in a 10-day excursion to Costa Rica.
Students will explore the country’s unique culture to foster
personal growth and leadership skills, enabling them to see what is
possible in their lives and how they can contribute their best to
the world. Upon return, students have the opportunity to
demonstrate leadership as they share their learnings from this
transformative expedition with their school and community.
Reimagined Loyalty
Program
The World of Hyatt loyalty program will go live on March 1. The
new program was announced in October to provide existing members a
clear view into the changes. With understanding as the guiding
principle, the loyalty program was designed based on listening and
taking action. There are more tiers and more ways to earn status,
which allows for more meaningful rewards and benefits for members.
The tier names – Discoverist, Explorist, Globalist – reflect the
aspirations of members as they travel and expand their world. And
the rewards and benefits, such as providing more ways to earn free
nights, reflect what matters to them most.
“With World of Hyatt, we don’t just want to welcome you to our
world, we want to understand yours,” said Jeff Zidell, senior vice
president, loyalty, Hyatt. “We listened and reimagined our loyalty
program to emphasize more meaningful rewards and benefits at every
level. More than just great locations, luxurious rooms and
amenities, World of Hyatt is about connecting you to the people,
places and experiences at the heart of your world.”
Seeing The World Through Others
Eyes
Hyatt also turned to the Hyatt family to bring its story to
life. Hyatt colleagues around the world wore Spectacles by Snap
Inc. to offer a perspective of the world through their eyes. Their
stories have been woven together and will be shared internally and
externally through social media and other channels. Their stories
can be seen here: https://youtu.be/Ced5P7proZE.
Additional original content from World of Hyatt will debut
throughout the year.
For more information about World of Hyatt, please visit
www.hyatt.com/understanding.
The term “Hyatt” is used in this release for convenience to
refer to Hyatt Hotels Corporation and/or one or more of its
affiliates.
About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading
global hospitality company with a portfolio of 13 premier brands.
As of December 31, 2016, the Company's portfolio included 698
properties in 56 countries. The Company's purpose to care for
people so they can be their best informs its business decisions and
growth strategy and is intended to create value for shareholders,
build relationships with guests and attract the best colleagues in
the industry. The Company's subsidiaries develop, own, operate,
manage, franchise, license or provide services to hotels, resorts,
branded residences and vacation ownership properties, including
under the Park Hyatt®, Miraval®, Grand Hyatt®, Hyatt Regency®,
Hyatt®, Andaz®, Hyatt Centric®, The Unbound Collection by Hyatt™,
Hyatt Place®, Hyatt House®, Hyatt Ziva™, Hyatt Zilara™ and Hyatt
Residence Club® brand names and have locations on six continents.
For more information, please visit www.hyatt.com.
Forward-Looking Statements
Forward-Looking Statements in this press release, which are not
historical facts, are forward-looking statements within the meaning
of the Private Securities Litigation Reform Act of 1995. Our actual
results, performance or achievements may differ materially from
those expressed or implied by these forward-looking statements. In
some cases, you can identify forward-looking statements by the use
of words such as “may,” “could,” “expect,” “intend,” “plan,”
“seek,” “anticipate,” “believe,” “estimate,” “predict,”
“potential,” “continue,” “likely,” “will,” “would” and variations
of these terms and similar expressions, or the negative of these
terms or similar expressions. Such forward-looking statements are
necessarily based upon estimates and assumptions that, while
considered reasonable by us and our management, are inherently
uncertain. Factors that may cause our actual results, performance
or achievements to differ materially from current expectations
include, among others, the rate and pace of economic recovery
following economic downturns; levels of spending in business and
leisure segments as well as consumer confidence; declines in
occupancy and average daily rate; the financial condition of, and
our relationships with, third-party property owners, franchisees
and hospitality venture partners; the possible inability of
third-party owners, franchisees or development partners to access
the capital necessary to fund current operations or implement our
plans for growth; risks associated with potential acquisitions and
dispositions and the introduction of new brand concepts; changes in
the competitive environment in our industry, including as a result
of industry consolidation, and the markets where we operate;
general volatility of the capital markets and our ability to access
such markets; and other risks discussed in the Company's filings
with the U.S. Securities and Exchange Commission, including our
Annual Report on Form 10-K, which filings are available from the
U.S. Securities and Exchange Commission. These factors are not
necessarily all of the important factors that could cause our
actual results, performance or achievements to differ materially
from those expressed in or implied by any of our forward-looking
statements. We caution you not to place undue reliance on any
forward-looking statements, which are made only as of the date of
this press release. We undertake no obligation to update publicly
any of these forward-looking statements to reflect actual results,
new information or future events, changes in assumptions or changes
in other factors affecting forward-looking statements, except to
the extent required by applicable law. If we update one or more
forward-looking statements, no inference should be drawn that we
will make additional updates with respect to those or other
forward-looking statements.
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Russin RoyalHyatt312.780.2918Russin.Royal@hyatt.com
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