- Hyatt launched a latest global brand platform, “Be More Here,” meant to encourage consumers to be more present, according to a press release. The effort launches alongside the hospitality brand’s newly expanded World of Hyatt loyalty program.
- “Be More Here” spans paid media across social, digital and video, Hyatt’s owned social and digital channels, out-of-home placements in travel hubs, like airports, and multiple on-property touchpoints. Partnerships with MasterClass and Headspace are also included.
- New loyalty perks include the power to earn free nights, enhance a visit through suite upgrades or added experiences and the choice to share loyalty perks.
Hyatt is kicking off the yr by encouraging consumers to embrace wanderlust while being more rewarded, mindful and immersed, a mindset it’s promoting through travel. The effort comes as 40% of Americans express that they plan to travel more in 2024.
Central to the advantages touted as a part of the “Be More Here” platform is the newly expanded World of Hyatt Milestone Rewards loyalty program, which now has a slew of additional perks. The expanded program comes as Google begins phasing out third-party cookies, which could see brands increase their concentrate on loyalty programs in hopes of boosting their first-party data around customers.
“Be More Here” also has a robust emphasis on well-being and mindfulness. A partnership with Headspace offers guests on the World of Hyatt app a complimentary sampling of relaxing sounds from a premium coloured noise collection. The profit can be available on the in-room television at greater than 350 properties. Additionally, the brand has increased its concentrate on its Find Experiences, launched in 2022, which promote quite a lot of well-being experiences. Currently, there are over 500 experiences in 55 locations.
A partnership with MasterClass, the streaming platform that educates users on quite a lot of topics, like health and wellness, includes making curated content available to guests at over 350 properties. The partnership will kick off on the Sundance Film Festival, held from Jan. 18-28, with a hearth chat on the World of Hyatt activation space with MasterClass instructor Issa Rae.
“[‘Be More Here’ is] just one other way we’re differentiating and elevating World of Hyatt by emphasizing guests’ needs and specializing in rekindling the art of connection,” said Laurie Blair, vice chairman, global marketing, Hyatt in release details.
The activation comes as Hyatt is expanding its luxury offerings, recently announcing over 35 luxury properties across its Timeless, Boundless, Independent and Inclusive Collection brands. The hospitality brand also recently acquired Mr & Mrs Smith, which can unlock direct bookings to tons of of additional luxury and boutique properties, even in countries without Hyatt hotels, according to the press release.
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