Be More Here: Hyatt's Global Brand Platform Redefining the Travel Experience
In the fast-paced world of travel, Hyatt is introducing a transformative global brand platform, "Be More Here," designed to inspire a mindful and immersive approach to the travel experience. Published alongside the expansion of Hyatt's World of Hyatt loyalty program, the campaign invites travelers to embrace the present moment and reap the rewards of a more connected journey.
Embracing the Present: "Be More Here" encapsulates Hyatt's commitment to encouraging consumers to be present, a philosophy that resonates strongly in a time when 40% of Americans express their intent to travel more in 2024. The campaign extends across diverse channels, including paid media on social, digital, and video platforms, Hyatt's owned channels, out-of-home placements in travel hubs, and various on-property touchpoints.
World of Hyatt Milestone Rewards: Central to the "Be More Here" platform is the newly expanded World of Hyatt Milestone Rewards loyalty program. As brands navigate the changes associated with the phasing out of third-party cookies by Google, loyalty programs become pivotal in enhancing first-party data. The expanded program offers additional perks, providing guests the opportunity to earn free nights, enjoy suite upgrades, and share loyalty perks, making the travel experience even more rewarding.
Wellness and Mindfulness Integration: Hyatt's commitment to well-being and mindfulness is evident through strategic partnerships with Headspace and MasterClass. Guests on the World of Hyatt app can access complimentary relaxing sounds from a premium colored noise collection, fostering relaxation and tranquility. The brand's focus on Find Experiences, promoting over 500 well-being experiences in 55 locations, further underscores Hyatt's dedication to holistic traveler well-being.
MasterClass Collaboration: A groundbreaking collaboration with MasterClass adds an educational dimension to the travel experience. Curated content on health and wellness will be available to guests at over 350 Hyatt properties, with the partnership kicking off at the Sundance Film Festival. This initiative not only enriches the guest experience but also aligns with Hyatt's emphasis on rekindling the art of connection.
Elevating Luxury Offerings: As part of its ongoing expansion, Hyatt has recently announced over 35 luxury properties across its Timeless, Boundless, Independent, and Inclusive Collection brands. The acquisition of Mr & Mrs Smith further enhances Hyatt's portfolio, unlocking direct bookings to hundreds of additional luxury and boutique properties worldwide.
"Be More Here" marks a significant stride for Hyatt in redefining the travel experience, placing mindfulness, connection, and rewarding loyalty at the forefront. As travelers embark on their journeys, Hyatt's global brand platform invites them to not just travel but to be present, be rewarded, and be immersed in a world where every moment matters.