Embracing Wanderlust: Hyatt's 'Be More Here' Global Brand Platform

The 'Be More Here' Brand Platform

Hyatt has unveiled its latest global brand platform, 'Be More Here,' marking a significant shift in the hospitality industry's approach to consumer engagement. This innovative initiative aims to inspire a heightened sense of presence and mindfulness among travelers, while simultaneously delivering an array of enticing loyalty perks. The platform, as described in a recent press release, encompasses a multifaceted marketing strategy, spanning paid media across social, digital, and video channels, as well as prominent placements in travel hubs such as airports. Moreover, Hyatt's strategic partnerships with MasterClass and Headspace add an enriching dimension to the 'Be More Here' experience, offering guests exclusive access to curated content and wellness resources.

The 'Be More Here' platform goes beyond the conventional realm of loyalty programs by instilling a holistic ethos that encourages travelers to fully immerse themselves in their journeys. By integrating wellness-focused activations and loyalty perks, Hyatt seeks to redefine the travel experience and foster a deeper connection with its guests. This initiative not only reflects a keen understanding of consumer preferences but also underscores Hyatt's commitment to enhancing every aspect of the guest's stay, from the moment of booking to the post-departure phase.

Elevating the Travel Experience

As travelers increasingly express a desire to embark on new adventures and explore the world, Hyatt's 'Be More Here' platform resonates with a growing societal shift towards mindful and immersive travel experiences. The platform's emphasis on wanderlust and mindfulness aligns with the evolving preferences of modern travelers, who seek to derive deeper meaning and fulfillment from their journeys. This strategic approach is not only timely but also reflective of Hyatt's proactive response to the evolving landscape of travel and hospitality.

At the heart of the 'Be More Here' platform lies the expanded World of Hyatt Milestone Rewards loyalty program, which introduces a host of enticing perks designed to elevate the guest experience. This expansion comes at a pivotal moment, as brands adapt to the impending changes in data privacy regulations. By enhancing its loyalty program, Hyatt aims to fortify its relationship with guests and gather valuable first-party data, thereby ensuring a more personalized and tailored approach to guest engagement.

Furthermore, the 'Be More Here' platform underscores Hyatt's commitment to well-being and mindfulness, as evidenced by its collaboration with Headspace, a renowned wellness app. Through this partnership, guests gain access to a selection of soothing sounds and mindfulness content, enhancing their in-room experience and promoting relaxation. Additionally, Hyatt's Find Experiences initiative, featuring an array of well-being activities, reflects the brand's dedication to offering diverse and enriching experiences that cater to the holistic needs of travelers.

A Paradigm Shift in Hospitality

The introduction of 'Be More Here' represents a paradigm shift in the realm of hospitality, signaling Hyatt's commitment to redefining the guest experience through innovative and purpose-driven initiatives. By placing a strong emphasis on mindfulness, wellness, and personalized engagement, Hyatt transcends the traditional boundaries of hospitality and embraces a forward-thinking approach that resonates with the evolving needs of modern travelers.

Laurie Blair, vice president of global marketing at Hyatt, aptly articulates the significance of 'Be More Here' as a testament to the brand's unwavering dedication to meeting guests' needs and fostering authentic connections. This sentiment underscores Hyatt's overarching mission to elevate the guest experience and create meaningful interactions that extend beyond the confines of traditional hospitality.

Moreover, the 'Be More Here' platform coincides with Hyatt's strategic expansion in the luxury segment, with the addition of over 35 luxury properties across its Timeless, Boundless, Independent, and Inclusive Collection brands. The recent acquisition of Mr & Mrs Smith further amplifies Hyatt's commitment to offering an unparalleled portfolio of luxury and boutique properties, thereby enriching the travel landscape and expanding the scope of direct bookings for discerning travelers.