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Hyatt is perceived as a business stay hotel not as a leisure hotel.

Problem. Hyatt is perceived as a business stay hotel not as a leisure hotel. Target Audience. Demographics Male & Female 25-35 years of age There are 39,892,724 25-34 year old in US This makes up 14.2% of the population Age distribution on social networks and online communities:

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Hyatt is perceived as a business stay hotel not as a leisure hotel.

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  1. Problem Hyatt is perceived as a business stay hotel not as a leisure hotel.

  2. Target Audience Demographics • Male & Female 25-35 years of age • There are 39,892,724 25-34 year old in US • This makes up 14.2% of the population • Age distribution on social networks and online communities: 0-17: 5% 18-24: 16% 35-44: 25% 45-54: 19% 55-64: 6% 65+: 2% 1 25-34: 26%

  3. Target Audience INSIGHT Simplicity • Psychographics • Like simple policies and ways to book hotels • Communicate freqeuntly and shorter • Ask a lot of questions • Prefer quick e-mails and text messages • Prefer social media • Like group gatherings • Like social situations when on business • 20% of population under 32 make up 13% of total business travelers • “The online playing field has become so crowded, the information so fragmented and contradictory, we now spend more time planning trips than enjoying them. And yet we still manage to make lousy decisions. If things don’t get simpler soon, we’ll all run screaming back to travel agents.” 2 3 3

  4. Secondary Complaints: o Problems are horrific to deal with. o Hyatt is dishonest, deceptive and downright rude. o Rude unprofessional staff oHate the brand, only stay there for the stay credits. o Bad/pricey breakfast oLate breakfast start oNight shift workers don’t know what they are doing o Only one night worker usually 4 INSIGHT: Consumers want a friendly staff that will accommodate their needs at any hour for any service 5

  5. Secondary Reasons to stay at Hyatt: -New Hyatt Place chain has eliminated front desks and is making the check-in process increasingly self-service. -Hyatt offers multiple complementary items for customers to use, buy or borrow. Food & Dining -variety of freshly squeezed juices and smoothies -perfectly portioned with a make your plate option Hotel Amenities -Upgraded bath amenities Sourced by renowned dermatologist Dr. Kenet and spa guru June Jacobs Hyatt Gold Passport Earn up to 3,000 Hyatt Gold Passport bonus points after every three nights stay, up to 45,000 bonus points. Redeem points for free nights, room upgrades and now dining and spa experiences.” INSIGHT: Hyatt wants to shows travelers that their busy needs due to their busy lifestyle will be accommodated for. 6

  6. Secondary Hyatt advances: • Hyatt Park Tokyo & Hyatt Park Seoul gives guests free access to 2,300 international newspapers on their smartphones or tablets using the hotels wi-fi and app called PressFinder - Hyatt Park Tokyo rents guests a pocket-size mobile Wi-Fi connector to use with an iPhone, iPad, BlackBerry or laptop to make international calls and get Internet access wherever they go during their stay. • INSIGHT: • Most guests, especially younger ones who are used to having information at their fingertips, were comfortable with the transition to digital. 7

  7. Primary- Survey Demographics • 33 Respondents from across the US took part in our 27 question survey

  8. Primary- Survey Results When you hear the word 'hotel' you think: ROADTRIP VACATION 31% WORK OTHER 7% TRAVELLING 17% SHEETS LUXURY DIRTY COMFY BEDS 10% MARRIOTT SERVICE/ AMENITIES 14% HYATT BRAND NAME 20% SLEEP POOL ANNOYING CHECKOUTS HILTON RITZ CARLTON

  9. Primary- Survey Results

  10. Primary- Survey Results

  11. Primary- Survey Results Mark Torosian, 25, Manager John Boehmer, 24, Hotel Employee Alison P, 26, Event Planner Frank K, 26, Teacher Lindsey B, 28, Media Planning David M, 32, Self-Employed Giulia L, 30, Nurse Marah E, 31, Nurse/Mom Jennifer J, 35, Stay at Home Mom

  12. Primary- Survey Results INSIGHT -Easy -Accessible activities -Social Media Presence -Interactive service

  13. Consumer Insights If consumers knew that Hyatt was an equal amount of leisure and business they would be more inclined to book with Hyatt for leisure, not just business.

  14. Brand Imperatives Hyatt Logo Hyatt Harmony The Frame Business and Leisure Focus

  15. Communication Objectives Increase leisure bookings by 20% in the first 4 weeks Increase leisure bookings by 35% by week 8 Drive CTR from digital ads to Hyatt website by 3% Increase mobile interaction by 10% Increase social media following by 20%

  16. The Proposition & Selling Idea

  17. Support The science behind the left and right brain functions corresponds to Hyatt’s business and leisure brands.

  18. Creative Direction To cohesively merge business travelers and vacationers into a single campaign that has a simple message for both sides of a hotel stay.

  19. Creative Executions

  20. Billboard #1

  21. Billboard #1

  22. Billboard #2

  23. Billboard #2

  24. Bus Shelter (stand alone)

  25. Airport Banner

  26. Airport Billboard 1

  27. Airport Billboard 1

  28. Digital Banner Ad

  29. Facebook & Twitter https://www.facebook.com/pages/Hyatt-Harmony/132076430323720 https://twitter.com/HyattHarmony

  30. Mobile promotion • Business Traveler • Text “SUITS” to 49288 (or HYATT) before your important business meeting and you won’t have to worry about any calls or texts setting your phone off. After the meeting, text “DONE” to 49288 and receive a special promo code to redeem at the front desk of the Hyatt you are staying at. • Vacationer • Text “RELAX” to 49288 before you go to the spa, on a hike, canoeing, or whatever you do to relax. It’s your vacation. Your phone won’t make a peep until you are done relaxing. After you finish whatever activity you chose, text “DONE” to 49288 and receive a special promo code to redeem at the front desk of the Hyatt you are staying at.

  31. MediaPlacement • Outdoor • Chicago, Miami, Los Angeles, New York, and Dallas • Airports • Hartsfield-Jackson Atlanta International Airport • John F. Kennedy International Airport • O’Hare International Airport

  32. MEDIA IMPERATIVES

  33. MEDIA IMPERATIVES

  34. References • 1: http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/ • 2: http://www.nytimes.com/2012/06/19/business/travel-industry-adjusts-to-servethe-young-business-cohort.html?pagewanted=all&_r=0 • 3: http://reknown.com/2012/01/what-do-travelers-want-setting-hotel-and-travel-marketing-priorities-in-2012/ • 4: http://hyatt.pissedconsumer.com/ • 5: http://www.flyertalk.com/forum/hyatt-gold-passport/1273989-why-do-people-stay-hyatt- place.html • 6: http://www.experience.hyatt.com/#here-at-hyatt • 7: http://www.telegram.com/article/20130428/NEWS/104289973/1002/BUSINESS • www.bluelinemedia.com

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