Dive Brief:

• Hyatt launched a new 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 ability to earn free nights, enhance a trip through suite upgrades or added experiences and the option to share loyalty perks.

Dive Insight:

Hyatt is kicking off the year by encouraging consumers to embrace wanderlust while being more rewarded, mindful and immersed, a mindset it is promoting through travel. The effort comes as 40% of Americans express that they plan to travel more in 2024.

Central to the benefits touted as 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 focus on loyalty programs in hopes of boosting their first-party data around customers. 

“Be More Here” also has a strong 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 colored noise collection. The benefit is also available on the in-room television at more than 350 properties. Additionally, the brand has increased its focus on its Find Experiences, launched in 2022, which promote a variety of well-being experiences. Currently, there are over 500 experiences in 55 locations.

A partnership with MasterClass, the streaming platform that educates users on a variety of topics, like health and wellness, includes making curated content available to guests at over 350 properties. The partnership will kick off at the Sundance Film Festival, held from Jan. 18-28, with a fireside chat at the World of Hyatt activation space with MasterClass instructor Issa Rae.

“[‘Be More Here’ is] just another way we are differentiating and elevating World of Hyatt by emphasizing guests’ needs and focusing on rekindling the art of connection,” said Laurie Blair, vice president, 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 will unlock direct bookings to hundreds of additional luxury and boutique properties, even in countries without Hyatt hotels, according to the press release.