Dive Brief:
- Hyatt has partnered with Sonifi to provide hotel guests with in-room streaming of over-the-top (OTT) services like Hulu and Netflix, according to a press release. The "first-of-its-kind" streaming integration can be accessed through the World of Hyatt app and a Chromecast device.
- The system is set up to provide travelers with benefits including an in-home experience with their favorite apps, but also a level of security, with features like automatically logging users out when they checkout.
- Fourteen Hyatt hotels are already equipped with the new streaming capabilities, with plans for a broader rollout. "The World of Hyatt mobile app provides guests with a one-stop-shop of services to personalize their travel experience," said Jeff Bzdawka, SVP of global hotel technology at Hyatt, in a statement.
Dive Insight:
Hotel brands are always looking for ways to improve the customer experience, and digital technology continues to provide opportunity. In this case, Hyatt is capitalizing on the meteoric rise in popularity of OTT services like Netflix and Hulu, which are increasingly giving traditional TV a run for its money.
The move also arrives as part of Hyatt's new "World of Hyatt" brand platform, which got an extensive campaign, including behind-the-scenes access with Snapchat Spectacles, back in February. It will be interesting to see if the streaming service catches on more broadly, as it requires the World of Hyatt app to access.
In general, native brand apps are starting to lose traction, but might have a stronger foothold in sectors with a heavy bent toward loyalty such as travel. More interactions with Hyatt's app to access streaming might also give the hotel chain insights into what content its customers are most interested in.
Other recent examples of technology enhancing the travel experience include Marriott’s testing Alexa and Siri personal digital assistants to allow guests to control room elements like the temperature, lighting, drapes and TV.
