Hyatt Hotels Corporation has launched "World of Hyatt," a new global platform focused on building personalized experiences to promote understanding through travel. The initiative, an effort to affirm Hyatt's commitment to building genuine experiences and engaging guests in a meaningful way, launches March 1.
"World of Hyatt is an expression of who we are," says Mark Hoplamazian, president and chief executive officer of Hyatt Hotels Corporation. "It's a platform powered by our purpose -- caring for people so they can be their best -- and it inspires how we engage with guests, interact with colleagues and owners, and operate our business. Importantly, it's designed to deepen our relationship with our community beyond traditional hotel stays."
The World of Hyatt loyalty program includes more tiers and more ways to earn status, which allows for more meaningful rewards and benefits for members. The tier names -- Discoverist, Explorist, and Globalist -- reflect the aspirations of members as they travel and expand their world.
"We listened and reimagined our loyalty program to emphasize more meaningful rewards and benefits at every level," says Jeff Zidell, senior vice president, loyalty, Hyatt. "More than just great locations, luxurious rooms, and amenities, World of Hyatt is about connecting you to the people, places, and experiences at the heart of your world."
World of Hyatt is also collaborating with non-profits Learning AFAR and No Barriers USA to support a program designed to inspire transformational learning. Working with Chicago's public schools, World of Hyatt will offer a program allowing students to participate in an immersive four- to six-month curriculum that teaches students how to overcome obstacles, live a life of purpose, and give back to the world, culminating in a 10-day excursion to Costa Rica.
Hyatt also turned inward to bring the story to life. Hyatt colleagues around the world wore Spectacles by Snap to offer a perspective of the world through their eyes. Their stories have been woven together and will be shared internally and externally through social media and other channels.
An integrated marketing campaign supporting the launch will debut during Sunday's 89th Oscars broadcast, leveraging a series of personal vignettes. The anthem features Grammy-nominated artist Andra Day singing the Burt Bacharach tune "What the World Needs Now is Love." The global campaign will extend across TV, digital, social, in-hotel, print, and events throughout 2017, with an emphasis on the United States, China, and India.