Hyatt Hotels Corp. on Thursday officially announced the launch of World of Hyatt, a new global platform that it says is “grounded in the simple idea that a little understanding goes a long way.” The loyalty program attached to the program launches on March 1.
The new platform is intended to reflect Hyatt’s purpose and reaffirms its commitment to “building genuine and trusted experiences and engaging its community of loyalists in a way that is meaningful to them.”
“World of Hyatt is an expression of who we are,” said Mark Hoplamazian, president and chief executive officer, Hyatt Hotels Corp. “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 launch of World of Hyatt is supported by an integrated marketing campaign, “For a World of Understanding.” The campaign will debut its anthem spot with a universal message during the 89th Oscars broadcast, leveraging a series of personal vignettes that speak to the power of understanding. The anthem features GRAMMY-nominated recording artist Andra Day singing, “What the World Needs Now is Love.”
“The work on World of Hyatt was driven by a simple insight about the human heart – that the greatest longing is to know and be known, to understand and be understood,” said Maryam Banikarim, global chief marketing officer, Hyatt. “This platform is about the power of a little understanding. Listening, noticing each other, extending a thoughtful gesture – can make all the difference. This is how we connect on a deeper level – to inspire irrational loyalty.”
The World of Hyatt loyalty program will go live on March 1. The tier names – Discoverist, Explorist, Globalist – reflect the aspirations of members as they travel and expand their world, and provide more ways to earn free nights.
To further market its new program message, Hyatt also turned to Hyatt colleagues around the world, who wore Spectacles by Snap Inc. to offer a perspective through their eyes. Their stories have been woven together and will be shared internally and externally through social media and other channels. Additional original content from World of Hyatt will debut throughout the year.
To further promote understanding through travel, Hyatt and AFAR, a company that was founded on the notion that travel brings about understanding, are preparing an immersive once in a lifetime excursion to Tokyo. More details will be announced soon.
Hyatt is also collaborating with non-profits, Learning AFAR and No Barriers USA, to support a program designed to inspire transformational learning. Students who might not otherwise have the chance will be given an experience “designed to help them better understand themselves and the world around them.” World of Hyatt is supporting Chicago Public School students to participate in an immersive 4-6 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. Upon return, students have the opportunity to demonstrate leadership as they share their learnings from this expedition with their school and community.