In our previous article, we learned about the interesting marketing strategy of Marriott International – a well-known brand and the world’s leading lodging company. In this blog, we are going to elucidate the marketing strategy of Hyatt – the world’s leading hospitality company.
The objective is to gain insights and knowledge about the transition of Hyatt House to Hyatt House Corporation and how it became successful in India and the world and its growing high potential hospitality in India.
Marketing is the DNA of any company or luxury brand. Well-planned marketing strategies can make a company successful and the absence of them can highly affect its growth. Therefore, marketing plays an important role in this digital world. So, if you want to learn about Digital Marketing then you can check out our free masterclass on Digital Marketing by the CEO and Founder of IIDE, Karan Shah.
We will learn about the marketing strategy of Hyatt hotel thoroughly in this blog. But before diving into its nuances, let us first know about the company’s story, digital presence, and target audience.
About Hyatt – Company Overview
The root of Hyatt goes deep down to 1957 when it was founded by Jay Pritzker. At that time, it was next to the Los Angeles International Airport. Later, in 1962, it became a public company and in 1968, Hyatt International was formed. On 31 December 2004, Hyatt Corporation and Hyatt International Corporation were integrated which is now known as Hyatt Hotels Corporation.
But the most important thing is that Hyatt was built by the family. With its headquarters in Chicago, it is the quintessence of caring for the people for being their best. It is this feature that has made Hyatt one of the top hospitality in the world. In 2022, Hyatt’s property included more than 1,150 hotels in 70 countries of the world.
Hyatt embraces the differences to thrive for the betterment. In 2021, Hyatt announced the possession of Apple Leisure Group which includes 100 hotels across 10 countries of the world. It has hired more than 36,000 employees who have helped it to acquire this position globally.
| CEO | Mark Hoplamazian |
|---|---|
| CMO | Maryam Banikarim |
| Area Served | Worldwide |
| Industry | Hospitality, Travel, Tourism |
| Market Share/ Revenue | $3.03 billion in 2021 |
| Vision | To deliver distinctive experiences for our guests. |
| Tagline | Feel the Hyatt Touch. |
Marketing Strategy of Hyatt
Now let’s have a look at the marketing strategy of Hyatt hotel and know more about its marketing campaign and much more.
Segmentation, Targeting, and Positioning
The target audience of Hyatt is diversified. It mainly includes family travellers, business travellers, road travellers, corporations that conduct meetings, luxury travellers, and others. It ranges from teenagers to elderly people, from families spending their vacations to businessmen travelling for business purposes. It provides both domestic and international services depending upon the needs.
The targeting is based on the income level of its customers. Thus, the marketing strategy differs in every section. To make it appealing to all income groups of people, it provides services such as 3-star, 4-star as well as 5-star to give the best experience to its customers.
Internationally, Hyatt is growing swiftly in India as well. It has gained all this because it gives priority to customer service. With that, it cares for all the communities and embraces differences. It gives immense importance to the culture and traditions.
Marketing Campaigns
The most inspiring and successful marketing campaign was one amidst the lockdown in 2020. It was a simple message “Our doors have been open for 60 years. They’ll be open when you come back”.It assures that its door is always open for its guests and customers no matter what the situations are, and will always meet their expectations.
This campaign amidst the crisis had gained reliability and built trust. It suggested that the customers are equal in the time of Covid-19 and their safety is the priority of Hyatt. It had stopped its several operations and made work reductions for some time to ensure the safety of the staff as well as guests. This was done to emerge stronger from the time of crisis and recover well when everything goes back to its place.
In 2015, Hyatt organized a campaign named ‘‘Make the Most of Being Away’’. This was a multi-million dollar campaign to extend its brand in India. It focused on people going on vacations to spend time with their family in peace away from work and household chores. Therefore, this campaign urged the guests and visitors to ‘‘Make the Most of Being Away’’. Hyatt provides everything of need in one place like excellent food, spas, banquettes, a golf club, and much more.
It assures that Hyatt not only understands their needs and wants but agrees and cares for same. Not to mention, the base of Hyatt was led by the family thus, it tries to make them feel at home when they are miles apart from it. This campaign also celebrated the 50-year history of Hyatt and its success in the hospitality business.
To target more customers, Hyatt introduced a mobile advertising campaign. This campaign aimed to increase the booking of Hyatt Hotels. The people who are trying to access the Wi-Fi of the airport were the ones to whom the ads were targeted. Though a fee was charged to access the Wi-Fi facility, it was given for free in exchange for watching a short video of Hyatt Hotels.
This campaign was delivered by JiWire’s Mobile Ads. JiWire had reported that British Airways and Hyatt had seen an engagement rate of 38 percent while the video completion rate was 67 percent. This campaign proved to be useful in driving engagement and increasing the number of customers.
Social Media Marketing
Hyatt is active on various social media platforms like Twitter, LinkedIn, Facebook, and Instagram. It has the following number of followers on various social media platforms:
Facebook- 202K
Instagram- 249K
LinkedIn- 334K
Twitter- 88.9K
It has a huge follower base on LinkedIn than on Instagram and at last on Twitter. This difference arises because LinkedIn is a professional social media place where promotional posts are shared.
Now, social media marketing for hotels is a little different than for normal businesses. If you want to know what SMM tricks will help a hotel gain engagement on its social media channels then this video may help.
SEO Strategies
According to the SEO algorithm, keywords below 500 are considered bad, above 1000 are better while 10,000+ is considered amazing. As www.hyatt.com has 1,578,988 organic keywords which are more than incredible. This shows that it has adopted a good SEO strategy which is providing good results.
With that, organic traffic is 11,125K per month which is mind-blowing. Hence, it does not need to improve its SEO strategies because it is already ranking at the top of the search engine result page.
Influencer Marketing
Influencer Marketing is one of the great ways to promote any brand, and that’s what Hyatt has adopted. It has collaborated with many bloggers and digital creators. All of them have a base of more than 50K to 200K. These include Leesh Brock, Laolu Onabanjo, Michelle Halpern, Oskar and Dan, and many others. They promote Hyatt so that it can get more popularity and customers as well.
Mobile Apps
If one is looking forward to spending a holiday in Hyatt and making it memorable then Hyatt has made it more convenient than ever. There are many mobile apps of Hyatt that can help one to book the tickets as per the plans. Some of these are World of Hyatt, Hyatt Dining Club, Hyatt Meetings, Hyatt Trainings, Dine at Hyatt Jakarta, and many others.
Ecommerce Strategies
Talking about eCommerce strategies, Hyatt promotes its services with special offers on its website. Besides that, it provides an opportunity to earn bonus points for qualifying stays in Hyatt hotels in Asia Pacific and America. Not only that, by becoming a member one can grab the benefit of the member rate at Hyatt hotel.
Content Marketing Strategies
Hyatt posts regularly on social media. Its contents are mostly promotional about collaboration, awareness messages, and much more through blog posts, social media posts, and press releases. The most common platform to post this type of content is Instagram and Facebook whereas blog posts can be found in Hyatt’s Newsroom.
This ends with an elaborative marketing strategy of Hyatt. Let us conclude our learning below from the marketing strategy of Hyatt.
Conclusion – What’s Unique in Hyatt’s Marketing?
From the marketing strategy of Hyatt, we can say it’s gaining popularity for its best hospitality services around the globe. This is because it started with family and caring for people is its priority and this has made it the leading hospitality in the world. It has adopted the best digital marketing strategies which are helping it to top the hospitality services.
With time, everything has gone digital whether purchasing clothes, attending a class, or sending gifts and there are future trends toward it. The importance of digital marketing is increasing with time. A well-planned strategy using the right skills can make up or even destroy a brand image and can even lead to a loss.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Hyatt has given you a good insight into the company’s marketing strategies.
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