Competitive StrengthsSales and Marketing
Building Brand Preference and Driving Revenue
Hyatt’s worldwide Sales and Marketing teams strive to build brand preference and drive revenue to our hotels. Our sales and marketing strategies are rooted in a comprehensive understanding of our customer segments, the current dynamics of the marketplace and the most effective use of new technology and media platforms.
Marketing Strategy and Analytics
Hyatt’s marketing strategy is designed to secure and build brand value and awareness while meeting the specific business needs of hotel operations. Building and differentiating the brand position of Hyatt and our sub-brands is fundamental to increasing Hyatt’s brand preference and demand, rate premium and related business imperatives. Hyatt is focused on targeting the distinct customer segments that each of our brands serves and supporting the needs of the hotels by thorough analysis and application of data and analytics.
We maximize the potential revenue of our existing customers and expand the number of new guests through a marketing approach powered by data and analytics. Sophisticated, quantitative strategic analytics and predictive modeling identify the most profitable customers, enabling Hyatt to leverage preference in all facets of marketing.
Electronic distribution channels are a key contributor to Hyatt's total reservations. As one of the most important interactions a guest may have with our brand, Hyatt.com is at the center of Hyatt’s worldwide sales and marketing efforts. We continually work to optimize the marketing effectiveness, brand experience and booking efficiency of our website in order to ultimately facilitate the online purchase process and drive revenue. We have created dedicated teams that focus on the functionality, architecture, design and content of the site, as well as on driving site traffic via integrated marketing communications (e.g., search engine optimization and marketing, social media, viral marketing, email programs and distributed content). Our Business Intelligence unit employs sophisticated analytics to increase digital marketing efficiencies and enhance our e-commerce performance.
Central Reservation System
Hyatt’s Central Reservation System is an important contributor to the performance of our hotels system-wide. Reservation centers are located in the United States, Australia, India, UAE, Germany, Japan and China to provide 24/7 access to prospective guests.
We work closely with our distribution partners to ensure that we maximize market share across all channels. These include traditional travel agencies, online travel agencies, opaque agencies and multiple user-generated sites that link back to Hyatt.com.
Hyatt also has extensive marketing relationships with all global and regional airlines.
With a team of over 100 individuals located in offices worldwide, our sales strategy continues to focus on maximizing Hyatt’s ability to grow top-line revenue.
As Hyatt expands its brand portfolio, our chain sales efforts include the Worldwide Sales Force (WWSF), focused on selling multiple brands to approximately 1,800 highly valued customers. Hyatt’s exclusive sales automation application (Envision) allows our WWSF and National Sales Force (NSF) to have a seamless, direct connection to functionality, including researching availability and booking business at all properties. With the addition of Hyatt Place and HYATT house, the dedicated Business and Leisure Travel Sales Force within our WWSF now focuses on corporate, wholesale and leisure accounts.
Through our group-oriented business expertise and worldwide reputation for convention hotels, Hyatt is a premier operator of conference hotels in primary and secondary cities around the globe. Benefiting from Hyatt’s powerful National Sales Force, these large, full-service conference hotels capitalize on advance-booking cycles and associated substantial catering revenue. Professional meeting planners continually rate Hyatt among their most preferred hotel brands. Planner Rewards, Hyatt’s specialized loyalty program for meeting planners, is a vital strategy for building and leveraging relationships with key customers across the network.
Hyatt’s properties and preopening sales offices are supported by a network of salespeople in key markets around the world. Our sales professionals represent all Hyatt destinations and focus on all relevant market segments. These include corporate accounts, M.I.C.E. accounts, key wholesalers, travel agencies and luxury travel specialists. Additional support is provided to our hotels with dedicated resources managing programs such as Virtuoso and American Express Fine Hotels & Resorts.
The network includes offices in New York, Chicago, Los Angeles, San Francisco, Washington D.C., Mexico City, London, Mainz, Sydney, Melbourne, Riyadh, Tokyo, Hong Kong, Singapore, Beijing, Shanghai, Pune, Bangalore, New Delhi and Mumbai, as well as additional coverage throughout Continental Europe. Each office is responsible for ongoing support of the Hyatt portfolio. Additionally, each office coordinates the presentation of Hyatt and Hyatt's sub-brands at important industry events and shows such as ITB, World Travel Market and Asia Luxury Travel Market. Hotels also have the opportunity to participate in annual Hyatt fairs and sales calls coordinated by each worldwide sales office. These events provide the hotels with face-to-face access to Hyatt's best existing and potential clients.