Hyatt Launches First Dual-Branded Effort

Hyatt is launching its first dual-branded marketing effort for its Hyatt Place and Hyatt House units. 

In “You’ve Come Too Far to Settle Now,” Hyatt is doing away with the traditional select-service advertising: images of free breakfast and WiFi have been replaced with today’s business traveler and their unshakable drive.

The multimillion-dollar integrated marketing campaign from MullenLowe was inspired by the ambition and drive of modern business travelers, and aims to show them that they never settle for "good enough."

Hyatt found via consumer research that business travelers often have low expectations of select-service hotels and want a hotel that allows them to be as productive as possible while on the road, says Sandra Cordova Micek, senior vice president of global brands, Hyatt.



“We want to change that perception,” Micek tells Marketing Daily. “We want to show them that they never have to settle when it comes to their jobs, family and friends, so why settle when it comes to where they stay -- especially when they’re on the road so frequently.”

The majority of select-service hotel advertising has been based upon amenities or service offerings, such as free WiFi, breakfast and comfortable beds. 

“While these are incredibly important elements of a guest’s stay and ones that have helped the Hyatt Place and Hyatt House brands receive numerous accolades in the select service category, we wanted to take a more emotional approach with the campaign and connect with business travelers on a deeper, more meaningful level,” she adds.

The campaign will run through November and features out-of-home activations, print, online and podcast advertising, as well as social media and the brand’s first-ever #WhySettle Spirit Awards.

Hyatt will honor those who never settle with the debut of the #WhySettle Spirit Awards. From Oct. 5 to 25, colleagues, family and friends in the United States will be able to nominate individuals who best embody that “why settle” spirit -- someone with endless drive, traveling tirelessly to meet their goals and achieve that next big thing. Award recipients will have a chance to win a personalized prize and a two-night stay at Hyatt Place or Hyatt House hotel within the continental U.S.

“Each of the brands within Hyatt’s portfolio represents a different slice of the market and we are laser-focused on super-serving particular travelers and their needs,” Micek says. “For the Hyatt Place and Hyatt House brands, we made a strategic decision to market the brands together in this new campaign because we could leverage the brands’ strengths while at the same time directly appeal to the brands’ target guest, the business traveler.”


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