• by Danielle Oster , October 24, 2024

Dek: The new program follows the initial launch of the “Discover Differently” campaign earlier this year.

The Destination by Hyatt Brand is leaning into its “Discover Differently” campaign messaging, with the introduction of a new program intended to appeal to multigenerational travelers, as they seek options that can appeal to everyone in their party.

The program includes features such as a family travel expert, dedicated itineraries, and a “Reunion Ready Kit” letting travelers borrow items at select properties -- like  snowball makers at The Lodge at Spruce Peak in Stowe, Vermont, and pickleball essentials at Hana-Maui Resort in Hawaii.

In addition to the aforementioned locations, the program also launches at six resorts including: Everline Resort & Spa Lake Tahoe (California); Suncadia Resort (Cle Elum, Washington); SCHLOSS Roxburghe (Scotland); and Wild Dunes Resort & Residences (Charleston, South Carolina), with amenities that include a full-service spa, low country tasting experiences, kid’s nights out and world-class golf courses.

The program arrives alongside new “Discover Differently” campaign elements running across print and digital channels such as YouTube. The brand is also promoting the “Roots To Reunion” program on its own internal channels.

“Many travelers look to spend more time with their loved ones in unforgettable destinations, but the process of planning can be overwhelming,”  Katie Johnson, vice president, global brand leader for Hyatt’s Independent Collection brands, said in a press release. “This insight was the spark behind the ‘Discover Differently’ brand campaign we launched this year and why we introduced the ‘Roots to Reunion’ program to address these potential challenges with what makes the hotels within the brand different: personalized guest experiences and enriching local offerings to help reignite familial connections.”