HYATT 2015 TRAVEL
ADVISOR CAMPAIGN
Annie Ramsett, Jalon Rush, Jordan Miller, Robert
Nelson, and Zach Olafson
Objectives
1. Increase awareness of new Hyatt Travel Advisor
Program among travel advisors by 50% by
December 31, 2015.
2. Increase the amount of reservations done by travel
advisors across all Hyatt brands by 15% by
December 31, 2015.
Competitive Overview- Hilton
Brands
-Hilton
-Conrad Hotels and Resorts
-DoubleTree
-Embassy Suites
-Hampton Inn & Suites
-Hilton Garden Inn
-Hilton Grand Vacations
-Homewood Suites by Hilton
-Home2 Suites by Hilton
-Waldorf Astoria
Rewards Program
Relations with TA’s
-Earn double unlimited rewards dollars
through June 30th, 2015 at
participating properties.
- Four steps to cash rewards:
1. Enroll in Unlimited Budget
2. Complete qualified booking
and enter in membership
number.
3. Client stays at participating
Hilton Worldwide hotel.
4. Points are rewarded on
qualified bookings as cash
rewards on Unlimited Budget
Stored Valued MasterCard
Card.
- Receive up to 50% discounts when
travel agent books a Hilton family
worldwide hotel online.
-Website dedicated to valued travel
partners.
-Goal for website is to strengthen the
Hilton-agent relationships.
-Weekly commissions payment schedule
is fastest in industry.
-Unlimited Budget: Travel agent loyalty
program of Budget rent a car;
available to travel. professionals 18+.
-Unlimited Budget offers rewards in
addition to commission.
-Offers travel agent training: Hilton
Travel Professionals Program.
-99% of the 3,214 hotels participate in
centralized travel agency commission
program.
Competitive Overview- Marriott
Brands
-Marriott
-BVLGARI Hotels and Resorts
-The Ritz-Carlton
-JW Marriott
-Autograph Collection Hotels
-Renaissance Hotels
-AC Hotels Marriott
-Courtyard Marriott
-Springhill Suites Marriott
-Fairfield Inn and Suites
-Residence Inn Marriott
-TownePlace Suites Marriott
-Marriott Executive Apartments
-Gaylord Hotels
Rewards Program
-Book and Stay Program (Caribbean
and Mexico): Book 20 days, enjoy 3
free.
-Dollar Days (Double, Premium,Villa):
Book 4 nights between certain days
and receive an American Express Check
ranging from $25 to $500 ($500 check
requires five nights, rather than four, in
a villa).
-Fam-tastic Rates: Agent rates at
Caribbean and Mexico resorts start at
$89.
Relations with TA’s
- Separate Travel Agent website
(focused on promoting their 1000th
Courtyard Marriott).
-Appears that the Marriott Travel
Agent Rewards page has not been
revamped since 2009, similar to Hyatt
-Last November, Marriott instituted a
policy that granted free Wi-Fi to
customers who book through direct
channels. The American Society of
Travel Agents released a statement
arguing that this policy discriminates
against agents.
Competitive Overview- Starwood
Brands
- Four Points by Sheraton
- Sheraton
- Aloft
- W Hotels
- Le Meridien
- The Luxury Collection
- Element
- Westin
- St. Regis
Rewards Program
Relations with TA’s
- SPG: Starwood Preferred Guests
- Free Night Awards: redeem starpoints
for free stays without blackout dates.
- SPG Moments: VIP Access to sporting
events, culinary experiences, and
concerts.
- SPG Mobile App.
- SPG Pro: New. For meeting planners
and travel professionals to earn credit
toward elite status for personal and
professional bookings, all from one
account
- SPG Pro members earn points based
on revenue from their clients room
- SPG Pro: For Travel Professionals and
Meeting Planners.
- SPG Pro member earn starpoints for
the travel they plan for others and
meetings that they arrange.
- Commissions on booked rooms and
events
- Booking resources include SPG.com,
Starwood websites, Customer Contact
Centers, GDS
Hyatt SWOT Analysis
Strengths
 Myluxlist.hyatt.com: Personalized luxury experience
for Park Hyatt.
 Hyatt Concierge
 Great relations with Travel Advisors.
Opportunities
 Hilton and Marriott charge travelers a one-night's
room fee for stays not canceled by the day prior to
arrival.
 Hilton has greatly reduced its sales force
 Males use trip advisors for business but not as much
for leisure.
Weaknesses
 Travel Agent Rewards webpage has not been
updated since 2009.
 All competitors offer similar benefits to advisors.
Threats
 Marriott allows customers to pay via Apple Pay.
 Marriott offers best discounts to travel advisors.
 Only .5% of adults use a travel advisor for leisure in
2013, according to MRI+.
 Only .9% of adults use a travel advisor for business
in 2013, according to MRI+.
Who uses Travel Advisors?
In order to have a better understanding our customers, we want to
take time to learn about their customers.
Uses Travel Advisors for Personal Hotel Bookings- 0.5%
of Adults
Uses Travel Advisors for Business Hotel Bookings- 0.9%
of Adults
-60% Women/ 40% Men
-47.3% Graduated College Plus
-Occupation: Professional/Business Management.
-HHI: $50,000+
-Primarily live in the North East.
-24.3% Women/ 65.7% Men
-60.1% Graduated College Plus
-Occupation:Professional/Business Management.
-HHI: $75,000+
-Live across the country, primarily live in Top 10 media
markets.
Travel advisors rely on forming strong relationships with clients. If Hyatt can help travel advisors satisfy their clients, those
clients may be more inclined to use travel advisors more frequently.
All Data according to MRI+ 2013
Product Survey.
Phone Interviews
Respondents: Consumers over age 30 who travel 2-3 times per year
Questions:
1. Have you ever considered using a travel advisor in the past?
2. What added perks would you expect while using a travel advisor?
3. Would you be more likely to book with a travel advisor for business or
leisure trips? Why?
4. What added bonuses would make you more willing to book a trip using a
travel agent/advisor (late check-out, free wi-fi, room service, free
breakfast, early check-in)?
Responses
●
●
●
●
70% would use a Travel Advisor.
More likely to use an Advisor while traveling internationally.
More willing to use an Advisor if they offered clear benefits.
More willing to book through an Advisor for leisure trips.
● The more variables involved (airline tickets, children, etc.), the more likely
one is to utilize a Travel Advisor.
● Likely to use Advisors for itinerary assistance and advice.
● Expect Advisors to have a knowledge of the their destination.
Key Findings
● Most people use Travel Advisors for leisure.
● People would be more willing to use Advisors if
they knew they were getting more perks.
● People want to use an Advisor when they are
traveling to an area they are unfamiliar with, i.e.
international travel.
1-On-1 Interview
Conducted at Sunset Travel and Cruise in the Lincoln Park neighborhood of Chicago.
Questions:
1. How often do you take advantage of rewards programs for travel agents?
2. About how many hours a day do you spend working on your computer?
3. Do you look at most of your information online or through magazines? Why?
4. Which websites do you visit most?
5. What is your relationship like with the following…
a. Hilton
b. Marriott
c. Starwood
d. Hyatt
6. What are the benefits with working with a Travel Advisor rather than an online travel tool?
7. What types of clients do you typically work with?
8. Have you seen an increase or decrease of specific clients over the years?
Responses
●
●
●
●
Take advantage of rewards programs often.
Work on the computer for 8+ hours a day.
Visit hotel websites, venders, apple vacations.
Good relationships with all hotels mentioned.
o They do not prefer certain brands personally, it all depends on what the client
wants and location/destination.
o Park Hyatt in Chicago throws an annual event for travel agents called “The
Hyatt Games”.
 Travel agents get together for cocktails and games.
● Every hotel benefits from travel agencies.
o Certain hotel brands will pay for agents to travel to see their numerous
properties.
Responses (continued)
● “We are an advocate for you. We can do the little things for you that you cannot
do.”
o Give away certificates and upgrades due to their relationships with hotels.
● Business comes from 95% leisure.
● Tackle every demographic.
● Have not see a decrease of certain customers, but rather an increase from
millennials.
● Each travel agent specializes in a certain part of the world.
● Travel agents rely on good marketing to continue and grow their business.
● Keeps close relationships with clients.
o Sends out thank you cards for business.
o Sends email asking how they enjoyed their trip.
Key Findings
● Advisors enjoy “Hyatt Games” event thrown by the Park Hyatt
in chicago.
● Business comes from 95% leisure trips.
● Increase in millennial clients.
● Travel agents rely on marketing and word of mouth.
● Agents keep close relationships with clients.
Consumer Insight
If Travel Advisors knew that Hyatt was their partner
in providing an individualized and unique
experience for their clients, then they would be more
likely to book with them.
Media Strategy
● Print and digital creative executions.
● Focus primarily on digital- TA’s spend most 8 hours
of their day on the computer.
● Focus on print allocations that have a digital
presence and bonus distributions.
● Digital Flight: July-December
● Print Flight: August-December
Digital- Banners
All banners will directly link to the new Hyatt Travel Advisor site.
Digital- Suggested Sites
Place ads on websites that appeal directly to travel agents, such as:
TravelPulse.com
AgentAtHome.com
TravelAgentCentral.com
LuxuryTravelAdvisor.com
VacationAgentMagazine.com
Virtuoso.com
The campaign will begin with a heavy flight in July followed by a
continuous flight from August- December that will be enhanced by print
placements.
Digital- Emails
Use Questex Media Group in order to send out Emails blasts to
their database of Travel Advisors.
Google AdWords- CPC Bidding
● Maximum Bid CPC: $2.00
● Flight will run M-F from July 6- December 18
o Total: 120 Days
Copy
Hyatt Gold Passport- Reward Your Clients;
Reward Yourself
Hyatt Gold Passport- Your Gold Standards,
Our Gold Service
Sample Keywords
Golden passport, Hyatt rewards, Hyatt
rewards programs, Travel agent rewards,
Travel agent reward programs
Trade Media Print Opportunities
Publication Name
Amount of Subscribers
Travel Agent Magazine
48,000 Print and Digital Subscribers
Vacation Agent Magazine
26,763 Print and Digital Subscribers
Agent@Home
21,817 Print and Digital Subscribers
All print ads will be either Full Page or a spread, 4C, and placed on Cover 2
or Cover 4.
All print publications also have their magazines available digitally.
Print Flowchart
Print Ads
Print Spread
Website- Using
®
Alex
Technology
Website
Website
Website
Website
Budget Summary
Item
Cost
Creative
$50,000.00
Website
$100,000.00
Digital Media
$499,500.00
Print Media
$346,148.00
Total
$995,648.00