HYATT HOTELS CORPORATION
Hyatt Hotels Corporation (NYSE: H) handles the portfolio of 14 premier brands globally with more than 36000 employees who helped the company in becoming one of the renowned hospitality brands globally. It operates with formats such as hotels, vocational properties, resorts, residences and ownership properties. The company has more than 700 properties in its portfolio spread across 50 countries globally.
BRAND POSITIONING
SUSTAINABLE STRATEGY.
INCREASING EXPOSURE.
Hyatt uses man media channels to ensure customers are aware of their hospitality services. Talking about the promotion and market strategy, Hyatt have specially designed to build and maintain positive awareness, and brand value is it by word of mouth or by any other means.
This has been achieved Hyatt gaining high customer satisfaction and providing excellent Customer Relationship Management. They also several discounts and festive schemes which benefit to a certain extent to the customers. They reward loyalty to regular clients by their signature membership cards known as Hyatt Gold Passport accepted globally which fetches them extra discounts and additional perks.
Throughout the COVID-19 pandemic, we noticed a significant drop in the reservations that were being made, which resulted in a significant loss in revenue which was consistent with what was found throughout the hotels and hospitality industry. While much could not be done during the lockdown phase of the COVID pandemic, we were presented with an opportunity to solve two key solutions. What is the best reopening action plan & what is the best way to acquire customers during the recovery process of the pandemic?
SEARCH ENGINE OPTIMIZATION
Our team predicted that one of the best routes for customer acquisition would be leveraging proper organic marketing channels. We predicted a boom in search volume during the recovery process of the pandemic. What differentiates Rami Consulting Group from other marketing firms is the focus on data and analytics. We believe that every successful company of the future will be a data company, and we provide businesses the ability to collect, read, and capture data. Through previous data during the 2018-2019 period, we were able to recognize that we would see a significant uptick in search volume on keywords with high buyers intent. Specifically, keywords like "Resorts with best cleaning in + [CITY]" or "Best resorts during covid in + [CITY]". This is in addition to the traditional keywords surrounding resorts.
We promptly recommend a mix of a traditional SEO campaign and a Google my business optimization campaign. The primary reason that we recommended a mix of SEO & GMBO, is to lower our cost per customer acquisition as well as leveraging the existing brand that Hyatt featured.
DISPLAY ADVERTISING
Our understanding of the end consumer is the goal with developing a successful marketing strategy. To increase the D2C aspect of Hyatt, it is important to be in every step of the way when a consumer makes a decision for a hotel, especially when choosing a resort. This means increasing as many touch points as possible with the end consumer. With a quick analysis of our data reports, we were able to find that the average consumer considers 11 venues via impressions, and 4 venues in detail. With proper display retargeting, we featured a 33% higher revisit rate which led to a 4% increase in conversion rates on our ad campaigns. This is where Hyatt leveraged retargeting using advanced display advertising strategies to effectively target consumers.
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