Hyatt Launches New Global Brand Platform - Be More Here

Hyatt is unveiling “Be More Here,” a new brand platform that invites guests, members and customers to lean into the transformative powers of travel and be more present. In a fast-paced world of what's next and how to get there, World of Hyatt's people, places, spaces and experiences encourage guests to truly be in the moment. The brand platform launch coincides with new World of Hyatt loyalty program updates enabling members to earn more, have more choice in rewards, and even gift rewards to those they love. Encouraging meaningful connections, guests will find a robust list of offerings curated to support their individual wellbeing journeys Ð each with a unique approach to help them not only feel well but live well.

“Our guests have told us that they are looking to be more present and have meaningful experiences when they travel. In trying to fit everything into our busy lives, we tend to sacrifice authentic connections Ð to loved ones, colleagues, and even ones' self - resulting in a renewed need to help our guests focus on the here and now,” said Laurie Blair, vice president, global marketing, Hyatt. “The ÔBe More Here' platform encompasses a vibrant global portfolio of brands full of life and soul, and a loyalty program that rewards members for experiencing what this world has to offer. It's just another way we are differentiating and elevating World of Hyatt by emphasizing guests' needs and focusing on rekindling the art of connection.”

Whether encouraging guests to “Be More Wanderlust,” “Be More Rewarded,” “Be More Mindful” or “Be More Immersed,” the “Be More Here” platform will mark a new way for Hyatt to demonstrate care through its growing global portfolio, reimagined World of Hyatt program updates and unique wellbeing experiences.

Throughout January, the “Be More Here” platform creative will roll out across Hyatt's owned social and digital channels, paid media across digital, social and video channels, out-of-home advertisements in travel hubs like airports and on-property touchpoints like signage, brochures and in-room TVs.

Central to the “Be More Here” brand platform, Hyatt is providing even more ways for guests to care for their wellbeing. As a hospitality company focused on care, Hyatt takes pride in setting a new standard of wellbeing for travel, making sure every touchpoint is crafted with meaning and intent. Hyatt is making a continued commitment to updating current experiences and offering new ones that will enable stronger connections, including:

• MasterClass: Hyatt will offer the first-ever hospitality collaboration with MasterClass, the streaming platform where anyone can learn from the world's best, bringing guests global, in-room access to captivating lessons across a variety of subjects including health and wellness, arts and entertainment, business, culinary and more. The exclusive relationship will give Hyatt guests and customers a way to learn and grow through curated content available at 350+ properties across the world. In celebration of their collaboration, Hyatt and MasterClass will kick off at Sundance Film Festival 2024 with a fireside chat at the World of Hyatt activation space with MasterClass instructor Issa Rae. More details on in-room content including lessons from Issa Rae's class, currently available to MasterClass members, to come as the program launches globally in early 2024.
• Headspace: Hyatt became the only hospitality company to offer members and guests a complimentary sampling of relaxing sounds from Headspace's premium colored noise collection. Available within the World of Hyatt App and in-room television at more than 350 properties across the U.S., Canada and Mexico, these sounds can help guests focus, unwind and sleep.

• World of Hyatt FIND Experiences: Launched in 2022, Hyatt now has more than 500 global FIND experiences in 55 locations designed to support the wellbeing of guests and groups across all brands. From taking a traditional outrigger canoe trip in Maui to learning how to build a fire in the Berkshires, Hyatt properties are prioritizing thoughtfully crafted wellbeing experiences to support guests' personal wellbeing journeys.