RAMA RAYANA

Since its launch in 2017, World of Hyatt has grown into a global loyalty program reflecting Hyatt’s expansion into luxury, lifestyle, and wellbeing. To keep up with this evolution, Hyatt needed a refreshed digital design system, one that felt more inviting, inspiring, and cohesive across all digital and physical touch points.

How might we encourage members to join, save, and earn more, while also engaging with promotions that build long-term loyalty?

TRAVEL HAS BECOME MORE ABOUT GOING SOMEWHERE, THAN TRULY BEING THERE.

Introducing a new global brand platform, Be More Here. We invite guests to not just visit, but to fully immerse themselves and be in the moment.

The strategy is rooted in a consumer truth––that in a world of distractions, Hyatt offers a rare chance to unplug, savor the moment, and feel truly present,especially when set against the backdrop of breathtakingly beautiful Hyatt properties across the globe.

01Cohesion with web, CRM, app and social.

02Transparency of loyalty offers and benefits.

03 Focus on guest experiences and connections

9% YoY growth in the hotel and resort portfolio, resulting in 130K+ rooms added worldwide

21% membership increase to a total of 48M members

14% YoY revenue growth to $6.99B

Built the loyalty program's digital design system from the ground up based on new branding. Designed customizable CRM templates (emails, push notifications) for faster turnarounds, and kept the site and app updated with campaign messaging.

The team evolved the graphic blue square logo by mirroring it with the new Be More Here tagline to create a subtle, hidden “H”, resembling a window into the World of Hyatt. This H-frame is displayed on all media types––instagram posts, email headers, website heroes, billboards, on-property marketing materials, etc.

PARTNERSHIPS & OFFERS FOR CRM, WEB, AND DIGITAL ACTIVATIONS

Mr & Mrs Smith is a curated collection of luxurious, boutique hotels and villas. With more than 850 MMS hotels now participating in World of Hyatt, members can earn rewards and benefits in some of the most distinctive destinations across the globe when booking through Hyatt.

World of Hyatt teamed up with Peloton to reward its members to earn 100 Bonus Points per workout, up to 1,000 points per month when they link accounts and complete a ride or row of at least 20 minutes. The collaboration outfits 800+ Hyatt properties with Peloton equipment and provides access to Peloton classes on guestroom TVs at nearly 400 properties for guest and member enjoyment.

Guests receive complimentary access to Headspace via in-room content, including short meditations for those with busy schedules, soothing sounds for a restful night’s sleep, expert guidance from former monk and Headspace co-founder Andy Puddicombe, and more.

Guests at participating locations have access to in-room MasterClass lessons, as part of the first-ever hospitality collaboration with the online education subscription platform. The amenity gives guests a way to “learn and grow through curated content” while on vacation with classes on health and wellness, arts and entertainment, business, culinary skills and more.