Dive Brief:
- Hyatt Hotels Corporation unveiled the “Be More Here” global brand platform last week, aimed at providing guests with “more ways to experience wellbeing in more destinations,” the company announced.
- The platform provides guests with hotel offerings “curated to support their individual wellbeing journeys,” Hyatt said, including in-room access to MasterClass lessons and relaxation content from Headspace. The launch coincides with Hyatt’s rollout of new benefits offered through its World of Hyatt loyalty program.
- The platform launch comes as travelers increasingly seek experience-based trips, as well as travel options centered on well-being.
Dive Insight:
Hyatt’s guests have expressed that they are “looking to be more present and have meaningful experiences when they travel,” which drove the Be More Here platform launch, Laurie Blair, vice president of global marketing at Hyatt, said in a statement.
With the platform, Hyatt is making a “continued commitment to updating current experiences and offering new ones that will enable stronger connections,” the company said.
New offerings include a sampling of “relaxing sounds” from meditation app Headspace, available on in-room televisions at more than 350 Hyatt properties across the U.S., Canada and Mexico. According to Hyatt, the offering will help guests focus, unwind and sleep.
Guests at the participating locations will also have access to in-room MasterClass lessons, as part of the first-ever hospitality collaboration with the online education subscription platform. The amenity will give guests a way to “learn and grow through curated content” while on vacation, Hyatt said, with classes on health and wellness, arts and entertainment, business, culinary skills and more.
In November, Hyatt made a similar bet on experiential travel with a creative campaign for its luxury lifestyle hotel brand Andaz. The “Be Like No One’s Watching” campaign aimed to encourage “imaginative travel through distinct, local experiences,” the company said.
Demand for luxury and experience-based travel is expected to grow in 2024, hospitality experts shared with Hotel Dive.
