Hyatt launches new global brand platform

Hyatt has unveiled “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.”

The new brand platform launch coincides with new World of Hyatt loyalty program updates enabling members to earn more, have more choice in rewards and gift rewards to others.

“Our guests have told us that they are looking to be more present and have meaningful experiences when they travel,” said Laurie Blair, VP, global marketing, Hyatt. “In trying to fit everything into our busy lives, we tend to sacrifice authentic connections—to loved ones, colleagues and even ones’ self—resulting in a renewed need to help our guests focus on the here and now. “The ‘Be 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.”

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 more ways for guests to care for their well-being. 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 experts, bringing guests global, in-room access to 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 more than 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.
  • 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 well-being 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 well-being experiences to support guests’ personal well-being journeys.