Park Hyatt Set to Pick Agency

Park Hyatt Hotels, the luxury line of hostelries within the Hyatt Hotel chain, is close to naming an agency to market itself to upscale customers.

Cramer-Krasselt in Chicago handles Hyatt’s Chicago-based corporate account but is not expected to handle the Park Hyatt business. Dave Dudar, recently named director of Park Hyatt marketing, said he expects to name a shop shortly but declined to list contenders.

“We have not separated Park Hyatt from the rest [of the chain’s hotels] until recently,” Dudar said. “C-K has done work for Park Hyatt along the way.” Dudar made it clear that Hyatt is happy with C-K and “pleased with what they’ve done for the overall brand.”

The chain, however, wants a fresh voice for its luxury brand, which targets a customer wealthier than the average Hyatt habitué and possibly more technologically savvy, Dudar said.

Rooms at the Park Hyatt include DVD players, safes in which laptop computers can be kept while being charged and other high-tech features, Dudar said.

Park Hyatt competes against other upscale chains, including the Ritz-Carlton, the Four Seasons and the St. Regis.

Spending was not disclosed. Hyatt Hotels spent $26 million last year, $13 million through July of this year. A branding platform is expected early next year.

Dudar also said the Park Hyatt is looking to partner with a luxury-brand marketer.