Women Give Hyatt an Earful Via 'Listening Loop'

Hotel rethinks its rooms, ads based on feedback

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

Hyatt is making its first outreach to female travelers as part of a broader behavioral shift in how the hotel operator views marketing.

While the new campaign has traditional, targeted media, a major element is an ongoing, real-time dialogue with guests via Branch, Facebook and Twitter.  

“When we started testing ads in focus groups, women said they loved that we were listening to them. So, we think our work is actually just beginning by having conversations,” said John Wallis, Hyatt's global head of marketing and brand strategy.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in