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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.