Hyatt wants to live the showbiz life, too

Hyatt “Hyatt Hotels is creating its own Web entertainment … pitting five families who will spend this summer competing against each other in group activities like hula dancing in Kauai and hot air ballooning in New Mexico,” Brandweek reports. Consumers can follow the contest (and vote for their favorite participants) on HyattAdventureChallenge.com. Hasn’t Hyatt traditionally positioned itself as somewhat high-end, offering “The Hyatt touch”? As in: A touch of class? Now Hyatt wants to be entertaining. Dictionary.com defines entertainment as an “agreeable occupation for the mind; diversion; amusement.” Watching dad dance the hula and mom swing from a hot air balloon doesn’t quite meet those criteria (particularly if they’re your mom and dad). A secondary definition of entertainment is “hospitable provision for the needs and wants of guests.” Perhaps Hyatt should leverage that strategy instead. Who knows, it could provide that special “touch” Hyatt’s always boasting about.

—Posted by David Gianatasio