the park hyatt stephanie pavey “your guilty pleasure”
TRANSCRIPT
The Park HyattStephanie Pavey
“Your Guilty Pleasure”
Overview
Secondary ResearchThe Millennial
Generation• greatest improvements in financial
standing over the past three years• over 50% reporting improvement.
• greatest planned increases in overall spending
• desire to attain and reflect status
Millennials’ enthusiasm over their financial
improvement remained despite high youth
unemployment rates.
Secondary Research
Luxury Travel
• Emerging markets are expected to be key drivers of global luxury travel growth over the next five years
• Growing demand from business and leisure travelers
• Luxury hotels had highest value sales in 2012• strong economic performance • return of investment.
• Middle class consumers with disposable income• Boost demand for luxury hotels
worldwide.
The middle class consumer base is worth US$6.9 trillion
in annual spending.
Secondary Research
Competitors
• Total value sale for luxury hotels $57 billion US dollars.
• Intercontinental hotels and resorts lead luxury brands.
• Shangri-La recorded the strongest value sales growth in 2012, 13%,• Ritz-Carlton, 7%• Sofitel, 5%
Secondary Research
Social Media and Tech
• Increasingly important• engagement, feedback, loyalty.
• 72% of the wealthy are active Facebook members• increasingly use Twitter.
• Luxury travelers at forefront of technological innovations
“The dynamics of luxury travel have changed worldwide to welcome a younger consumer base, who
prefer brands with a voice and personality. “
Primary Research
•Age range 18-39
• 26% Male
• 74% Female
Primary ResearchWhat do you look for when booking a
hotel?
Primary ResearchHave you stayed at a Hyatt hotel? If so, what was your
experience like? If not, why?
Primary ResearchOne-on-One Interviews
• “I would spend the extra money if it was specific amenities that I would use for myself.”
• “Usually, when looking for a hotel I look to find one that is closest to the points of interest that I am visiting. Often times I do not even look at the hotel. “
• “I want it to feel like home. I like a spa, art and nice furniture that helps me to feel comfortable.”
• “ If I am at a hotel, I want the treatment. I like having room service, a spa and I like it to feel glamorous. “
Location
Clean
Amenities
QualityLook
Reviews
ServiceReputatio
n
Quiet
SWOT AnalysisStrengths Weaknesses
Opportunities Threats
• High brand awareness• World Renowned food and
chefs• Smaller in size
• Personalized• Modern• Attention to detail
• Tends to attract older audience
• Not accessible to the masses
• “Home away from home”• Negative Social Media
Presence
• Add more locations• Utilize social media
• Show target audience that the Hyatt is for them
• Cheaper prices offered by competitors
• Lack of awareness/young brand
• Too geared toward the business traveler
• Not enough new faces; only return customers
•The generation of “emerging aristocracy” is unaware of the multiple benefits that The Park Hyatt has in order to satisfy every indulgence they may have.
Problem:
Consumer Insight
• If men and women ages 18-39 knew that the Park Hyatt’s central locations allowed them to experience everything a city had to offer, they would be inclined to choose the Park Hyatt for a leisure getaway.
•Run in the summer, starting June 1, 2014
•12 Week run
•Focusing on Chicago as the primary location
Time Frame
• sophisticated, educated, fashionable and influential
• men and women ranging from age 18-39.
• travel an average of 1-2 times per year for leisure.
• HHI of $75,000 +
• willing to spend between up to $2500 on a weekend getaway.
• interest in amenities, local attractions and shopping
• appreciate feeling like their accommodations are personalized and unique
• exceptional customer service.
Media PlanTarget Audience
Media PlanPrint: Magazines
Vanity Fair
• One-page advertisement
• Four color
• Three consecutive issues
• Total around $192,156.
Media PlanPrint: Magazines
GQ
• One-page advertisement
• Four color
• Three consecutive issues
• Total around $164,023.
Media PlanPrint: Magazines
W Magazine
• One-page advertisement
• Four color
• Three consecutive issues
• Total around $107,869.
Media PlanDigital Media
• Daily budget of $60.00.
• Pay Per Click campaign
• Total around $1,800/month.
Media PlanDigital Media
Pandora Radio
• three months
• will run across Pandora as a pop-up ad
• 287,910 times for a total of $5,755.
Media PlanDigital Media
Hulu
• Designate a total budget of $54,000
• Average of $18,000 per month.
Media PlanDigital Media
Expedia/Hotels.com
• TravelAds
• Monthly retainer of $30,000.
• Pay Per Click Campaign
• will run on both sites until the designated budget is utilized.
Media PlanDigital Media
Youtube
• Mid-July, $300,000 homepage ad for 24 hours.
• $5,000/month budget with $.30 being deducted per view.
Media PlanDigital Media
GQ/Vanilty Fair Online
• Three digital issues of both GQ and Vanity Fair
• $43,650 per issue.
Media PlanDigital Media
• $100/day CPM in Facebook advertisements
• totaling $3,000/moth.
Media PlanDigital Media
• Not only consist of ads
• Also designate $8,250 (half of the designated budget) to promoting the Park Hyatt account
• Park Hyatt promotional tweets.
Media PlanPromotional
• Contest for the best “Chicago Culture” tweet.
• Photo, tagline or any other creative idea from a follower.
• The campaign will last one month
• Winner will receive a weekend at the Park Hyatt Chicago with a guest
• Includes two free nights, a giftcard for Nomi, $500 “fun money” and two cubs tickets (airfare included if necessary).
• This will total around $2,700.
Media PlanSponsorships
Chicago Cubs
• $500,000 sponsorship
• Will include signage and hospitality efforts.
• Relevant during the Summer months
Media PlanSponsorships
Southwest Airlines
• Sponsor of the Chicago Cubs
• Partnering with an airline will ensure that those traveling via Southwest will always check Park Hyatt first.
Media PlanOut of Home
Chicago Transit Authority
• Estimated cost of $345,000 for a three month campaign
• Includes bus stops, train stops and transit systems throughout the city.
Media Plan
Creative: Video Ad
Creative: Print Ad
Creative: Print Ad
Creative: Web Ad
Creative: CTA Ad
Objectives:• 10,000 entries into the Guilty Pleasure contest
• 20,000 likes on the Park Hyatt Facebook page
• 25,000 new followers on the Park Hyatt Twitter
• Increase first time stays by 7%
• Increase brand awareness by 20%