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 ResearchLuxury 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 ResearchSocial 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

Google• 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 MediaExpedia/

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

Facebook

• $100/day CPM in Facebook advertisements • totaling $3,000/moth.

Media PlanDigital Media

Twitter• 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

Twitter• 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%