HYATT 2015 TRAVEL ADVISOR CAMPAIGN

Annie Ramsett, Jalon Rush, Jordan Miller, Robert Nelson, and Zach Olafson

Objectives

1. Increase awareness of new Hyatt Travel Advisor Program among travel advisors by 50% by December 31, 2015.

2. Increase the amount of reservations done by travel advisors across all Hyatt brands by 15% by December 31, 2015.

Competitive Overview- Hilton

Brands Rewards Program

Relations with TA’s

-Hilton -Conrad Hotels and Resorts-DoubleTree-Embassy Suites -Hampton Inn & Suites-Hilton Garden Inn -Hilton Grand Vacations-Homewood Suites by Hilton-Home2 Suites by Hilton-Waldorf Astoria

-Earn double unlimited rewards dollars through June 30th, 2015 at participating properties. - Four steps to cash rewards:

1. Enroll in Unlimited Budget

2. Complete qualified booking and enter in membership number.

3. Client stays at participating Hilton Worldwide hotel.

4. Points are rewarded on qualified bookings as cash rewards on Unlimited Budget Stored Valued MasterCard Card.

- Receive up to 50% discounts when travel agent books a Hilton family worldwide hotel online.

-Website dedicated to valued travel partners. -Goal for website is to strengthen the Hilton-agent relationships.-Weekly commissions payment schedule is fastest in industry.-Unlimited Budget: Travel agent loyalty program of Budget rent a car; available to travel. professionals 18+.-Unlimited Budget offers rewards in addition to commission. -Offers travel agent training: Hilton Travel Professionals Program. -99% of the 3,214 hotels participate in centralized travel agency commission program.

Competitive Overview- Marriott

Brands Rewards Program

Relations with TA’s

-Marriott-BVLGARI Hotels and Resorts-The Ritz-Carlton-JW Marriott-Autograph Collection Hotels-Renaissance Hotels-AC Hotels Marriott-Courtyard Marriott-Springhill Suites Marriott-Fairfield Inn and Suites -Residence Inn Marriott-TownePlace Suites Marriott-Marriott Executive Apartments-Gaylord Hotels

-Book and Stay Program (Caribbean and Mexico): Book 20 days, enjoy 3 free.-Dollar Days (Double, Premium,Villa): Book 4 nights between certain days and receive an American Express Check ranging from $25 to $500 ($500 check requires five nights, rather than four, in a villa).-Fam-tastic Rates: Agent rates at Caribbean and Mexico resorts start at $89.

- Separate Travel Agent website (focused on promoting their 1000th Courtyard Marriott).-Appears that the Marriott Travel Agent Rewards page has not been revamped since 2009, similar to Hyatt-Last November, Marriott instituted a policy that granted free Wi-Fi to customers who book through direct channels. The American Society of Travel Agents released a statement arguing that this policy discriminates against agents.

Competitive Overview- Starwood

Brands Rewards Program

Relations with TA’s

- Four Points by Sheraton- Sheraton- Aloft- W Hotels- Le Meridien - The Luxury Collection- Element- Westin- St. Regis

- SPG: Starwood Preferred Guests- Free Night Awards: redeem starpoints for free stays without blackout dates.- SPG Moments: VIP Access to sporting events, culinary experiences, and concerts.- SPG Mobile App.- SPG Pro: New. For meeting planners and travel professionals to earn credit toward elite status for personal and professional bookings, all from one account- SPG Pro members earn points based on revenue from their clients room

- SPG Pro: For Travel Professionals and Meeting Planners.- SPG Pro member earn starpoints for the travel they plan for others and meetings that they arrange.- Commissions on booked rooms and events- Booking resources include SPG.com, Starwood websites, Customer Contact Centers, GDS

Hyatt SWOT Analysis

Strengths Myluxlist.hyatt.com: Personalized luxury

experience for Park Hyatt. Hyatt Concierge Great relations with Travel Advisors.

Weaknesses Travel Agent Rewards webpage has not

been updated since 2009. All competitors offer similar benefits to

advisors.

Opportunities Hilton and Marriott charge travelers a one-

night's room fee for stays not canceled by the day prior to arrival.

Hilton has greatly reduced its sales force Males use trip advisors for business but

not as much for leisure.

Threats Marriott allows customers to pay via Apple

Pay. Marriott offers best discounts to travel

advisors. Only .5% of adults use a travel advisor for

leisure in 2013, according to MRI+. Only .9% of adults use a travel advisor for

business in 2013, according to MRI+.

Who uses Travel Advisors?

In order to have a better understanding our customers, we want to take time to learn about

their customers.Uses Travel Advisors for Personal Hotel Bookings- 0.5% of Adults

Uses Travel Advisors for Business Hotel Bookings- 0.9% of Adults

-60% Women/ 40% Men-47.3% Graduated College Plus-Occupation: Professional/Business Management.-HHI: $50,000+-Primarily live in the North East.

-24.3% Women/ 65.7% Men-60.1% Graduated College Plus-Occupation:Professional/Business Management.-HHI: $75,000+-Live across the country, primarily live in Top 10 media markets.

Travel advisors rely on forming strong relationships with clients. If Hyatt can help travel advisors satisfy their clients, those clients may be more inclined to use travel advisors more frequently.

All Data according to MRI+ 2013 Product Survey.

Phone Interviews

Respondents: Consumers over age 30 who travel 2-3 times per year

Questions:1. Have you ever considered using a travel advisor in the

past?2. What added perks would you expect while using a travel

advisor?3. Would you be more likely to book with a travel advisor for

business or leisure trips? Why?4. What added bonuses would make you more willing to book

a trip using a travel agent/advisor (late check-out, free wi-fi, room service, free breakfast, early check-in)?

Responses

● 70% would use a Travel Advisor. ● More likely to use an Advisor while traveling internationally. ● More willing to use an Advisor if they offered clear

benefits.● More willing to book through an Advisor for leisure trips.● The more variables involved (airline tickets, children, etc.),

the more likely one is to utilize a Travel Advisor.● Likely to use Advisors for itinerary assistance and advice.● Expect Advisors to have a knowledge of the their

destination.

Key Findings

● Most people use Travel Advisors for leisure.

● People would be more willing to use Advisors if they knew they were getting more perks.

● People want to use an Advisor when they are traveling to an area they are unfamiliar with, i.e. international travel.

1-On-1 Interview

Conducted at Sunset Travel and Cruise in the Lincoln Park neighborhood of Chicago. Questions:

1. How often do you take advantage of rewards programs for travel agents? 2. About how many hours a day do you spend working on your computer?3. Do you look at most of your information online or through magazines? Why?4. Which websites do you visit most?5. What is your relationship like with the following…

a. Hiltonb. Marriottc. Starwoodd. Hyatt

6. What are the benefits with working with a Travel Advisor rather than an online travel tool?

7. What types of clients do you typically work with?8. Have you seen an increase or decrease of specific clients over the years?

Responses

● Take advantage of rewards programs often.● Work on the computer for 8+ hours a day. ● Visit hotel websites, venders, apple vacations.● Good relationships with all hotels mentioned.

o They do not prefer certain brands personally, it all depends on what the client wants and location/destination.

o Park Hyatt in Chicago throws an annual event for travel agents called “The Hyatt Games”. Travel agents get together for cocktails and games.

● Every hotel benefits from travel agencies.o Certain hotel brands will pay for agents to travel to see their

numerous properties.

Responses (continued)

● “We are an advocate for you. We can do the little things for you that you cannot do.”o Give away certificates and upgrades due to their

relationships with hotels.● Business comes from 95% leisure. ● Tackle every demographic.● Have not see a decrease of certain customers, but rather an

increase from millennials.● Each travel agent specializes in a certain part of the world. ● Travel agents rely on good marketing to continue and grow their

business.● Keeps close relationships with clients.

o Sends out thank you cards for business.o Sends email asking how they enjoyed their trip.

Key Findings

● Advisors enjoy “Hyatt Games” event thrown by the Park Hyatt in chicago.

● Business comes from 95% leisure trips. ● Increase in millennial clients. ● Travel agents rely on marketing and word of

mouth. ● Agents keep close relationships with clients.

Consumer Insight

If Travel Advisors knew that Hyatt was their partner in providing an individualized and unique experience for their clients, then they would be more likely to book with them.

Media Strategy

● Print and digital creative executions.● Focus primarily on digital- TA’s spend

most 8 hours of their day on the computer.

● Focus on print allocations that have a digital presence and bonus distributions.

● Digital Flight: July-December● Print Flight: August-December

Digital- Banners

All banners will directly link to the new Hyatt Travel Advisor site.

Digital- Suggested Sites

Place ads on websites that appeal directly to travel agents, such as:

TravelPulse.com

TravelAgentCentral.com

VacationAgentMagazine.com

AgentAtHome.com

LuxuryTravelAdvisor.com

Virtuoso.com

The campaign will begin with a heavy flight in July followed by a continuous flight from August- December

that will be enhanced by print placements.

Digital- Emails

Use Questex Media Group in order to send out Emails blasts to their database of Travel Advisors.

Google AdWords- CPC Bidding

● Maximum Bid CPC: $2.00● Flight will run M-F from July 6- December 18

o Total: 120 Days

Copy Sample Keywords

Hyatt Gold Passport- Reward Your Clients; Reward Yourself

Golden passport, Hyatt rewards, Hyatt rewards programs, Travel agent rewards, Travel agent reward programs

Hyatt Gold Passport- Your Gold Standards, Our Gold Service

Trade Media Print Opportunities

Publication Name Amount of Subscribers

Travel Agent Magazine 48,000 Print and Digital Subscribers

Vacation Agent Magazine 26,763 Print and Digital Subscribers

Agent@Home 21,817 Print and Digital Subscribers

All print ads will be either Full Page or a spread, 4C, and placed on Cover 2 or Cover 4.

All print publications also have their magazines available digitally.

Print Flowchart

Print Ads

Print Spread

Website- Using Alex® Technology

Website

Website

Website

Website

Budget Summary

Item Cost

Creative $50,000.00

Website $100,000.00

Digital Media $499,500.00

Print Media $346,148.00

Total $995,648.00