hyatt regency marketing analysis and strategies

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Hyatt Regency Marketing Analysis andStrategiesPublished: 23, March 2015

The Hyatt Regency is delegate of the five star brand .Hyatt Regency encompassthe full selection of hotel types, with person properties offering a full range of skilled services and dining options customized to fulfill the needs of conference,business travelers or resort vacationers. Hyatt Regency enables all guests whether they are traveling to work, calm down or gather in festivity to feel creative andrevived. Properties range in size from 200 to over 2000 rooms and are opportunelyto be found in urban, suburban, airport, convention and resort destinations aroundthe world. Hyatt Regency's convention hotels feature abundant meeting and

conference facilities proportionate to the number of bedrooms or to marketdemand. Convention hotel guests are often part of a premium group, meeting or conference. Business hotel guests are primarily individual business travelers.Resort hotels cater to couples seeking a absent yourself, families enjoying avacation together and corporate group seeking a relaxed atmosphere in which toconduct business meetings The Hyatt Regency properties are prominent for their expedient and strategic locations within major cities throughout the country. Alsosynonymous with the brand are the high level of personal service guest service

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Caicos,Â Amsterdam,Â China, andÂ India.

In addition to hotels, Hyatt also operates an upscale timeshare program throughHyatt Vacation Ownership, Inc. The program is known as Hyatt Vacation Club. Itcurrently has over a dozen locations, some of which are located within or connected to Hyatt hotels.[15]Â Additionally, the group runs a chain of upscaleretirement homes known as Classic Residence by HyattÂ [16]Â and offers retail

home décor and furnishings through Hyatt at Home, an online store featuringluxury product. The Hyatt Regency, is somewhat depressed, due to the economicdownturn and restrictions being reliant on annually contracted clients from thetravel

trade, automotive and IT sectors with guaranteed room nights per year. This areaof business

accounts for 70% of the property's revenue. The current market is made oncorporate travel. This threat to the critical corporate sector could be considered as

short to medium term, as indications of a return to business travel observed.

http://www.hyatt.com/hyatt/about/our-brands/hyatt-regency.jsp

Â The CompanyThe Hyatt Regency, is agent of the five star brand within the Elite

Business Hotels of the World' group. All Hyatt Hotels are first-class properties,contribution

between 200 to 2000 exclusive rooms.

MissionThe Hyatt Regency is fanatical to providing its guests with the uppermosteminence of renovate and values. We seek to distribute on our promise of assessment and eminence above all else. We value our position in the communityand will work to develop those associations and to respect and defend our

background .At Hyatt, we're committed to making a optimistic and long-lastingbang in every group of people in which we maneuver. We do this by representing astrong promise to preserving our natural environment through Hyatt Earth, bygiving back to the local community through Hyatt Community, and with thevolunteer services of our associates through Hyatt's Family of Responsible andCaring Employees (F.O.R.C.E.).

Service Offering


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Service:Â first-class facilities accompanied by accomplish extraordinary service,differentiated from Antagonism in line with the overall brand strategy hasdemonstrated to be a victorious move toward generating high levels of replicatebusiness Hyatt Regency has a long-standing status for equipped excellence andexpertise, ensuring that individual hotels achieve maximum competence and guestsatisfaction. Detailed operational policies and standards are provided for eachHyatt sub-brand, allowing owners to leverage the experience and knowledge of theHyatt network in driving performance and preference.

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Rooms : Hyatt provides detailed policies and standards for each sub-brand toensure smooth and efficient operation of the rooms division for individualproperties.

Food and Beverage: Hyatt has a global reputation for award-winning restaurants,creative banqueting, and sophisticated kitchen and ordering systems.

Human Resources: We strive to be the employer of choice for the thousands of

associates who make a difference in the lives of our guests every day.

Technology :Our IT team works to provide long-term technology solutions that areefficient and cost effective while supporting the needs of the business.

http://www.hyatt.com/hyatt/about/our-brands/hyatt-regency.jsp

SWOT SummaryThe following things to see the internal strength and weaknesses of our

organization and the opportunities and threats facing the company in our externalenvironment. We must come forward to improve our lines of weakness.

Organizational strengths must be set in order to make the most of the peripheralopportunities as

they occur, and emergency plans should be formulated in such a order that helpsus deal with threats presented by the external environment

SWOT ANYLISIS IS FOLLOWED BY THEMCKINSEY 7S MODEL

STRENGTHShttp://www.chimaeraconsulting.com/images/baseline/mkinsey7s.gifhttp://www.valuebasedmanagement.net/methods_7S.html

â€¢Strategy:Â well illicit and differentiated approach used

â€¢Structure:Â well organized, decentralized construction.

â€¢Skills:Â assorted choice of service skills within organization and employees.

â€¢Style:Â hard-hitting, participative environment.

â€¢Staff:Â highly valued enthusiastic and talented personnel that are aggravatedand extremely proficient. A well

competent team who are proud of their hotel and respect the brand values are part


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standards due to recession may take bit more time

Historical ResultsMarketing mixÂ allows you to combine all the marketing tools in order to sell your product Chris Murray - PortfolioÂ (2006) - Hardback -Â 290 pages

Marketing activity in previous years has produced positive results. The areas thathave

Produced the best results have been:

â€¢Product:Â high-quality facilities and services accompanied by consummatepersonal service,

differentiated from competition, in line with the overall brand strategy has proven tobe

a successful approach generating high levels of repeat business

â€¢Price:Â pricing strategy has been consistent with the differentiation objective, toprovide

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added value for a reasonable rate as opposed to discounting and devaluing our

products and services.

â€¢Place:Â service information is provided to the guest via personal selling, direct

marketing, advertising and the Internet. Delivery channels include travel agents

and

international reservations systems.

â€¢Promotion Hyatt's Central Reservation System is an important contributor to theperformance of our hotels system wide. The system reserved 17.9million room-nights in 2009, representing approximately $3.6 billion in room's departmentrevenue. Reservation centers are located globally in the all the major places likeUnited States, Australia, India, UAE, Germany, Japan and China and are provides24/7 access services to the prospective guests. High quality performance isdelivered to meet the market need and build up relation with the distributionchannels. These include traditional travel agencies (e.g., American Express,Carlson Wagonlit), online travel agencies (e.g., Expedia, Travelocity, Orbitz andmultiple regional agencies, etc.), opaque agencies (e.g., Priceline, Hotwire) andmultiple user-generated sites that link back to Hyatt.com (e.g., TripAdvisor).HyattÂ® also has extensive marketing partnerships with all global andregional airlines.

Our marketing strategy's objective is to communicate the unique set of services

that we offer to discern hotel guests. We attempt to direct the focus of our gueststo the issues of quality and value for the money as opposed to simply the bottomline costs associated with their stay.

Our marketing strategy will allow us to communicate our brand values, developclose working

relationships with our customers and suppliers and to identify the needs of our guests in an

effective manner. Continued differentiation and growth are two goals we have setfor

ourselves. Growth will take place by targeting new areas of business within bothlocal and

national communities.

Strategy Pyramids


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Our marketing strategy is to focus customers' attention on the high quality of theservices we

offer. Within this strategy are three main points aimed at different marketsegments.

We will provide:

â€¢The Best Business facilitiesâ€¢ Personalized Services

â€¢ Luxurious Amenities

Marketing Strategies

. Brand Marketing

Hyatt's Regency marketing strategy is well designed to shelter and maintain brandvalue and responsiveness while formulating the specific business requirements of hotel operations.

HyattÂ® is focused on targeting the distinct guest segments that each of our branddelivers and supporting the needs of the hotels thorough daily analysis andapplication of data and analytical techniques.

There is a well organized, harmonized and incorporated communication strategyfor the Hyatt master brand and each of the sub-brands across every distribution

channel.

We aim to keep hold of maximize potential revenue of our existing customers andexpand the number of new clients through a distinctive marketing approachmotorized by information and analytics. primitive, quantitative strategic analyticsand prognostic modeling identify the most profitable customers, enabling HyattRegency to influence partiality in all facets of marketing. The quality driven modelis basically being used to develop the value and standards of our most loyalguests, our Gold card holders , and within 2 years, it will be activated throughout

the organization

Coordinated - MarketingHyatt Regency coordinated marketing initiative benefits a sub-set of hotels andresorts, as well as beneficial to regional programs. Cost portion is based on thebalanced share of actualized room revenue for trailing 12 months of participatinghotels in the targeted business segment


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Field MarketingThe Corporate Marketing management assigns a personal hotel marketingmanager to each hotel to help them market their individual property. The marketingmanager then utilizes the property's business requirements, issues and profitobjectives and helps in the development of the brand and promotional marketingprograms.

Direct MarketingOur direct marketing will be handled by our PR agency. We will buy select targetedlist of

corporate companies and send them information about Riverview Hotel. We knowthat we are

no experts in direct marketing so it will be important that our PR agency handles

every aspect

of direct marketing for us.

CORPORATE SALES FORCE

U.S. SALEShttp://www.hotel-online.com/News/PR2007_2nd/LodgingLedgerApril2007Chart1.jpg

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FIGURE 1The above figure shows the sales forces of Hyatt Regency and its rice of profitratios In 2006, HyattÂ® created a revenue organization combining Sales, CateringServices, Revenue Management and Marketing for all of North America. Thisconsolidation included Full- and Select-Service brands and enabled us to respondto market conditions, enhance our support of these functions in each of our properties and increase Hyatt's brand demand.

As Hyatt expands our brand portfolio, our chain sales efforts include the Worldwide

Sales Force (WWSF), focused on selling multiple brands to approximately 1,800highly valued customers. In 2005, Hyatt established a separate National SalesForce (NSF) focused on prospective customers with whom Hyatt believessignificant business could be developed over time.Â Hyatt's exclusive salesautomation application (Envision) allows our WWSF and NSF to have a seamless,direct connection to functionality, including researching availability and bookingbusiness at all properties. With the addition of Hyatt Place and Hyatt SummerfieldSuites, the dedicated Business and Leisure Travel Sales Force within our WWSF

now focuses onÂ corporate, wholesale and leisure accounts.

RecognitionA recent independent survey of key account customers conducted by MaritzResearch identified Hyatt as the "Best Hotel Brand" based on relationships with our WWSF and NSF for contract coordination. This same survey indicated that thesekey accounts signed more multi-meeting contracts with Hyatt than with our competitors in the past 12 months, thereby demonstrating strong brand loyalty.

SegmentationThrough our group-oriented business expertise and worldwide reputation for convention hotels, Hyatt is a premier operator of conference hotels in primary andsecondary cities around the globe. Benefiting from Hyatt's powerful NSF, theselarge, full-service conference hotels capitalize on advance-booking cycles andassociated substantial catering revenue. Professional meeting planners continuallyrate Hyatt among their most preferred hotel partner. Planner Rewards, Hyatt's


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specialized loyalty program for meeting planners, is a vital strategy for building andleveraging relationships with key customers across the network.

INTERNATIONAL SALESHyatt's properties and preopening sales offices are supported by a network of salespeople in key markets around the world. Our sales professionals represent all

Hyatt destinations and focus on all relevant market segments. These includecorporate accounts, M.I.C.E. accounts, key wholesalers, travel agencies and luxurytravel specialists. Additional support is provided to our hotels with dedicatedresources managing programs such as Virtuoso and American Express Fine Hotels& Resorts.

The network includes offices in New York, Chicago, Los Angeles, San Francisco,Washington D.C., Mexico City, London, Mainz, Sydney, Melbourne, Riyadh, Tokyo,Hong Kong, Singapore, Beijing, Shanghai, Pune, Bangalore, New Delhi and

Mumbai, as well as additional coverage throughout Continental Europe. Each officeis responsible for ongoing support of the Hyatt portfolio. Additionally, each officecoordinates the presentation of Hyatt and Hyatt's sub-brands at important industryevents and shows such as ITB, World Travel Market and Asia Luxury TravelMarket. Hotels also have the opportunity to participate in annual Hyatt fairs andsales calls coordinated by each worldwide sales office. These events provide thehotels with face-to-face access to Hyatt's best existing and potential clients.

REVENUE MANAGEMENTHyattÂ® uses a state-of-the-art revenue management system to providecentralized direction for pricing, distribution strategy and staff development.Revenue management, however, is more than a computer system. It is anintegrated set of business processes that bring together people and technology,with the goal of understanding the market, anticipating consumer behavior andresponding quickly to maximize revenue opportunities.

There are five regional directors of revenue management who support the revenue

managers and revenue maximization process. The regional directors are alignedprimarily by product type, including large convention, resorts and business.


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Â The Company

Mission

Service Offering

SWOT Summary

SWOT ANYLISIS IS FOLLOWED BY THE MCKINSEY 7S MODEL

STRENGTHS

WEAKNESS

OPPORTUNITIES

Â THREATS

Historical Results

Strategy Pyramids

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. Brand Marketing

Coordinated - Marketing

Field Marketing

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CORPORATE SALES FORCE

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