The Park Hyatt Stephanie Pavey “Your Guilty Pleasure”

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.


GQ


• Four color




W Magazine


• Four color



Media PlanDigital Media

Google

• Daily budget of $60.00.

• Pay Per Click campaign

• Total around $1,800/month.


Pandora Radio

• three months

• will run across Pandora as a pop-up ad

• 287,910 times for a total of $5,755.


Hulu

• Designate a total budget of $54,000

• Average of $18,000 per month.


Expedia/Hotels.com

• TravelAds

• Monthly retainer of $30,000.

• Pay Per Click Campaign

• will run on both sites until the designated budget is utilized.


Youtube

• Mid-July, $300,000 homepage ad for 24 hours.

• $5,000/month budget with $.30 being deducted per view.


GQ/Vanilty Fair Online

• Three digital issues of both GQ and Vanity Fair

• $43,650 per issue.


Facebook

• $100/day CPM in Facebook advertisements

• totaling $3,000/moth.


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%

Documents

The Park Hyatt Stephanie Pavey “Your Guilty Pleasure”