1. Confidential and Proprietary
The Hyatt Detour Project
By: Meredith Adamski, Peter Archibald, Christopher Contos,
Beatriz Gonzalez, Vince Klain, and Jennifer McLean
08.07.2015
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What is happening in the market?
“We need to extend the impact
of our brand and the brand
experience way beyond the
four walls of our hotels.”
“We need to extend the impact
of our brand and the brand
experience way beyond the
four walls of our hotels.”
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The Research:
Hyatt Insiders
The Research:
Hyatt Insiders
“When Insiders reach out to the concierge, they
most desire “inside” knowledge about the
property and the surrounding areas including tips
and tricks and the ‘must-see’ destinations”
-Hyatt Inside Concierge Report
2014
5. How Can we Provide An Experience for our Guests
Beyond the Four Walls of our Hotels?
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Detour Overview
• Founded February 2015
– By Andrew Mason
• Notable Influencers
– Local musicians, artists, restauranteurs, journalists, and more
– John Perry Barlow – The Grateful Dead
• Major Global Markets
– Domestic: San Francisco, Austin, New York
– International: Barcelona, Berlin, London, Marrakech, Paris
• Consistent rapid month to month growth
– Monthly usage well into the thousands
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• Exclusive Hotel Partnership
• Monthly Subscription Fee that the properties pay
• Unlimited Guest Usage
• Hyatt Sponsored Tours
• Brand Specific Content
Partnership OverviewPartnership Overview
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Interview with DetourInterview with Detour Haris Butt
Director of Partnerships
“I feel like we can grow well with Hyatt”
“If the other Hyatt’s show as much enthusiasm as Sid [from
Grand Hyatt San Francisco] did, I don’t see any reason we won’t
be able to pursue an exclusive relationship”
“Hyatt Sponsored tour? YES! Each property could potentially
create their own localized tour”
12. Version 0.5 (Beta-Testing)
• San Francisco
• Identify the possible need for mobile or data
accessible devices for guests
• NPS Tracking
• Assess the potential new/growing markets for
Detour
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The Research:
Pilot Field Study
The Research:
Pilot Field Study
Guests
“Off-the-beaten path is exactly what I’m looking for”
“I just went to Hyatt Centric South Beach and would have loved
to have something like this while I was visiting there”
Colleagues
“People want to go where the locals go and don’t want to seem like tourists; they want unique things.”
-Donald Crossley
Hyatt Centric Chicago Concierge
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Market ResearchMarket Research
Big brand hotels have evolved a long way to being more
locally connected, but they should look toward the sharing
brands to align themselves better with guest expectations.
— Greg Oates, Senior Editor at Skift
Hotel Campaign What is this about?
Le Meridien Hotels & Resorts
(Starwood Hotels & Resorts)
“Destination Unlocked” - The videos follow pastry chef Johnny
Iuzzini
- Traveling through different countries
- Local farmers’ markets, coffee shops,
bakeries.
Residence Inn (Marriot) “Food trucks” - Themed nights
- Guests socialize with one another
- Three nights a week.
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ConsiderationsConsiderations
• Costing Model
• Now: Beta-test no cost
• Low risk and high reward
• Later: Technology and Subscriptions
• Hyatt Specific Content
• Colleague engagement
• Through Hyatt’s eyes
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We are consumers well
educated in technology
We share a mindset revolving
around community and
togetherness.
Experiences over product
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Getting the word out
• Owned: Hyatt social channels utilized to
create buzz around the new app available in
hotels #HyattDetour
• Earned: Anytime there is press mention
around Hyatt
• Paid: Incentivizing with value
• Check-in: Use front desk concierge to
market the new partnership made available
by Hyatt
#HyattDetour
“People today are looking for real experiences. And more than any other company in this industry today, we have the ability to deliver them.”
Think back to the Global Summit, recall this statistic? What about the stat that 87% of millennials say that their smartphone never leaves their side day or night. Keeping in mind that millennials are expected to spend more on travel than any other age group in the next 12 months. The question is how do we capture this market share? Well after brainstorming and realizing many of our ideas were already in the works, we’ve come up with an expansion to a relatively new idea. (Intro video)
this sharing of experiences couples well with what Mark said at the global summit. And though this is in the works, we have a new take on it and where it can lead to. As socrates says “the secret of change is to focus all your energy not on fighting the old, but on building the new.
2014 Report
Insiders consider concierge to be the figurehead of the hotel - a great one can make an experience that much richer”
Detour will make concierges more consistent - it will allow hotels to offer our guests what they are looking for at their fingertips
“inside” knowledge on “must-see” “local” destinations
Andrew Mason – former CEO and founder of Groupon
Tenderloin – 75 minute sound journey through a world of gritty back-alleys on the fringe of the technology boom that has otherwise enveloped San Francisco
Detour is located in San Fransisco, their goal is to have the bay area fully accessed with the app as soon as possible, providing dozens of different tours around the city. Since that’s where Detour is, working with the three full service properties in the city will be vital for our beta testing. The Hyatt Fisherman’s Wharf & Regency would be two properties to test the mobile app alongside the already in the process- Grand Hyatt. The properties would provide promotional codes to guests during the check-in process that they can then download and use to receive a tour. From there, identifying who is using the app and what feedback we receive to make adjustments will be tracked by the mobile app’s reviews and our front office staff. Another point to note is identifying the need for mobile or data accessible devices for guests. During this Beta test properties will record the need to provide devices for guests. This will especially be the case for international travelers without a worldwide data plan. If the property deems it necessary for the need for the devices, they’ll incur the cost. Along with Hyatt’s testing in San Fran, working alongside Detour to access and grow in different cities will be immense. With the mobile app slowly growing in NYC, Austin, and London, it is key to work on an expansion plan to tie in our properties with their app.
In a field research study we found one unifying theme across both guests and employees:
“off the beaten path experiences”
“eat, breathe, and live like a local”
Donald Crossley @ Hyatt Centric Chicago
“People want to go where the locals go and don’t want to seem like tourists; they want unique things”
And
Is something we definitely will need in the near future
Detour will be a unique Hyatt experience – It will provide today’s most sought after amenity – the opportunity to have a local experience
“So here are what our top competitors are doing to solve this problem, but this is our response…..”
Costing Model:
Beta-test: low cost, high reward
Later: technology and subscription
Hotels paying because they will gain the millennial market share and gain an increase in NPS scores
Hyatt Specific Content:
Select members of the Hyatt family to create tours that highlight what they feel make their city special
80 million people in the U.S. alone have just become the most influential customers that Hyatt has ever seen. Being the largest generation also means that we have the largest commanding power over your wallets.
Who is a millennial?
See, this (pulls out phone) this is what it’s all about. We are social consumers well educated in technology. And it’s not just us anymore, notice how fast each of you were able to pull out your phones.
A millennial consumer uses this to bank, donate, research, review, and connect.
Being a social consumer means that everything we do is loud and reaches our audiences over social media.
but lets not forget that we also seek adventure through exploration and value experiences over tangible products.
Perhaps the most important thing about a millennial consumer is our mindset and sense of togetherness. We believe that if something is broken then “we can fix it together” as a community. Even though it may seem that we are disconnected through phones, we are in fact only connecting with a broader reach.
Lastly, being a millennial means that we are passionate about our values and appreciate when companies listen, we are loyal to them after hearing that they abide to our passions and values.
http://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80-million-millennial-customers-coming-your-way/
How do we market this towards our target demographic?
We use the largest networking reach for millennials and turn to social for the opportunity to create a massive amount of buzz starting with Hyatt owned social media channels and also use our Gold Passport email list to inform some of our most loyal. and encourage followers to push out the partnership using #HyTour.
We also offer the opportunity to hold a major press release around the partnership.
Then we turn to our earned, anytime there is press mention and social buzz.
And of course, our paid social marketing, incentivizing bloggers and others with something of value.
We utilize our check-in process to advertise the localized exploration tours.
Perhaps the most engaging marketing plan would be to hold launch parties at properties participating in the partnership where we would also leave from the property to take a tour as a group.
Overall our main goal is to establish and make it known that Hyatt has partnered with Detour to bring in a new way of urban exploration
How can Hyatt benefit
Mindset
Value it brings to Hyatt
Is it big enough to matter
