This document discusses a potential partnership between Hyatt hotels and Detour, a mobile app that provides audio walking tours narrated by local influencers in major cities. It outlines Detour's background and growth, as well as how a partnership could work through a monthly subscription fee paid by Hyatt properties. Benefits would include unlimited guest access to Detour tours, Hyatt-sponsored tours, and branded content. Initial beta testing would take place in San Francisco, with plans to expand to new markets. Research shows guests and employees support the idea of providing unique local experiences beyond the hotel walls. Marketing strategies are proposed to promote a #HyattDetour partnership.
Apresentação PowerPoint sobre o tema de Transportes. Este trabalho foi criado pelo Grupo 1 (Bárbara Gomes 9150419 e Renato Costa 9150310) no âmbito da disciplina de Sistemas Computacionais do curso Tecnologias e Sistemas de Informação para a Web da Escola Superior de Estudos Industriais e Gestão
Elevate the Customer Journey - Hotel ExperienceYuki Chow
A comprehensive strategy planning deck for Homewood Suites (The extended-stay hotels under Hilton). Based on current brand assessment and customer experience prototyping, I recommended 3 core strategies and 6 concepts to enhance the customer experience.
Questions, comments and feedback are all welcome!
Making The Most Of Your New Media BudgetMaxwell PR
Since more than 90 percent of travel planning is done online, having a compelling digital presence is essential for tourism brands. The challenge is making the most of finite budgets and staying on top of fresh strategies.
A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
Apresentação PowerPoint sobre o tema de Transportes. Este trabalho foi criado pelo Grupo 1 (Bárbara Gomes 9150419 e Renato Costa 9150310) no âmbito da disciplina de Sistemas Computacionais do curso Tecnologias e Sistemas de Informação para a Web da Escola Superior de Estudos Industriais e Gestão
Elevate the Customer Journey - Hotel ExperienceYuki Chow
A comprehensive strategy planning deck for Homewood Suites (The extended-stay hotels under Hilton). Based on current brand assessment and customer experience prototyping, I recommended 3 core strategies and 6 concepts to enhance the customer experience.
Questions, comments and feedback are all welcome!
Making The Most Of Your New Media BudgetMaxwell PR
Since more than 90 percent of travel planning is done online, having a compelling digital presence is essential for tourism brands. The challenge is making the most of finite budgets and staying on top of fresh strategies.
A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
Hotels are more than just places to eat, sleep and work. They are venues, plugged into local communities, places where Tribes of like-hearted communities meet to Dream, Play and Engage.
You blog, have a unique voice, tell a fascinating story, promote your brand, engage on social media―but do you know the appetite of your audience? Content is a banquet for digital consumers. Web content is consumed like fast food or revolving trips to the buffet, on impulse, from desire, with abandon, and in real time. Learn what content consumers really want and how to satisfy them.
Presentation delivered at Minnesota Blogger Conference 2012, September 22, 2012, Minneapolis, MN
For more information visit:
http://wordimage.com/blog/content-is-a-banquet/
Smart Social Summit 2017 | Follow Me Back: How to Drive Lasting Customer Loya...Spredfast
It costs less to keep your current customers than it does to gain new ones. But loyal customers no longer buy into brands based solely on product love. Hear from these brands as they share how—through rewards programs, solid social customer care experiences, and more—they’ve cultivated lasting relationships with their customers on social and used it to build true customer loyalty.
Travel decision making is emotional. How a place makes us feel plays a large part in likelihood to visit. But it isn’t exclusively destination that’s driven by emotion; our emotional response to accommodation is also important and frequent.
In a marketplace where emotion is key, visual stimulation and inspiration is key to influencing traveller decision making. And, as Google’s Travel Study unearthed, most of us ‘begin researching online’ before deciding ‘where or how… to travel’. Predicted to top 2.9 billion users by 2020, social media represents a large portion of that digital audience, making it a key source of inspiration for many.
This week, Managing Director at Digital Visitor, Anthony Rawlins, took to the stage at the prestigious Association of Serviced Apartment Providers (ASAP) Conference in London. In his presentation, he discussed the ‘socially inspired traveller’ and how serviced apartment providers can use social media to engage visitors emotionally across channels.
Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of:
The importance of emotion in travel decision making
How emotion is tied into choice of accommodation
The part digital and social currently plays in decision making
Specific examples on social media and Facebook
Social media advertising and background
Performance of social media vs. traditional media
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
6. Confidential and Proprietary 6
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
8. Confidential and Proprietary 8
• Exclusive Hotel Partnership
• Monthly Subscription Fee that the properties pay
• Unlimited Guest Usage
• Hyatt Sponsored Tours
• Brand Specific Content
Partnership OverviewPartnership Overview
9. Confidential and Proprietary 9
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”
10. 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
12. Confidential and Proprietary 12
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
13. Confidential and Proprietary 13
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.
14. Confidential and Proprietary 14
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
15. Confidential and Proprietary 15
We are consumers well
educated in technology
We share a mindset revolving
around community and
togetherness.
Experiences over product
16. Confidential and Proprietary 16
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)
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
