THE HYATT.COM
OF THE future
Creating an dynamic and inspiring online experience
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Imagining a site that inspires our guests to start
their next journey using data, personalized offers,
and rich, dynamic content
Imagine a site fully optimized for deep-linked SEO results that put Hyatt.com top of mind…
“Wow, I never knew Hyatt was the place to find this kind of getaway…”
That elevates the most important content while still prioritizing
critical functionality…
“It’s easy for me to navigate, explore, and compare, making it that much simpler to feel confident about
booking here”
And becomes the destination that connects guests with unique and compelling experiences as well as the best prices and offers
“No other site helps me design the trip of my dreams, with
curated offers and localized
experiences at the right price.”
Let’s take a look at a potential user and his journey through a future Hyatt.com experience…
“I’m willing to spend money on experiences we never forget, but I don’t want to pay for extras I don’t value… and I want to know I’m booking the right things”
46 years old, lives in Manhattan, NY
A Senior Exec in publishing, Ryan’s been married to Marla for 15 years. He and Marla love to travel and try to experience a new destination at least once a year. They’re savvy travelers but are price conscious… what’s most important is designing a trip that feels right for them.
They’re inspired by a variety of sources, from CN Traveler to friends, but especially by the instagrammers they follow. They’re looking for romantic get away that’s wellness focused - with a hint of indulgence.
Things he values
Health and wellness
Expanding his horizons with local activities
Feeling comfortable and welcomed by the places they stay in, with luxury in the personalized details he cares about
Brands Ryan trusts and relies on
Access to
exclusive offers
Personalized
recommendations
High touch
experience
9.
Personalized follow ups
Their trip was unforgettable. Within 24 hours Ryan receives an email titled “Thanks for coming!” from the manager of Andaz Napa thanking for their stay.
He clicks on a link to reveal the points. A fully personalized page displays Ryan’s new points total and below, is a customized spring break itinerary suitable for families. There is also an offer for free VIP access to a Wanderlust Yoga Festival at a sister property.
Ryan writes to Marla “Looks like we have a great spring break option!”
#romanticescapes
#napacalifornia
#andaznapa
Video
Instagram posts
Use of geo-tagging
Instagram posts with
branded hashtags,
property names
or campaigns
8.
An amazing, instagrammable
experience
Marla snaps lots of photos on their memorable trip. Since the hotel and the area are so picturesque, she shares them on Instagram with a #andaznapa tag.
Flexible payment
options
Pre-loaded booking
details based on
user data
Price drop
upgrade opt-in
7.
Easily booking with credit and points
Ryan finalizes their booking easily since the majority of the fields are prefilled from his account. He then selects a combination of credit card and points, which cover the air balloon flight!
When reviewing the itinerary price breakdown, Ryan sees the price comparison with different OTA sites; he’s confident they’re getting the best price.
He's presented with a confirmation page and option to sync the reservation with his calendar. Ryan opens his email confirmation on his phone, and clicks on the link provided to download and install the Hyatt mobile app.
Member and
standard rates
for packages
Customer
reviews aid
decision-making
Fully customizable
itinerary
6.
Selecting customized experiences
They select the Couples Yoga Getaway Package that includes massage, daily morning yoga and a in-room spa basket from Aesop. They decided to indulge themselves with a private air balloon flight offered by the hotel – the map shows they can bike over using their free offer.
All packages and additional activities include both World of Hyatt price and point equivalent.
Social media
integration
Property pages
with location
and experience
in mind
Curated stay and
activity packages
5.
Inspiring the planning
Together Ryan and Maria check out the saved Getaway properties on their desktop computer. Beautiful photography of property & scenery from Instagram influencers and positive reviews for local activities from social media make the decision much simpler; they select Andaz Napa as their destination.
They're presented with several room options and curated experience packages that focus on different themes, including wellness activities and spa
amenities.
Familiar and enticing
messaging above
page fold
Targeted marketing
based on user’s
destination history
4.
Seamless engagement
Ryan receives an email from Hyatt inviting him to continue his trip planning. In the email, he also
notices an incentive to get an exclusive offer as a loyal member.
He clicks on it and is transferred to the same screen where he left off on his mobile during the Uber ride. Now, there’s an offer for a promotes free bicycle trip for two in Napa for loyal members.
Share destination
collection
Create destination
collection
3.
Tailoring the experience
He flips through featured destinations, selects his top 3 choices and saves them into a collection called "Our anniversary getaway". He then shares the collection with Marla. She receives a text message with a link to preview Ryan's getaway selection but, since they're a busy couple, the trip planning slips their minds for a few days.
SEO driven
personalized content
Responsive
design
2.
Getting inspired
Ryan is taken to a tailored Hyatt homepage and as a World of Hyatt member, is recognized, logged in and greeted. He is presented with a set of destination
options, curated to his preferences and past behavior.
High ranking in
organic search
Sponsored
ads
1.
Exploring the options
Riding home from work in an Uber, Ryan’s searching Google for a great destination for their 15th wedding anniversary. Inspired by an Instagram photo, he searches for ”Romantic wellness getaways for couples" in Google. He notices a sponsored link from Hyatt promoting ”The world’s most spectacular anniversary getaways” and clicks on it.
OPPORTUNITY AHEAD
Become known as a digital leader in hospitality and wellness
Thank you
McKinsey