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The Park Hyatt

“Your Guilty Pleasure”. The Park Hyatt. Stephanie Pavey. Overview. Secondary Research. The Millennial Generation. greatest improvements in financial standing over the past three years over 50% reporting improvement . greatest planned increases in overall spending

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The Park Hyatt

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  1. “Your Guilty Pleasure” The Park Hyatt Stephanie Pavey

  2. Overview

  3. Secondary Research The 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.

  4. 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

  5. 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

  6. 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 Secondary Research

  7. “The dynamics of luxury travel have changed worldwide to welcome a younger consumer base, who prefer brands with a voice and personality. “

  8. Primary Research Age range 18-39 26% Male 74% Female

  9. What do you look for when booking a hotel? Primary Research

  10. Have you stayed at a Hyatt hotel? If so, what was your experience like? If not, why? Primary Research

  11. One-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. “ Primary Research

  12. Reviews Amenities Location Clean Quiet Service Reputation Look Quality

  13. SWOT Analysis Weaknesses Strengths • 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 Opportunities Threats • Cheaper prices offered by competitors • Lack of awareness/young brand • Too geared toward the business traveler • Not enough new faces; only return customers • Add more locations • Utilize social media • Show target audience that the Hyatt is for them

  14. Problem: 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.

  15. 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.

  16. Time Frame • Run in the summer, starting June 1, 2014 • 12 Week run • Focusing on Chicago as the primary location

  17. Media Plan Target Audience • 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.

  18. Media Plan Print: Magazines Vanity Fair • One-page advertisement • Four color • Three consecutive issues • Total around $192,156.

  19. Media Plan Print: Magazines GQ • One-page advertisement • Four color • Three consecutive issues • Total around $164,023.

  20. Media Plan Print: Magazines W Magazine • One-page advertisement • Four color • Three consecutive issues • Total around $107,869.

  21. Media Plan Digital Media Google Daily budget of $60.00. Pay Per Click campaign Total around $1,800/month.

  22. Media Plan Digital Media Pandora Radio three months will run across Pandora as a pop-up ad 287,910 times for a total of $5,755.

  23. Media Plan Digital Media Hulu Designate a total budget of $54,000 Average of $18,000 per month.

  24. Media Plan Digital Media Expedia/Hotels.com TravelAds Monthly retainer of $30,000. Pay Per Click Campaign will run on both sites until the designated budget is utilized.

  25. Media Plan Digital Media Youtube Mid-July, $300,000 homepage ad for 24 hours. $5,000/month budget with $.30 being deducted per view.

  26. Media Plan Digital Media GQ/Vanilty Fair Online Three digital issues of both GQ and Vanity Fair $43,650 per issue.

  27. Media Plan Digital Media Facebook $100/day CPM in Facebook advertisements totaling $3,000/moth.

  28. Media Plan Digital Media 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.

  29. Media Plan Promotional 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.

  30. Media Plan Sponsorships Chicago Cubs $500,000 sponsorship Will include signage and hospitality efforts. Relevant during the Summer months

  31. Media Plan Sponsorships Southwest Airlines Sponsor of the Chicago Cubs Partnering with an airline will ensure that those traveling via Southwest will always check Park Hyatt first.

  32. Media Plan Out 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.

  33. Media Plan

  34. Creative: Video Ad

  35. Creative: Print Ad

  36. Creative: Print Ad

  37. Creative: Web Ad

  38. Creative: CTA Ad

  39. 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%

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