There was a before and after September 11, 2001, there will now be a before and an after September 15, 2008. And the destruction of the Twin Towers marked the end of an era, the bankruptcy of Lehman Brothers is translated by a brutal reversal of conditions whose first victims are the travel and luxury hotel. "The world has stopped travel from this date," notes John Wallis, Director of marketing of the Hyatt group. "We experienced momentum in October and November, but since then, the effects of the crisis were felt and no one can predict when the situation will return to normal." For complete facilities deserted by the customer, the major hotel chains dropped course ballast on the price with in the last quarter of 2008, decreases by more than 20 found for example in London or Monte-Carlo ("Les Echos" from March 24). As very simply recognized by John Wallis, the power is passed from the client, which now has the choice to go where he wants. Even Tuesday night, traditional "edge day" hotels which rotate with business customers.
Back to basics
The Hyatt Group decided to take the bull by the horns by communicating on the welcome and hospitality. A return to basics in accordance with the expectations of customers, all the more demanding that they know that the report forcibly reversed in their favour. Named "the big welcome", this campaign will run until May 13, representing an investment of $ 8 million (EUR 6 million) for the non-rated group still controlled by the Pritzker family. Originally from Chicago and carefully avoiding any media exposure, the latter is not less famous for more than a title. First for the grand prize of architecture that it awards each year. Enjoying a prestige equivalent of the Nobel, reflects its commitment to the design and contemporary art, which shows also the style of the Park Hyatt, the most prestigious institutions of the group. More recently, the family is shown for his support for the campaign of President Barack Obama.
First part of the device: the adjustment of the loyalty program. You are Hyatt Gold Passport holder (simply a night spent in a hotel of the group or to register on the site ) You now right to "benefit", such as "check in VIP" more, overfill in suites, the night offered no date limit of validity and especially free access to the Internet... "We hope to show our appreciation to our customers and showcase our loyalty towards them and not the reverse", says the press release issued by the group, in an interesting role reversal exercise. But the highlight of the operation is the competition on the Internet with the three winners will each win 365 nights in hotels Hyatt of their choice. The winners of the event which involves the imagination of the participants (read the terms and conditions below) will be free to use this "voutcher" of luxury, valid until June 2014 in 370 hotels and "resorts" Hyatt established across 44 countries and with the grant of 1 million miles in use among the companies air partners. In total, more than 31,000 nights that will be offered, since, in the absence of the jackpot, participants can win, by drawing lots, is one night free in a Hyatt of their choice.