Book the

Experience
your client
Deserves

By: Peter Sliwa (Copy), Lauren Shaw (Traffic), Austin Kairis (Account
Planner), Natasha Poonja (Media), and Katy Buffington (Art Director)

Research
The research we conducted told us:
Travel Advisors would prefer to have a P.O.C.
(point of contact) within a company
Travel Advisors are more likely to spend
points on guests rather than themselves
An immersion experience that promotes
knowledge of the Hyatt experience in addition
to personal networking connections

Target
Audience
Travel Advisors who:
Cater to middle to upper class of HHI
$100,000 - $350,000
Include niche categories such as luxury and
business travel
Feel underserviced by big hotel brands
Read trade publications and pays attention to
the new travel trends
Want an improved job performance and
closer relationships with clients and people
within the industry

Competitive
Overview
Marriott and Starwood Hotels offer gated
educational and training programs for
Travel Advisors
Ritz Carlton and Four Seasons Hotels offer
Point of Contacts for Travel Advisors
Hyatt lacks these programs for Travel
Advisors

SWOT
Analysis
Strengths:

The brand family includes a variety of locations, services, design, and

amenities, which all attribute to 10 differentbrands

Weaknesses:
Not enough Travel Advisors are aware of what Hyatt and the brand has
to offer them and their clients

Opportunities:
Both the Travel Advisor website and point system have not be updated
since 2009
Opportunities for revamping distinctive resources and benefits
Also there is an opportunity to improve Hyatts accessibility to Travel
Advisors, which would enable collaboration for more meaningful
client experiences

Threats:

Existing reward and education programs instilled by other hotel and

resortcompanies are highly competitive and already well known
by Travel Advisors

Consumer Insight
If Travel Advisors were more aware of the Hyatt brand,
its tools, services and experiences offered, then they
would be more likely to book their clients at Hyatt in
order to give them the best possible experience

Campaign
Objectives
Increase the number of Travel Advisors who
register for the program by 4% before the
end of 2015
Increase the number of Travel Advisor
reservations from July to December by 6%
Increase website traffic by 10% before the
end of 2015

Strategy
Our Campaign:
Improvements of the website
Development of Hyatt Hand
Revamped point system for Travel Advisors
Creation of Hyatt Immersion Experience

Goal of Campaign:
Encourage travel advisors to book with Hyatt
Educate Travel Advisors about Hyatt brand
Provided a support contact within Hyatt

Website
Redesign
& Launch
Redesign for the Hyatt Travel Advisor website
Drive advisors to the website
Generate traffic
Complimentary benefits
Learn about the Hyatt brand

Hyatt Hand
Exclusively for Travel Advisors
To better help Travel Advisors book with
Hyatt and answer any question clients
may have
Manages discrepancies when occurred
between client and brand

Point System
New point system:
Earning PointsEarn 33% more in points when you
book your client at any Hyatt Resort

Ex: 2,000 points for client = 660 points for Travel Advisor

Services Advisor can provide clientEarn 10% points back when used on
clients with Gold Passport
Earn 15% points back when used on
clients with Platinum Passport
Earn 20% points back when used on
clients with Diamond Passport
Points are redeemed for client benefits
only such as:
-

Room upgrades
Complimentary breakfast
Free nights
Hotel shuttles/ car services
Spa services
Bar passes (where applicable)
Dining passes

Increasing Ranking for Improved benefitsPlatinum

Earn Platinum Passport status by booking
50 clients in a year
Maintain Platinum status by booking at
least 30 clients a year
When status earned and maintained,
receive up to 10 free room upgrades for
the your client per calendar year
Diamond
Earn Diamond Passport status by booking
100 clients in a year
Maintain Diamond status by booking at
least 60 clients a year
When status earned and maintained,
receive up to 20 free room upgrades for
the your client per calendar year

Hyatt
Immersion
Experience (H.I.E)
The objective of the event:
Raise loyalty among travel advisors so
that they will keep using Hyatt
Show experience, quality, Immersion of a
Hyatt stay
Improves knowledge of Hyatt brand with
Travel Advisors

Hyatt
Immersion
Experience (H.I.E)
The event will include the following elements:
Flight, room, and meals
Keynote speakers
Finance experts who specialize in
travel businesses
B2C experts who will teach Travel
Advisors how to brand themselves
toward their clients
Networking opportunities among Travel
Advisors and Hyatt specialists
Attendees will have a deeper insight of the
experiences that their clients will have at Hyatt

Media Kit:
Digital Placements
Digital advertisements
Figures and information provided by Travel Alliance
TravelPulse.com
Option B (for 12 months)
- Editorial up to 6x/year
- Press Releases up to 10x/year
- Skype Videos 2x/year
- Blogging up to 2x/month

LuxuryTravelAdvisor.com

Offer frequency in TP daily 2x/week

Additional offers on TravelPulse.com
Brochures & Videos 8/each
Banners 2

Medium Rectangle 0
- Rotate 4 of our print ads throughout 12 month period

TravelAgentCentral.com
Medium Rectangle 0
- Run on site (ROS): Rotate 4 of our print ads throughout 12 month period
- Content Section: Rotate 4 of our print ads throughout 12 month period

Media Kit:
Social & Native

Social media advertisements: Facebook

Using custom developed and managed B-to-B
social media channels
-

Lead Capture & Fan Growth Program

Fan engagement & brand awareness program
Hosted Content Program on 1 App
Sponsored Content/Newsfeed Post Program (5 posts)
30 total posts

Native advertising

- Run on TravelAgentCentral.com
- Every other week throughout 12 month period

Media Kit: Print

Print advertisements

Vacation Agent Magazine

- Figures and information provided by Travel Alliance

- page Ad: Rotate 4 of our print ads throughout 12 month period
- page Ad: Rotate 4 of our print ads throughout 12 month period

Agent@Home Magazine

- Page Ad: Rotate 4 of our print ads throughout 12 month period

- Page Ad: Rotate 4 of our print ads throughout 12 month period

Travel Agent Magazine

- page Ad: Rotate 4 of our print ads throughout 12 month period

- page Ad: Rotate 4 of our print ads throughout 12 month period

Luxury Travel Advisor Magazine

- page Ad: Rotate 4 of our print ads throughout 12 month period

Budget
H.I.E.

Top 200 Travel Agents as defined by metadata from TravelWeekly.com

All Expense Paid
- Room= $405/per night X 200people = $162,000
- Flight = $300/per person X 200people =$60,000
- Hall Expense = $1,000/per day =$2,000
- Food and Beverage = $13,000/per day =$26,000
- Key Speakers = $2,000

- Total Investment: $252,000

Media Kit

Total digital costs= $117,000 17.5%

Total social costs= $35,200 5.2%
Total native costs= $72,000 10.8%
Total print costs= $445,468 66.5%
100%
Total Cost = $669,668

Production

Photo shoots with Edits = $5,000 X 9 photshoots=$45,000

Total Cost = $45,000

Website

Website development cost= $29,000*

Total Cost =$29,000*

TOTAL= $995,668.00

Potential
Campaign
Expansion
Media

Given an additional $562,468.00 we can expand

the digital and print ads for four additional Hyatt
brands.

Larger H.I.E.

Given an additional $1,008,000.00 we can reach

four times more Travel Advisors in different parts
of the country, while still benefiting the Hyatt
brand, and increasing ROI.

App

Explored the idea of an App during our primary

research, but due to our personal and timeframe
limitations, it can be a viable option in the future

Thank You,
Questions?