'Be more here' in APAC: How Hyatt embraces wellbeing with the power of travel

Hyatt has unveiled its brand platform “Be more here” in Asia Pacific to invite guests and consumers to lean into the transformative powers of travel and be more present.  

Building upon its global launch earlier this year, the regional launch of the campaign aims to highlight that the World of Hyatt’s people, places, spaces and experiences allow guests to feel more cared for, focus on their own wellbeing and discover sought-after destinations through rewarding benefits, said Tammy Ng, vice president of marketing, APAC, Hyatt during an interview with MARKETING-INTERACTIVE.  

Whether encouraging guests to “Be more foodie,” “Be more immersed,” “Be more celebrated”, “Be more wanderlust” or “Be more family,” the “Be more here” platform will mark a new way for Hyatt to demonstrate care through its growing portfolio and unique experiences across the Asia Pacific region and its global portfolio. 

"The ‘Be more here’ platform represents an exciting new way for Hyatt to connect with our guests and customers, while also bringing them into the World of Hyatt member community," said Ng.

“It’s a timely opportunity to encourage travellers to focus on being present and immersing themselves in the moment. Whatever form that takes, from exquisite dining to restorative rituals, it also enables us to further demonstrate our commitment to the wellbeing of each guest." 

Targeting new and existing Hyatt guests, customers, and loyal World of Hyatt members, Ng said the regional initiative aims to further bring new members into World of Hyatt so that they can experience its reimagined offering for themselves. 

“It also further supports World of Hyatt as a loyalty programme that rewards members for experiencing what this world has to offer – another way that we are differentiating and elevating our offering by emphasising guests’ needs and focusing on the importance of connection,” she added. 

As part of the regional launch, guests can embark on a spiritual journey with the Balian, a traditional healer, at Alila Manggis which has been the focal point of healing in Bali for centuries.  

While in Australia and New Zealand, the “Sleep at Hyatt” packages offer exclusive ritual packs curated with organic spa brand, iKOU, featuring Australian-made essentials such as a sleeping mask, calming herbal tea, linen mist, bath salts, and aromatherapy roll-on for restful nights. 

Embracing the mantra "Food. Thoughtfully Sourced. Carefully Served.", Hyatt's culinary ethos emphasises offerings that are not only delicious but also promote wellbeing and sustainability by sourcing ingredients responsibly.   

For example, Black Pearl Two Diamonds Dining Room at Park Hyatt Hangzhou showcases classic Hangzhou and Zhejiang cuisines, promising an authentic culinary journey. Meanwhile, Le Pristine Tokyo, at Hotel Toranomon Hills, part of the The Unbound Collection by Hyatt, delivers a unique combination of Dutch and Japanese flavours, using thoughtfully sourced produce. 

Unearthing insights

True enough, expectations among today’s travellers continue to evolve as guests crave a meaningful travel experience exploring their destination. They are also seeking more customisation in the services and offerings being made available.

This is coupled with findings from a Kantar research which revealed that 52% of Asian consumers say it’s important for them to seek experiences that can be easily shared. Meanwhile, a report from Expedia Group revealed that 95% of APAC travellers are interested in sustainable travel options and 100% are willing to pay more for sustainable travel. 

Hyatt also saw a clear trend of guests looking for more purpose-driven experiences when they travel amid the surging travel rebound in 2023, said Ng. This sentiment has also been reflected in the rising importance of prioritising personal care, with increasing number of guests travelling to reconnect with loved ones and immersing themselves in wellbeing and cultural experiences.  

“We understand our guests are increasingly looking for more meaningful experiences when they travel, so the 'Be more here' brand platform was created to showcase how World of Hyatt can unlock meaningful connections – whether between family, friends, colleagues or even within oneself,” she said. 

As a leader in luxury, lifestyle, and leisure, Hyatt plays in the high-end of every segment and attracts premium guests, Ng explained, "Furthermore, our purpose of care underpins everything we do and that makes caring for our guests’ wellbeing and the experiences they have with us a natural priority."

Meanwhile, the World of Hyatt brand, rooted in Hyatt’s own purpose of care, is a gateway to incredible experiences and destinations, allowing guests to experience the memorable moments that come when they are truly present, she said. 

“As a hospitality company focused on care, Hyatt takes pride in setting a new standard of wellbeing for travel, making sure every touchpoint is crafted with meaning and intent. Hyatt is making a continued commitment to updating current experiences and offering new ones that will enable stronger connections,” she added. 

To bring “Be more here” to life, Hyatt globally worked closely with creative agency VML, production company Smile, and photographer Lucas Garrido, travelling to five different properties across two continents where they cast real Hyatt colleagues, World of Hyatt members, families, friends and couples to authentically capture the guest experience. 

For the global launch in January, the “Be more here” platform creative rolled out across Hyatt’s owned social and digital channels, paid media across digital, social and video channels, out-of-home advertisements in travel hubs such as airports and on-property touchpoints including signage, brochures and in-room TVs.

For the launch in Asia Pacific, the brand is looking at a holistic approach, from paid digital social and video through to on-property touch points.

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