While the Hyatt brand is well known internationally and domestically, its portfolio included three brands with underleveraged properties, needing revivification and differentiation: Park Hyatt, Grand Hyatt and Hyatt Regency. They needed a partner who could simultaneously provide guidance and vision for new opportunities among changing consumer segments and lifestyle trends. Hyatt chose Lippincott as its partner in this endeavor.
From the outset, we envisioned a core organizing strategy to maximize the Hyatt name against targets and segments where it leveraged strongly while giving loyal customers differentiated options for their travel needs. We also identified opportunities to give Hyatt a new array of category-defining brands by re-branding and relaunching key portions of the portfolio — from Andaz’s boutique hotel to the historic Hyatt Regency to the welcoming environment of Hyatt Place. Throughout, the Lippincott and Hyatt teams worked side by side to redefine categories, pioneer new experiences and uncover new audiences in an increasingly competitive market.
When Hyatt acquired the AmeriSuites chain, it had the opportunity to break out of the pack and reinvent the fast-growing select-service hotel category. The category was a sea of sameness, with existing brands lacking any defining character. We created a destination that truly understood the needs of business travelers; a place where they could settle in, work easily and relax comfortably.
We designed signature moments, spaces and experiences for travelers looking for a home away from home. Rooms have a home-office feel and feature a “cozy corner” where guests can work from a comfortable sectional sofa. The common areas’ custom music and scents that vary by time of day differentiate Hyatt Place’s sensory atmosphere from other hotels. Guests can order food and drinks when checking in, unprecedented at the time in the select-service category, making a huge difference to the business traveler who arrives at 10 p.m. and hasn’t had dinner yet.
The transformation of AmeriSuites to Hyatt Place also sparked change within the Hyatt team, as they shifted from a transaction-oriented operational outlook, with rigid brand and operating standards, to a more creative and experience-driven approach that benefited both guests and employees. Emotional engagement and authentic interactions became the expectation — and the new norm.
The boutique hotel space was another attractive market that Lippincott helped Hyatt enter. We crafted a totally new boutique hotel concept that was fresh, energetic and contemporary, and perfectly dovetailed with the sensibilities of sophisticated global travelers. Properties within the brand were centered in the most vibrant urban locations. Hotels reflect their locale and embrace a vision of the 21st-century traveler while keeping the timeless benchmarks upon which Hyatt built its reputation.
The name Andaz is a Hindi word meaning “personal style,” chosen to express the hotel’s chic design, unique details and international standards. Each location is designed by a different architect to give it a truly bespoke feeling. Hotels offer an exclusive combination of intuitive, thoughtful service with casual but refined environments.
Lippincott innovation experts imagined the desired guest experience across touchpoints, creating moments that deliver on the brand’s essence, “sophistication made simple,” and expressing the personal and vibrant character of the brand. Signature Andaz moments include gratis minibar selections, desk-free check-in, where guests are greeted personally by an associate with an iPad, and signature parting gifts.
With Hyatt Centric, Lippincott’s challenge was to introduce a lifestyle hotel concept designed for the modern explorer — a technologically savvy, adventurous, global traveler who seeks to “live the location” he or she is visiting. The answer was expressed in a visual system inspired by the streets and intersections that make up every great destination and a logo that features a “pin drop” that puts the guest in the very center of the action. An eclectic mix of photography and illustration are used to highlight the best food, culture, shopping and events each city has to offer. We also worked with illustrator Christoph Niemann to develop a set of custom character illustrations to represent Hyatt Centric guests — cool, confident and looking for adventure every time they touch down in a new destination.
In the extended stay category, Hyatt sought to rebrand Hyatt Summerfield Suites to improve its appeal and differentiate itself. We knew there was a clear opportunity to stand out from the competitive set with a new name and visual identity. And so, we created an inviting naming system for the key hotel experiences and a compelling new logo and visual system to support the experience.
Hyatt Zilara and Hyatt Ziva
After identifying a growth opportunity for Hyatt in the all-inclusive market, Lippincott developed Hyatt Zilara and Hyatt Ziva — innovative resort concepts that offer guests a holistic, all-inclusive experience. The resorts are located in some of the world’s most breathtaking settings.
Guests are introduced to new experiences, encouraged to escape a world of ‘have-to-do’s’ and visit a world of ‘can’t-WAIT-to-do’s’
The concept was designed to allow guests to reconnect with family and friends during their vacation, or meet new people along the way. Seamless digital integration is leveraged to make stays easier and more enjoyable.
The all-inclusive experience offers endless opportunities for guests to live in the moment through unique and spontaneous moments and a calendar full of activities. The adventure continues with food and beverage options that are based on a series of food preparation styles rather than cuisine types.
A collaboration rooted in results
Hyatt Place, which is now in 215 locations and counting, is sustaining a 35 percent increase in revenue per available room. The brand also achieved a 1st place in the J.D. Power 2016 North America guest satisfaction survey for the mid-tier category. Andaz properties have opened in the United States, Costa Rica, China, Japan, England and The Netherlands. And Hyatt House continues to collect accolades, rated highest in guest satisfaction among upper extended stay hotel chains by J.D. Power Parents Magazine also named the hotel brand as one of the “10 Best Hotel Chains for Families” in 2015.
Chief Experience Officer
Our 11-year partnership has given birth to new brands and set the scene for a strong future for Hyatt.