Hyatt – Behavioural-based Hotel Brand Strategy

 

Reposition the brand to reach a new luxury lifestyle audience and create cut through in the highly competitive premium hotel market.

 

Science showed us that the curiosity personality trait (openness) was very high in the target group and that those high in this trait are more responsive to hedonic messaging and products.

 

Using our behavioural science based planning framework STIMULUS, we delivered a brand strategy that transformed the consumer experience at every stage of the customer journey. The new brand message of appealing to highly curious travellers was delivered through digital, social, travel agents, and a dedicated in-hotel ‘curiosity manager’.

 

Click here to talk to us about how we can help solve your brand challenges with the power of science.

Date

18th March 2018

Tags
Andaz, Behavioural Economics, Brand Strategy, Hyatt, Luxury Marketing, Personality Marketing, Travel Marketing
Sign up for the StoryScience NewsletterIncludes our must-read editorial series, Marketing Science Cheat Sheets, which have been designed to make you the smartest person in the room during your next marketing meeting.