Hyatt has announced a global review for all 12 of its brands around the world, following an announcement that it has eliminated its CMO position altogether. Change is in the air, but the hotel company’s direction is clear - their strategy is to attract the high-end traveler by expanding their wellness offerings.
“As a company, we are focused on the high-end traveler, and we identified wellness as important to them” - Mark Hoplamazian, president & CEO of Hyatt Hotels Corp
In 2017, Hyatt made its strategy clear when they acquired both Miraval group, a wellness resort and spa company, and Exhale, a spa and fitness company with multiple locations in the US and Caribbean.
“Hyatt is looking at wellness as a meaningful strategic platform for us to enter, simply because our customers really demand that.” - Steve Haggerty, global head of capital strategy for Hyatt
Currently, Hyatt’s customer base is predominantly male (59%) between the ages of 45-55 years old.
But when we looked at our database for “high-end travelers” - those interested in high-end and luxury travel brands, we found more of a 50/50 split between men and women. Which means Hyatt may have an opportunity to increase its business with the ladies.
Now, Hyatt knows their market well.
They know (and we confirmed) that the high-end travel consumer spends a lot of time exercising, when they’re not working long hours in their management, finance or engineering jobs. They know that making time for self-care is especially difficult (our report shows that 68% say they can’t finish everything they need to do in a day).
Pursuing wellness is a good choice for this group. However, with a little twist, we think we could make Hyatt’s wellness offerings appeal to high-end travelers even more.
We found that 74% of high-end travelers sees traveling to foreign countries as a great way to learn about other cultures.
And every culture has a way to pamper itself.
Swedish massage, Thai massage, Ayurvedic massage...
Dead sea mud masks…
What if Hyatt positioned its wellness experiences to be less generic, and more localized to each resort location? They could create not just wellness and fitness opportunities, but an experience of the culture that would be an attraction in itself.
Having more insights into your target customer can often reveal an angle you hadn’t thought of, but one that makes all the difference.