Hyatt Regency Tells Guests That Not Being at Home Can Be a Good Thing
Photo Credit: A still from the new Hyatt Regency campaign that encourages people to not behave like they would at home. Hyatt Hotels
Skift Take
On one hand, hotels can be impersonal giants that don't allow for individuality or local understanding. On the other they can be an escape from the mundane, where the cost of managing fun or freedom is outsourced to someone else.
Hyatt Regency announced on Tuesday a multimillion dollar integrated global marketing campaign “It’s Good Not to Be Home,” an idea that speaks as much to the perceived freedom of travel as the benefits of hotels over other options.
“It’s Good Not to Be Home” is largest campaign of its kind in Hyatt Regency’s 50-year history and is being carried out with advertising agency Pereira & O’Dell.
According to Hyatt's Sandra Cordova Micek, its senior vice president global brands, and Maryam Banikarim, its CMO, the campaign was born out of conversations with and research on consumers who felt that, while at times being away from home is difficult, travel also affords the opportunities to discover and do new things.
“That insight seemed really intriguing and interesting to us, and it seemed really core and central to Regency,” Banikarim tells Skift.
The Hyatt Regency's consumers are both leisure travelers and business travelers, Micek points out,
