Hyatt - Leveraging on Web with New Media and Technology Hyatt Hotels Corp. operates more than 400 hotels around the world but runs even more web sites—more than 600. Hyatt, a brand that remains among the leading names in the hospitality industry has always tried to start new standards. Hyatt in year 2009 actively started pursuing Social Media as they wanted to use this New emerging Media for to position Hyatt as a credible source for wine and food. Hyatt started work on Facebook as it has a high-end audience. Several contests related to culture were promoted on Facebook and Twitter and the winners were given Free of cost experience of any one of the Hotel’s services. They engaged several socialist blogger that talk about Entertainment, Tourism and Beauty and made Brand Ambassador of some celebrity bloggers, like Liliane Ferrari which propelled the cause of the International Women’s Day. And she definitely proved to be a great influencer, and later on became an ambassadress for Hyatt. Hyatt is expanding the project and developing a portal that will be launched in the second half of 2010 to make a stand alone information online service about Traveling, Beauty, Wellness, Wine, Cooking, Music, Celebrities (that stayed at Hyatt) and other such interesting subjects. On Twitter: It gained 26% more followers and the interaction with the profile through replies, messages and re-tweets increased 213%. On Facebook: The number of people who “like” Hyatt’s Fan Page on Facebook grew 74% and the number of interactions also increased 37%.
Leveraging the Game Hyatt to leverage these social media activities was in dire requirement of updating their content on their ~ 600 websites, was looking for some solution to help update their all sites as it would take them in normal work routine around two or three weeks minimum for making changes to site content. With deployment of CQ5 content management system (CQ5) from the Day Software made it easily and accessible through a web interface which is available to each of its web site managers to make changes to web content, and hence to make changes in just a few minutes.
Internal Customers The system also provides a workflow application so managers can instantly route content changes to superiors or colleagues for review and approval.
Also Hyatt’s web site managers now will be able to log on to view web analytics data to see how site visitors are responding to web content and quickly change merchandising and marketing content if necessary. The CMS has also helped them to utilize the system to build a corporate blog, which will take advantage of Day’s user-generated content features, followed by work on specialty web sites for Hyatt’s restaurants, catering businesses and hotel renovation projects.
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Screen Shot – Blog on Hyatt
It is evident that people return from a holiday/ business trip after they had spent their sabbatical etc in Hyatt like to tell others about their experiences through reviews and testimonials.
References http://cmsreport.com/planet-cms/30/58226 http://edelmandigital.com