Hyatt faces a multi brand challenge

Hyatt International marketing chiefs admit that diversifying the marketing activities of the group’s three properties in Dubai is proving a challenge.

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By  Sarah Campbell Published  June 4, 2006

Hyatt International marketing chiefs admit that diversifying the marketing activities of the group’s three properties in Dubai is proving a challenge. The American hotel giant operates the Park Hyatt, Grand Hyatt and Hyatt Regency — three very different properties with three very different clientele, although all rated five star. “We have three brands in one location. In most locations, we have one brand or another, so the brand we market is ‘Hyatt’. However, when you are dealing with sub-brands it is different. It is a challenge. In fact, it is more of a challenge now we have renovated the Hyatt Regency,” said Allan Edgar, vice president, marketing, Hyatt International. “Hyatt Regency is a roadrunner hotel. It is for the businessman who flies in, does his meetings, and leaves. It is the core brand of the company. The Grand Hyatt is aimed at a similar businessman, but who is prepared to pay more. Grand Hyatt offers more glitz. It is for the businessman who wants people to see him at the Grand Hyatt, to show that he is successful. “Then there is Park Hyatt. The businessman is really doing well now. He wants to be discreet about his wealth, and wants to be pampered. The three customers are not the same,” Edgar stressed. According to Edgar, the fact that each property is located in a different area of Dubai helps in marketing. “The location is a sub-brand,” he said, although he admitted that not having a beach property was a drawback to the group as a whole. Dubai’s current market buoyancy is helping Hyatt in its marketing endeavours, but as Edgar said: “When you are not full, marketing is about getting customers. When you are full, marketing is about getting more money. Then, you have to attract different customers. We are asset managers. [Our job is about achieving] higher average room rates by providing a service to the guest and creating an experience. That’s the continuing challenge.”

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