Hyatt’s new “unbound” brand analysed

Use of unbound derived from notion of freedom
Hyatt’s new soft brand The Unbound Collection is being positioned as a luxury experience for the social media-savvy consumer seeking an individual experience at a realistic price, Skift writes. The brand also gives Hyatt the chance to move beyond the normal constraints of hotel accommodation.
The company is reaching out to the more independent-minded traveller with The Unbound Collection by Hyatt. The hotels will keep their independent identities but be integrated into Hyatt’s distribution system, loyalty program and marketing.
Hyatt can therefore expand its portfolio in partnership with hoteliers who don’t really have to change their operations. Similar brand structures exist in Hilton’s Curio, Marriott’s Autograph Collection and Starwood’s partnership with Design Hotels.
“The use of ‘unbound’ is really derived from the notion of freedom,” explains Maryam Banikarim, Hyatt Hotels CMO. “Freedom from owners to be able to continue to operate the way that made them successful, and freedom for consumers to experience travel the way they want, but supported with Hyatt’s level of service consistency.”
Four properties have initially been included in The Unbound Collection by Hyatt: The Driskill Hotel in Austin; Hôtel du Louvre in Paris; Carmelo Resort & Spa in Carmelo, Uruguay; and Coco Palms Resort in Kauai – a Hawaii property that will undergo complete renovation for reopening in 2018.
Skift

x

Check Also

Boston, Miami, flights, SAS, Copenhagen, USA, destinations, Trump, capacity, airline, Scandinavia, Nordic

SAS upgrades Boston, axes Miami

The Scandinavian airline says it is responding to rising summertime demand for Boston – but it is cancelling Miami to do it.

Flixbus, coach, bus, Denmark, Stockholm, crash, accident, Germany, Rostock, Linstow, autobahn, ditch, Berlin

Stockholm-Berlin via Copenhagen bus crashes

The Flixbus long-distance bus fell over on its side in Germany this morning, resulting in serious injuries.

(DK) 3 SALES & OPERATIONS MANAGERS and 7 OPERATIONS COORDINATORS

3 SALES & OPERATIONS MANAGERS – Chinese, Italian & Spanish 7 OPERATIONS COORDINATORS – English, ...

airBaltic, Tallinn, flights, routes, Copenhagen, Stockholm, London, Oslo, Estonia, Baltics, Riga, Stuttgart, Malaga, Brussels

airBaltic to link Tallinn to all Nordic capitals

The Latvian airline is expanding its presence in Tallinn, announcing its first destinations for summer 2019.

Benjamin Smith, Air Canada, Air France, KLM, ceo, chief executive, appoint, unions, French, Analysis, airline, nationality

Unions angry new Air France CEO isn’t French

It is “inconceivable”, unions say, that Air France-KLM would name Air Canada COO Benjamin Smith.

(DK) Sales Representative – Copenhagen

LOT POLISH AIRLINES LOT Polish Airlines is a modern airline that connects New Europe with ...