World of Hyatt is replacing Gold Passport on March 1st and Hyatt unveiled a new ad campaign today that will air on the Oscars Sunday night. It is a very political ad.
First, watch the video–
I like the video a lot. It speaks to a society I want to raise my son in, a society in which religious, social, and cultural differences are respected and humans treat fellow humans with dignity and respect.
But, in the midst of burgeoning populist and isolationist movements around the world, Hyatt’s political stand is sure to sour many, even many of the affluent who can afford to stay in fancy hotels.
Here is how Hyatt describes the new campaign–
World of Hyatt is our new global platform, driven by our purpose to care for people so they can be their best. It’s about engaging more deeply with our community and understanding that community better. It’s an expression of who we are and what we stand for, as well as an opportunity to extend what we do with our guests, colleagues and partners beyond just hotel stays.
And that seems fairly non-controversial. Hyatt already does this — I witnessed it during a recent stay at the Hyatt Regency in Dar Es Salaam.
But the video sends a different message, a dismissal of concerns and reasonable fear over change that are at the root of many populist movements.
Community Experiences from Hyatt
Hyatt’s intends to put its words into practice by offering experiences to its guests beyond just good hotel stays.
- At launch, we’re partnering with AFAR (a company founded on the idea that travel promotes understanding) on an immersive experience in Tokyo that will be available to select members. More details to come.
- We’re partnering with Learning AFAR/No Barriers USA (non-profits) to put empathy into action – Chicago Public School students who couldn’t otherwise participate will have an opportunity for an immersive educational program that culminates in a trip to Costa Rica.
These sound promising.
Milton Friedman may have said the only social responsibility a Hyatt has is to make profit, but sometimes social responsibility, like the initiatives above, fosters loyalty which fosters profits. Certainly it makes me feel better to know that some of the profit from my hotel stays is going toward helping those in need and helping those not in need understand that there is a world of need around them.