Empowering Hyatt’s Brand Strategy in the Competitive Indian Market

As Head of Marketing for Hyatt in India and Southwest Asia, Deepa Krishnan is at the helm of steering a global brand through a vibrant and multifaceted market. “Leading marketing for a brand as expansive as Hyatt in this region involves addressing a diverse audience that presents both significant challenges and exciting opportunities. Our goal is to drive growth and foster engagement by delivering personalised and authentic experiences. Marketing must operate on national, regional and local levels, adapting to the evolving preferences of our consumers,” observes Krishnan who comes with an experience of over two decades, including roles with Tata Starbucks, Kantar and Idea Cellular.  

Strategic focus and market expansion

Elaborating on Hyatt’s strategic focus in India, she shares, “Our marketing strategy is centred around thoughtful growth, with a key focus on the LLLW framework - Loyalty, Luxury, Leisure, Lifestyle and Wellness. This approach aligns with the evolving demands of our target audience and is integral to our purpose of caring for people so they can be their best,” she notes. At the heart of Hyatt’s marketing strategy is the brand’s commitment to creating memorable and transformative guest experiences. “We aim to craft initiatives that spark conversations and inspire our customers to become brand advocates and influencers,” she explains. Recently, Hyatt launched the Be More Here platform across Asia Pacific. This new brand initiative invites guests, members and customers to embrace the transformative power of travel and be more present. “We are dedicated to creating journeys where every interaction leaves a lasting impression,” Krishnan shares.

Innovative digital transformation

Krishnan informs that digital transformation is at the core of Hyatt’s marketing evolution. “We’ve embraced it to revolutionise our approach. AI plays a crucial role in analysing guest behaviour, booking patterns and external factors, enabling us to predict demand and adjust our pricing strategies in real-time,” she shares, emphasising on the importance of leveraging data to enhance guest experiences. “We use data to craft targeted, personalised communications and optimise room inventory based on individual preferences, loyalty status and revenue potential. Additionally, we are exploring innovative technologies like the Metaverse to offer immersive experiences and tap into the growing demand for augmented and virtual reality tourism,” she explains.

Growth and development

The World of Hyatt membership programme is growing rapidly, she informs, adding that India alone has 1.5 million members. The brand’s presence in Southwest Asia is expanding, with 51 hotels spread across nine distinct brands, including Andaz, Alila, Hyatt, Hyatt Regency, Hyatt Centric, Hyatt Place, Park Hyatt, Grand Hyatt and JdV by Hyatt. The region’s portfolio has surpassed the 10,000 keys milestone. Krishnan highlights the importance of aligning with current consumer trends. “Millennials and Gen Z are driving an experience-first economy. They are prioritising travel and work-life balance over traditional assets like buying homes. In response, we are curating unique and immersive experiences that go beyond mere functionality to create memorable moments that resonate emotionally,” she says.

Commitment to sustainability

In response to the global push for sustainability, Hyatt is prioritising eco-friendly practices in its marketing strategies. “We understand that Indian consumers are increasingly willing to pay a premium for sustainable and eco-friendly accommodations. Therefore, we are integrating sustainable practices into our operations and highlighting them in our marketing initiatives,” she says.

Krishnan points to several recent initiatives, including reducing plastic waste through water bottling plants, upcycling linens into reusable bags and implementing water harvesting systems across multiple properties. “Our World of Care platform reflects our commitment to Environmental, Social and Governance (ESG) practices. By showcasing our sustainable efforts, we aim to strengthen our brand reputation and contribute to a more sustainable future for our guests, colleagues, and the communities we serve,” she adds.

Building customer loyalty

Elaborating on Hyatt’s commitment to enhancing customer relations, she shares, “Our purpose is to care for people so they can be their best. By placing the guest at the forefront of everything we do, we create a guest-first culture that drives every aspect of our business.We’re constantly innovating and reimagining our offerings to meet the diverse needs and preferences of our guests, building lasting relationships that drive loyalty and retention.”

Navigating local and global trends

Krishnan highlights the importance of integrating local insights into Hyatt’s global strategy. “While our brand values and promise remain consistent worldwide, local preferences and cultural nuances significantly shape our marketing approach. In India, for instance, we’ve tailored our strategy to resonate with cultural values, such as through our Perfectly Yours wedding campaign. This initiative was designed to align with the significance of weddings in Indian culture, positioning Hyatt as a trusted partner in creating unforgettable celebrations,” she notes. Its success led to the launch of Perfectly Yours 2.0 which further emphasises on Hyatt’s commitment to delivering culturally rich moments.  

Advancing gender equality and inclusion

Krishnan reflects on the progress made towards gender equality in the industry. “We’re committed to continuing this momentum. At Hyatt, we believe that embedding diversity, equity, and inclusion (DE&I) in every part of our business is crucialm,” she says. Hyatt’s Change Starts Here initiative, introduced in 2020, focusses on accelerating DE&I efforts. “This initiative includes actionable goals to enhance DE&I in hiring, supporting diverse suppliers, and fostering an inclusive work environment. Aslso, our Diversity Business Resource Groups (DBRGs) provide platforms for colleagues to connect and collaborate, reflecting our commitment to a culture of opportunity for all,” explains Krishnan.

Empowering women  

Hyatt’s commitment to empowering women in hospitality is evident in its workforce. “In India, we have over 2,000 female colleagues, with more than 100 in leadership positions and 12 per cent of our General Managers being women. We’ve seen a 3 per cent increase in our female workforce over the last five years, reflecting our dedication to gender equality.”