Hyatt Hotels Corporation has launched a new global platform to engage guests beyond traditional hotel stays.
The platform, named 'World of Hyatt', will feature personalised experiences designed to promote understanding through travel.
"World of Hyatt is an expression of who we are," said Mark Hoplamazian, president and chief executive officer, Hyatt Hotels Corporation.
"It's a platform powered by our purpose - caring for people so they can be their best - and it inspires how we engage with guests, interact with colleagues and owners, and operate our business. Importantly, it's designed to deepen our relationship with our community beyond traditional hotel stays."
In line with the launch, the World of Hyatt loyalty programme, which was announced in October, will go live from March 1. This programme features more tiers and ways to earn status, allowing for more meaningful benefits for members.
The tier names - Discoverist, Explorist, Globalist - reflect the aspirations of members as they travel and expand their world. And the rewards and benefits, such as providing more ways to earn free nights, reflect what matters to them most.
"With World of Hyatt, we don't just want to welcome you to our world, we want to understand yours," said Jeff Zidell, senior vice president, loyalty, Hyatt. "We listened and reimagined our loyalty programme to emphasise more meaningful rewards and benefits at every level."
At the same time, World of Hyatt is collaborating with non-profits, Learning AFAR and No Barriers USA, to support a program designed to inspire transformational learning. Students who might not otherwise have the chance will be given a life-changing experience designed to help them better understand themselves and the world around them.
World of Hyatt has also collaborated with AFAR, a company founded on the notion that travel brings understanding, to offer a new three-day experiential itinerary to Tokyo, which is said to offer "unparalleled access to the city in a way that will create unforgettable memories and relationships" according to statement.
The launch is supported by an integrated marketing campaign, which made its debut during the 89th Oscars broadcast, featuring a series of personal vignettes that speak to the power of understanding.
The global campaign will extend across TV, digital, social, out-of-home, in-hotel, print, and events throughout 2017 with an emphasis in the United States, China and India.
For more information about World of Hyatt, please visit www.hyatt.com/understanding.