Hyatt has launched a new brand platform, Be More Here, encouraging travellers to “lean into the transformative powers of travel and be more present”.

Throughout this month, the platform creative will roll out across the hotel group’s social and digital channels, paid media across digital, social and video channels, and out-of-home advertisements in locations such as airports.

The activation also will feature on hotel signages, brochures and in-room TVs.

Whether encouraging guests to “Be More Wanderlust,” “Be More Rewarded,” “Be More Mindful” or “Be More Immersed,” the “Be More Here” platform will mark a new way for the group to demonstrate care through its growing global portfolio.

Central to the campaign, Hyatt is making a continued commitment to updating current experiences and offering new ones that will enable stronger connections, including partnerships with Masterclass and HeadSpace, as well as, expanding its loyalty and rewards programme.

Hyatt Vice President of Global Marketing, Laurie Blair, said: “Our guests have told us that they are looking to be more present and have meaningful experiences when they travel.

“In trying to fit everything into our busy lives, we tend to sacrifice authentic connections – to loved ones, colleagues, and even ones’ self – resulting in a renewed need to help our guests focus on the here and now.

Blair added: “The ‘Be More Here’ platform encompasses a vibrant global portfolio of brands full of life and soul, and a loyalty program that rewards members for experiencing what this world has to offer. It’s just another way we are differentiating and elevating World of Hyatt by emphasising guests’ needs and focusing on rekindling the art of connection.”

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