Unbound is Hyatt’s hotel group in the age of social media
Instagramming, Snapchat and Facebooking a hotel stay is practically a must for today’s social media savvy travelers, whether it’s because of a view that kills or just the unspoken desire to brag about being on holiday. So it was only a matter of time before a major hotel brand started thinking about building with social media in mind. Hyatt Hotels’ Unbound Collection, which launched this week, is a carefully selected group of independent hotels, each with their own unique identity, history and design, all of which can be easily displayed on social media … or at least Hyatt hopes so.
âYour trip is a shareable nugget,â said Maryam Banikarim, Director of Marketing for Hyatt Hotels. CondÃ© Nast Traveler. “And we want our properties to have something you want to share, not just photos of the room, but your experiences there as well.”
Currently, Unbound has four hotels in its collectionâ
in Austin; the Louvre hotel in Paris; the Carmelo Resort & Spa in Montevideo, Uruguay; and the Coco Palms Resort in Kauai, Hawaii (which is undergoing renovations and will reopen in 2018). All Unbound hotels will be upscale and luxury properties, that is, four to five star hotels with full service (such as late night room service). The hotel will also be a mix of historic gems, cool contemporary places and new builds.
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While Unbound does indeed seek out hotels with “rich social currency”, Banikarim reports that Hyatt will not obsessively track a hotel’s number of followers or likes during the inclusion process, especially that Unbound’s future pipeline includes hotels that have yet to be built. . âWhat we’re really looking for are hotels with a history,â she said, and that goes beyond room amenities. A shareable story on The Driskill, Banikarim said, could involve the ghost known to roam the property turning lights on and off. At the Hotel Du Louvre, its history will be centered on its history as one of the oldest hotels in Paris, while the Carmelo Resort is in the middle of a eucalyptus forest, bringing guests closer to nature .
Because the Unbound Collection is what the hospitality industry calls a âsoftâ brand, hotels will retain their own names and identities, and the Hyatt brand is kept to a minimum. Customers can only learn that an unrelated property is a Hyatt upon check-in, when they find that their stay can earn them all points in the Hyatt Gold Passport loyalty program. There are fears that Hyatt’s presence in a very individualistic hotel like The Driskill will forever change the appeal of the hotel, but Banikarim insists that hotels will have the freedom to do things the way they always have. , with Hyatt helping behind the scenes.
Unlike other hotel collections – Starwood Hotels and Resorts’ Tribute Portfolio, Hilton Worldwide’s Curio Collection and Marriott International’s Autograph Collection – Unbound plans to include travel experiences outside of hotels, possibly river cruises and ‘other types of adventures. âMore and more people value experiences rather than possessions,â Banikarim said. “And people want different kinds of experiences.” So get ready to share your experiences on social media.
Originally appeared on CondÃ© Nast Traveler