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Hyatt Launches World’s Largest Focus Group To Tap Into The Mindset Of Today’s Traveler

September 27, 2013 Corporate No Comments Email Email

In a continued effort to listen to guests and improve their overall travel experience, on September 26, Hyatt will host The World’s Largest Focus Group through a series of online activities grounded in the simple question: “How do YOU travel?” While traditional focus groups tend to happen behind the glass, Hyatt will utilize its social media presence to gain greater consumer insights and ideas about new offerings, amenities and services, as well as continue its consumer listening efforts by engaging with guests in real-time in multiple time zones around the globe.

Travel enthusiasts from the U.S., U.K., France, Hong Kong, Australia, Chile and Mexico, along with Hyatt associates from around the world, will lead discussions about travel via Twitter and Facebook, while mining for insights about the experience of today’s traveler.

The World’s Largest Focus Group is the second phase of Hyatt’s 18-month listening exercise, which kicked-off with more than 40 facilitated group discussions around the world. The exercise spurred a host of new, well-received offerings, including guest communication cards to encourage dialogue between associates and guests, Hyatt Has It (a service providing frequently forgotten items), high quality, dermatologically sound bath products and new, healthy and balanced menu offerings.

“We truly value the opinions and feedback shared by our guests, which inspired the series of new amenities and offerings we rolled out this spring,” said Kristine Rose, vice president, brand experience, Hyatt Hotels & Resorts. “We know that guests have responded very positively to these changes, which is why we find it so critical to continue these conversations. We hope that by hosting this focus group, we’ll have the opportunity to further understand why our guests find certain services and amenities to be so crucial to their travel experience and how they travel today. By continuing to listen and react to feedback, we’ll position ourselves to successfully deliver experiences that are more personalized and tailored to our guests’ individual needs.”

The schedule of Twitter chats is as follows:

  • Seamless Travel: 5:00 – 6:00 a.m. CST, led by Matt Long @LandLopers and Caz and Craig @YTravelBlog
  • Routines on the Road: 7:00 – 8:00 a.m. CST, led by @BritMums, and BritMums co-founders Susanna Scott@AModernMother and Jennifer Howze @jhowze
  • On the Road Rituals: 12:00 – 1:00 p.m. CST, led by Latina Bloggers Connect @LBConnect and Ana Flores @laflowers
  • Traveling Like a Pro: 2:30 – 4:00 p.m. CST, led by Travelers’ Night In @flyingwithfish

To join The World’s Largest Focus Group on Twitter follow #HyattWLFG or visit Hyatt on Facebook.

For more information on The World’s Largest Focus Group, new amenities and services at Hyatt hotels, and to learn more about Hyatt’s guest listening approach, visit www.hyatt.com/experience.

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