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Hyatt has created a dedicated position to set the  SkiftX: What else is Hyatt developing in the
                                                                                                                                vision and strategy for well-being, both internally  wellness space?
                                                                                                                                and externally, which speaks volumes about how
                                                                                                                                seriously Hyatt takes its purpose.       Kyricos: We have a lot of exciting things in the
                                                                                                                                                                         works. Internally, we’re piloting a program to help
                                                                                                                                SkiftX: How is Hyatt integrating wellness  colleagues find their own paths to well-being.
                                HOW HYATT IS TAKING STEPS TO                                                                    options into its World of Hyatt loyalty program?  We’re also working with a partner company to
                                                                                                                                                                         help colleagues learn how to better manage
                                INCORPORATE WELLNESS INTO                                                                       Kyricos: Amy Weinberg, senior vice president,  their energy, whether at work, home, or play.
                                                                                                                                World of Hyatt & consumer insights, has been
                                                                                                                                very focused on integrating well-being into the  Commercially, we’re piloting new products and
                                EVERY ASPECT OF ITS BUSINESS                                                                    World of Hyatt loyalty program. One example of  services with our wellness brands, Miraval and
                                                                                                                                how we’ve brought this to life for members is by  Exhale, to learn how to have the most positive
                                                                                                                                providing access to complimentary Exhale fitness  impacts on the health and well-being of our
                    Skift Take:                                                                                                 classes when staying at our hotels. Additionally,  guests and customers. Creatively expanding
                    With so many hospitality brands jumping on the wellness                                                     we’re making Exhale On Demand, a platform to  those brands within our portfolio continues to
                                                                                                                                stream Exhale fitness and meditation classes,  be a priority, as is leveraging the decades of
                    bandwagon today, the companies that are actually going                                                      available for guests to access in over 19,000 Hyatt  expertise they offer in the areas of spa, fitness,

                    to resonate with customers are those that create true                                                       Place and Hyatt Regency hotel rooms in the U.S.  mindfulness, and holistic well-being in other ways.
                    opportunities for customers to enhance their wellbeing.                                                     We’re also committed to our members’ well-being  SkiftX: How do you determine the return on
                                                                                                                                when they’re not traveling, evident by the recent  investment of well-being?
             Wellness has become the trend du jour across  We think of wellness as the road and well-being                      integration of Exhale into World of Hyatt, where
             the hospitality industry as of late — there’s  as the destination you hope to reach, and this                      members can earn and redeem points for Exhale  Kyricos: We focus on what’s in the best interest
             been no shortage of brands sporting imagery  journey is personal to each and every one of                          fitness classes and spa therapies. This is the first  of our colleagues, guests, and customers. We also
             of a guest thoughtfully “zenning out” in a yoga  us. There are detours, of course, like work, the                  integration of its kind and was a collective effort  look at data and research from organizations like
             pose or at a hotel spa in the last few years. But  weather, the environment, or even politics, but                 with the World of Hyatt team and Exhale CEO  the Global Wellness Institute that provide insight
             Hyatt believes true well-being goes way beyond  we empathize with these realities and aim to                       Annbeth Eschbach.                        into the business of wellness to prove that these
             some updated branding and a few healthy food  positively impact how our guests and customers                                                                investments are indeed worth pursuing in the
             options. Hyatt is making a promise to care for its  feel, fuel, and function every day.                            World of Hyatt also recently launched FIND, a  travel industry.
             guests and colleagues both inside and outside                                                                      new well-being experiences platform, which was
             its hotel properties.                     SkiftX: What exactly does a “global head of                              shaped by consumer interest in experiences over  For example, wellness tourism is growing twice
                                                       wellbeing” do?                                                           “things” and transformative travel. Through this  as fast as global tourism. And we now know
             SkiftX spoke to Mia Kyricos, Hyatt’s senior vice                                                                   platform, eligible World of Hyatt members can  that wellness tourists are spending between
             president, global head of wellbeing, about how  Kyricos: At Hyatt, this role is about realizing our                earn and redeem points on a curated selection  50 percent and 180 percent more than their
             the company is integrating wellness into not  purpose, and that comes to life by building on                       of well-being experiences, both in and outside of  average counterparts. So the opportunities and
             only its spas, menus, and fitness centers, but its  our current foundation to further incorporate                  hotel stays. FIND allows us to provide members  demand for well-being are there –– and it’s clear
             larger brand values and business philosophies.  well-being into our DNA. Commercially, that                        with more value and care while aligning with  that they’re here to stay.
                                                       means considering the value proposition of our                           our overall well-being focus.
             SkiftX: Where does wellness f it into the  brands, the cultures we work in, and the needs
             equation for Hyatt?                       of our most loyal guests and customers. It also                          Well-being is also part of the new World of Hyatt
                                                       means looking at the traditional wellness areas                          credit card, which allows cardholders to earn
             Mia Kyricos: Hyatt’s growing focus on wellness  of our hotels, like spas and fitness centers, while                twice the points on fitness and was the first of its
             is unique in the marketplace in that it did not  also considering how to make wellness transcend                   kind to reward self-care. These are all examples
             stem exclusively f rom a particular product or  the four walls of our hotels, and the relationship                 of how Hyatt thinks and approaches wellness
             service, or the wellness brands we’ve incorpo-  we have with our guests both during and in                         and well-being differently in the marketplace,
             rated into our organization. We view well-being  between their stays.                                              and stands to make wellness and well-being a
             as more than spas, fitness centers, and healthy                                                                    greater part of our overall DNA.
             food options on an in-room dining menu. We  Internally, it’s about focusing more on how we
             offer these types of amenities and options, but  work, rather than what we do, and making the
             well-being at Hyatt is ultimately driven by our  culture of care and well-being something that
             purpose –– we care for people so they can be  can be felt across our workforce. The fact that                                                 Mia Kyricos
             their best.                                                                                                                           Senior Vice President,
                                                                                                                                               Global Head of Wellbeing,
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