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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,
                                                  Hyatt
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