Assembly Named Global Media Agency for Hyatt to Enhance Brand Engagement and Loyalty

Assembly's New Role with Hyatt

Hyatt Hotels Corporation has officially appointed Assembly as its global paid media agency of record (AOR). This significant decision, effective April 1, 2025, will see Assembly play a crucial role in enhancing Hyatt’s advertising and marketing strategies, particularly for its renowned loyalty program, World of Hyatt.

Assembly, a prominent global media agency known for its innovative approach and comprehensive media strategies, has a strong presence in the Stagwell (NASDAQ: STGW) Challenger Network. The partnership is designed to optimize Hyatt’s worldwide media planning and buying, unifying various aspects of its communication strategies under one agency. This strategic move aims not only to streamline operations but also to amplify Hyatt’s media impact across international markets.

Purposeful Strategy and Goals

The relationship between Hyatt and Assembly results from a thorough evaluation process, highlighting both companies' commitment to innovation and effectiveness in the hospitality sector. Jennie Peelle, Hyatt’s global head of media, expressed excitement about the collaboration, stating, "Assembly will continue to elevate the World of Hyatt 'Be More Here' platform." This platform is focused on guiding guests towards the unique transformative experiences that travel offers, specifically through Hyatt's diverse brand portfolio.

Assembly will oversee the comprehensive media strategy which includes planning and purchasing media resources. Their goal is to increase guest awareness and engagement, foster loyalty, and drive bookings for Hyatt's extensive offerings, from luxury hotels under the Mr. & Mrs. Smith and Under Canvas brands to hospitality services promoting wellbeing. The agency aims to highlight the multiple avenues for earning and redeeming loyalty points through the FIND platform and to emphasize Hyatt's partnership with American Airlines AAdvantage®.

Metrics of Success

To measure success in this endeavor, Assembly will track key performance metrics such as Hyatt’s brand health, engagement rates, and return on ad spend (ROAS). Jill Kelly, CEO of Assembly North America, echoed the enthusiasm for their collaboration, saying: "Hyatt is an exciting ensemble of beloved brands, and we are thrilled by the opportunity to be their trusted media agency."

A New Era of Collaboration

With the first campaign scheduled to launch in the summer of 2025, the partnership is anticipated to usher in a new era of customer interaction tailored around personal care and recognition. The inclusion of a data-driven approach and Assembly's focus on innovation will allow Hyatt to create meaningful connections with its audience while ensuring a high level of service quality.

Assembly aligns with Hyatt’s ambition, understanding the hotel brand's unique needs and client expectations. The appointment not only strengthens their marketing capacity but also exemplifies a forward-thinking approach to hospitality.

Hyatt’s World of Hyatt loyalty program itself is expansive, integrating various Hyatt brands—from luxury hotels like Park Hyatt and Alila to inclusive options like Zoëtry Wellness & Spa Resorts. The program currently boasts over 54 million members who can enjoy exclusive benefits such as personalized care, confirmed suite upgrades, and a wide range of rewards for hotel stays and experiences.

As the travel industry continues to evolve post-pandemic, Hyatt’s collaboration with Assembly firmly positions both entities to realize increased brand visibility and loyalty, ensuring they are well-prepared for the future.

Looking ahead, this partnership is set to significantly impact the hospitality landscape, reaffirming Hyatt's place at the forefront of exceptional guest experiences and Assembly’s role in redefining how brands engage with their audiences.