03/20/2007 11:59:00 PM 
However, Hyatt believes the "Integrated Traveler" is a segment of the market that's not being catered for.
They know, because they conducted research that told them:
- 90% of travelers blend their personal and professional lives
- Only 10% could find a hotel that gives them what they want
- They found people work and play at the same time- 71% work while they are watching TV
They also consulted with author Daniel Pink, author of a Whole New Mind and an expert in how people's personal and professional lives are evolving to demand a unique combination of left and right brain skills.
Armed with all these findings and expert input one would expect Hyatt to be launching a whole new concept, they are, it's called Hyatt Place.
So what exactly does this new brand do that's different?
How can it attract the 90% of travelers in their survey, who don't appear satisfied with their hotel?
Here's the list of Hyatt Palace's new features and amenities:
- A 42 inch flat screen HDTV
- Wi-Fi access, a sofa bed and an over-sized desk in the room
- A gym
- A gallery host who can help them with any need
- Wi-Fi, TV and snacks in the lobby area
- Food that can be ordered in the room
It's a great example of fake innovation, there's nothing here that's new or isn't being pursued by other hotels. It's a press release masquerading as innovation.
Clearly the research Hyatt commissioned found something reasonably interesting, the idea that there's a new class of traveler, but the solution doesn't deliver on the finding.
Where's the problem?
The finding that travel is no dividing line anymore between business and leisure travel is common knowledge in the industry
The research just doesn't go far enough to identify the new needs of these travelers.
If 90% of travelers aren't satisfied with their hotel, there has to be a huge opportunity.
What do they want?
Hyatt needed to do more qualitative work and ethnography to better understand real needs and behaviors of this segment.
This research would have informed a better solution.
There's nothing wrong with launching a new brand or upgrading, but you can't suggest opportunity and fail to deliver or innovate around the promise, you will end up disappointing your customers and leaving an opening for one of your competitors to come along and deliver.
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