The Kaiser Hotel, which is easier to do, why are its members less useful?

Hyatt is a well-known multinational hotel management group. Data shows that as of now, Hyatt Hotels has more than 180 hotels in China, and the number of newly opened hotels in 2024 will be 32, entering 12 new cities, including 22 Yi Fei, and one luxury boutique brand Park Hyatt, Alila, and Hyatt Collection. In terms of members, as of the end of the first quarter of 2024, the number of World of Hyatt members worldwide reached 46 million.

In order to improve the experience of consumers in the Chinese market, Hyatt Hotels vigorously promotes digitalization. At the end of 2019, Hyatt Hotels launched its official WeChat mini program and launched supporting usage incentives. So far, Hyatt Hotels has a large number of mini program users. However, what confuses the brand is that despite the official promotion of the mini program, the proportion of members who book accommodation through the APP is higher than the proportion of members who book accommodation through the mini program. Therefore, Hyatt hopes to understand the reasons behind this through research and provide valuable reference information to further improve guests’ digital experience.

 

01 Learn from quantitative data about small programs, AP users ' reservations, goals

(Analysis of Member Sources)

 

02 Research to find a member's consumption flow and help brands close user loops

(Analysis of member consumption flows)

 

 

Through this project, brands have a deeper understanding of members' purpose of using tools, thereby helping them adjust the development pace of their digital strategies and invest limited resources into more effective experience delivery tools.