NEW YORK— Hyatt Hotels & Resorts is set to kick-off a $16-million ad campaign this month promoting the locations and merits of “Great Places” to U.S. vacation travelers to replenish consumer interest in the “exotic” resort product. Hyatt Hotels & Resorts’ Divisional VP Victor Lopez said, during a media and sales gathering at The Grand Hyatt here, that in addition to some $14 million raised as part of a public/private-sector-integrated Caribbean marketing initiative, another $2 million has, so far, been added by participants outside the immediate Caribbean community. “All told,” Lopez said, “our goal is to raise about $30 million for our promotional war-chest over the course of the next three years.” According to Lopez, Hyatt also intends to continue its efforts throughout the resort sector at an accelerated pace, and pointed to the opening of several new resort properties, with some, like the Hyatt Regency Tamaya Resort & Spa in Santa Ana Pueblo, NM, up and running. Hyatt resort sites slated to open in the near future include the Hyatt Regency Chesapeake Bay Golf Resort, Spa & Marina, situated on Maryland’s eastern shore and timed for a March 1, 2002 debut. Lopez further revealed that Hyatt is rolling out several decidedly value-oriented resort packages, with a substantial number of them concentrating their focus in and around Caribbean destinations. And it will increase its focus on its spa and golf facilities via grand-scale expansions and renovations.
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