PHOENIX— Hyatt Hotels Corp. has signed an agreement with Portable Internet, a mobile marketing services provider, to offer Hyatt Gold, Platinum and Diamond members a wireless Port@ble Guide via a personal digital assistant (PDA). Under the alignment, which began the first week of December, loyalty members that own a wireless handheld device can access Hyatt’s mobile interactive local information network for any of the 29 North American cities provided by Portable Internet. The Port@ble Guide offers turn-by-turn driving directions, searchable business listings and reviews of restaurants, entertainment, shopping and local attractions. “We wanted to add value to our Gold Passport membership,” said Nan Moss, assistant vp/global marketing alliances and programs. “It’s just one more reason [to join]— one of many benefits.” While the Port@ble Guide program is currently limited to those enrolled in Hyatt’s Gold Passport loyalty program, Moss said that the system might one day be offered to all Hyatt guests owning a PDA. For now, loyalty members that do not own a PDA cannot access this local information. During an initial trial offer, Hyatt Diamond and Platinum members can download the Port@ble Guide free of charge with unlimited access to information about any one U.S city. Gold Passport members will receive a free 30-day trial offer. Moss said that one reason the service is limited to club members is because Hyatt feels that these travelers are most likely to own a wireless device and need quick information. “It’s a clear-cut assumption that frequent travelers will be more exposed to the information we’re offering— [they are]early adaptors of this technology,” she said. “It’s designed for portable devices, and is targeted for people who need information while on the go,” said Moss. “It is unlikely people will be using a laptop while walking down the street.” And while the number of Americans that currently own PDAs is a relatively small percentage, Mike Flom, president/CEO of Portable Internet, said that the number of users is growing dramatically. “There were 10 million new PDAs shipped last year, and according to Palm’s recent report, they closed that many sales in the first part of this year,” he said. To access the Port@ble Guide, members must log onto Hyatt’s Gold Passport website through their PC and download the city information onto their wireless handheld device. Initially, the information provided will be limited to U.S. cities. However, Hyatt does provide static brochure information about its international properties. After the trial offer ends, members will be asked to pay a $49.95 charge for a full subscription to a city.
