Luxury Is Personal, Park Hyatt’s storytelling campaign, anchors the Brand in place and purpose. It’s designed to help each Park Hyatt property bring this vision to life with a singular setting, signature service, and the distinct character that makes each hotel uniquely Park Hyatt. The objective of the campaign was to drive brand awareness and engagement among both new and existing audiences as well as earn new followers for the Park Hyatt brand among qualified luxury travelers.
Luxury Is Personal is a way of seeing. It’s the belief that every stay should reflect something intimate, rooted in the subtle interplay between place and person. From tailored spa rituals to soft morning light, from artful details to gestures that feel made just for one, it’s the thoughtful hospitality that resonates. At Park Hyatt, these moments are never generic and they are always personal. The strategy for this campaign included leveraging a strategic channel mix to reach high-value audiences in key global markets with messaging that authentically resonates with those key targets by amplifying the campaign via paid, earned, and owned channels. Park Hyatt properties received tools, resources, templates and campaign timelines to amplify the Park Hyatt global brand campaign at the local level through property’s paid and owned channels.
The campaign was considered a large success and achieved the KPIs set out. To date, on Meta the campaign has achieved 7.3M impressions, $1.99 CPM, 33k clicks, and 0.46% CTR. Via media, the campaign earned 2.9M impressions, an 8.7% engagement rate, $55,000 post-attribution revenue, and a 12% conversion rate.