After an 18-month series of global listening sessions revealed striking customer insights from female business travelers, Hyatt saw a large opportunity to improve the business travel experience for all guests and to grow customer satisfaction with women in particular. Needing to share the new-and-improved Hyatt guest experience and its “we’re listening” brand message with female travelers, Hyatt turned to Google. Using unique ad formats in an integrated campaign across Google Display, YouTube and Google+, Hyatt reached its target audience and created an engaging brand experience. Customers are at the center of the Hyatt brand experience, including marketing. In recent years, Hyatt’s marketing strategy has evolved to focus more heavily on reaching consumers online, where they often research and plan travel. “As consumer behavior evolves, it makes sense that we follow them into the digital platforms where they’re living,” says Dan Moriarty, Hyatt’s director of social strategy. “With digital channels, our marketing dollars are trackable and efficient, which is why we allocate more than half of our annual media spend to digital,” adds Frank Wong, Hyatt’s director of digital media. Digital media played a crucial role in Hyatt’s recent campaign targeting female business travelers. After learning that a number of women “largely felt the hotel experience had been designed by men, for men, we made several changes to improve the female guest experience,” says Emily Wright, a senior manager responsible for Hyatt’s brand experience. Some of these improvements included adding high-quality bath amenities to every room, making female-friendly amenities such as curling irons available on request and updating the in-room dining menu with healthier options. Get the full story at Google Think Insights