The new platform reflects Hyatt's purpose and reaffirms its commitment to building genuine and trusted experiences and engaging its community of loyalists in a way that is meaningful to them. "World of Hyatt is an expression of who we are," said Mark Hoplamazian, president and chief executive officer, Hyatt Hotels Corporation. "It's a platform powered by our purpose – caring for people so they can be their best – and it inspires how we engage with guests, interact with colleagues and owners, and operate our business. Importantly, it's designed to deepen our relationship with our community beyond traditional hotel stays." The launch of World of Hyatt is supported by an unprecedented integrated marketing campaign, "For a World of Understanding." The campaign will debut its anthem spot with a universal message during the 89th Oscars® broadcast, leveraging a series of personal vignettes that speak to the power of understanding. The anthem features GRAMMY nominated recording artist Andra Day singing, "What the World Needs Now is Love," the timeless song from Hal David (lyrics) and Burt Bacharach (music composition). Get the full story at Hyatt and World of Hyatt Read also "Sex doesn’t sell any more, activism does. And don’t the big brands know it"