Hyatt is making its first outreach to female travelers as part of a broader behavioral shift in how the hotel operator views marketing. While the new campaign has traditional, targeted media, a major element is an ongoing, real-time dialogue with guests via Branch, Facebook and Twitter. "When we started testing ads in focus groups, women said they loved that we were listening to them. So, we think our work is actually just beginning by having conversations," said John Wallis, Hyatt's global head of marketing and brand strategy. "It's about having more brand awareness than advertising." Hyatt described the new approach as a "Listening Loop." It began with primary research and online feedback and even extended to intercepting women in hotel lobbies to ask about their travel needs and whether they're being met. The answers were frank: Robes and slippers are too big; hair dryers go off before your hair is dry; hotel shampoo is awful. Also, food on the menu is too fattening and it would be great to have access to yoga mats and electronics chargers. "Hotels have been created by men for men. Women deserve a completely different customer experience than men," Wallis said. Get the full story at AdWeek