LOVE THY NEIGHBOUR

Besides enjoying higher visibility and engagement in their local communities, ‘Hyatt Loves Local’ is helping its hotels build brand loyalty and drive incremental business

- VINITA BHATIA

Late last year, Grand Hyatt Kochi Bolgatty became one of the participants of ‘Hyatt Loves Local’, a global campaign that enables Hyatt Hotels around the world to support local small businesses deeply impacted by the COVID-19 pandemic. The south Indian property teamed up with Kudumbashree, a poverty eradication mission that works with over 50 lakh women across 14 districts. Grand Hyatt Kochi Bolgatty provided working space and resources to help the women sell their indigenous food products during its Sunday Brunch.

Nearly 60 Hyatt hotels and resorts across Asia Pacific, the Americas, Middle East and Europe are similarly part of the ‘Hyatt Loves Local’ programme, which gives a nudge to small businesses that have take a beating during the pandemic. At the same time, this initiative gives its guests an opportunity to enjoy distinctive local experiences, thus, reigniting their joy of travel.

Genevieve Materne, Senior VP-Commercial Services EAME and South West Asia of Hyatt Hotels Corporation tells Vinita Bhatia how this programme fosters a meaningful connection between the brand and local communities. She also highlighted how uplifting local businesses during these challenging times is reflective of the company’s ethos to give back more than it receives.

What kind of consumer insights went into identifying the businesses to partner with for the ‘Hyatt Loves Local’ initiative?

‘Hyatt Loves Local’ was developed organically in a short period of time – in just over a few weeks. It is grounded in Hyatt’s purpose; to care for people so they can do their best and was inspired by actions taken locally by several Hyatt hotel teams.