Hyatt has launched a new global platform “World of Hyatt”, which will be officially unveiled in an advertising slot during this weekend’s Oscars ceremony.

The new masterbrand includes a revamped loyalty programme – details of which were unveiled in October last year.

The group said that the new platform was being launched “to inspire how Hyatt engages with guests, interacts with colleagues and owners, and operates the business”.

The launch advert, which was filmed in Thailand, Morocco and Spain and can be seen below, features a recording of “What the World Needs Now is Love” by Grammy-nominated artist Andra Day.

Commenting on the launch Maryam Banikarim, global chief marketing officer, Hyatt said:

“The work on World of Hyatt was driven by a simple insight about the human heart – that the greatest longing is to know and be known, to understand and be understood.

“This platform is about the power of a little understanding. Listening, noticing each other, extending a thoughtful gesture – can make all the difference. This is how we connect on a deeper level – to inspire irrational loyalty.”

The World of Hyatt platform features several initiatives including:

  • Building Meaningful Experiences – a collaboration with AFAR, “a company that was founded on the notion that travel brings about understanding”, allowing World of Hyatt to “engage guests beyond traditional hotel stays”, with experiences including “an immersive once in a lifetime excursion to Tokyo”
  • Putting Empathy into Action – collaborations with non-profits, Learning AFAR and No Barriers USA, “to support a programme designed to inspire transformational learning”. The platform is supporting Chicago Public School students “to participate in an immersive 4-6 month curriculum that teaches students how to overcome obstacles, live a life of purpose and give back to the world, culminating in a 10-day excursion to Costa Rica”
  • The World of Hyatt loyalty programme – launching on March 1, and designed “based on listening and taking action”, with “more tiers and more ways to earn status, which allows for more meaningful rewards and benefits for members