Hyatt's first attempt at all-inclusive brands seems slightly half-baked. The names are so similar that they're confusing and there's no iconic design to differentiate the brand.
Hyatt Hotels jumped into a new sector this week with the launch two all-inclusive brands.
The Hyatt Ziva brand launched November 1 in Los Cabos and Hyatt Zilara will launch later this month in Cancun. A second Zilara property is planned to open in Jamaica in 2014.
The primary difference between the two brands is the target customer.
Hyatt Ziva was created for families, young couples, and groups. It offers activities and programs to engage guests and sculpt their experiences. Hyatt Zilara is an adult-only all-inclusive resort where the staff is more hands-off.
Insight into Branding and Design
The new brand names are so similar that we were surprised that Hyatt would create the opportunity for confusion.
When asked why both brand names include a ‘z,’ Chris Walker, vice president of brands at Hyatt, explained, “We wanted to create a family of brands within Hyatt’s current portfolio that are the distinct all inclusive brands. We hope that guests will begin to identify the Z with the Hyatt all inclusive experience.”
This month’s property launches signify the rebranding of existing properties and the new brand renovations will be relatively light.
“Because the resorts are extremely popular with travelers and because it is high season, many of the renovations at both Hyatt Ziva Los Cabos and Hyatt Zilara Cancun will be focused on updating the look and feel through soft goods throughout the public spaces and guest rooms to make sure the resorts have the modern, comfortable feeling that all Hyatt brands offer,” says Walker.
“Furthermore, the resorts’ 2014 renovations will focus on the food and beverage offerings…We are close to finalizing the F&B details, but can tell you that we are very excited by the conversations to date.”
Photo credit: The pool at the first Hyatt Zilara to open, in Cancun, Mexico. Hyatt Hotels