Park Hyatt Launches First Big Ad Blitz in 5 Years as the Hotel Brand Expands
Photo Credit: A sunset view of Tokyo skyline from the New York Grill & Bar at the top of the Park Hyatt Tokyo, which is reopening in December 2025 after a renovation. Park Hyatt
Skift Take
Park Hyatt is playing catch-up with rivals in crowded luxury markets. Its new campaign aims to appeal as much to developers as travelers.
Hyatt is doubling down on luxury: On Monday, it launched "Luxury Is Personal," Park Hyatt’s first global marketing campaign in five years, just as the brand speeds up global expansion.
"What sets this effort apart for Park Hyatt is the unprecedented global scale and coordination behind it, a first for the brand," said Katie Johnson, VP and global brand leader at Hyatt.
The ads for the ultra-luxury brand aim to emphasize the brand's “intuitive service” and "experiences" tailored to individual guests. They offer glimpses of details and service, such as a bartender presenting a cocktail, at Park Hyatts worldwide, set to the piano score of Clair de Lune by Claude Debussy.
Strategic PositioningHyatt collaborated with Epiphany Luxury on the creative and partnered with MMGY Global on "an insights-led strategy."
"At Park Hyatt, we understand that no two stay
