Hyatt Hotels Corporation announced today that it has selected Critical Mass to develop the new design, functionality and technology platform for Hyatt.com and Hyatt`s network of other sites in North America. Based in Calgary, Critical Mass is a world-class developer of web sites and related marketing applications.
Critical Mass will design and develop a state-of-the-art technology platform for Hyatt.com and Hyatt`s other sites featuring personalized marketing and greater integration with Hyatt`s Gold Passport program. Customer profiles will enable targeted delivery of marketing content.
The new technology platform will incorporate Hyatt`s growing number of web sites in North America to provide unified design, functionality and content. Hyatt currently has over 40 web sites in North America and approximately 100 web sites worldwide.
“Among strong competition, Critical Mass offered the best combination of marketing applications and proven technological capabilities,” said Joan Lowell, Vice President of Electronic Distribution for Hyatt Hotels Corporation.
The new Hyatt.com will be developed on the ATG technology platform. Advancements provided by the new system include database-driven marketing, improved content management, remote authoring and enhanced tracking and analysis.
Hyatt.com is the global site for Hyatt`s 203 properties around the world. The new Hyatt.com is being designed to facilitate the differentiated marketing of Hyatt`s worldwide brands: Park Hyatt, Grand Hyatt, Hyatt Regency and Hyatt Resorts.
Critical Mass will partner with Rapp Collins Worldwide to join the new Hyatt.com with Hyatt`s award-winning Gold Passport customer loyalty program. Hyatt`s relationship with Rapp Collins includes marketing communication, database applications and related activities for the Gold Passport program.
“This assignment from Hyatt allows us to apply our core strength of helping our clients build more engaging relationships with their customers,” said Jerry Johnston, CEO of Critical Mass. “By combining best-of-class personalization technologies with our expertise in creating highly individualized user experience, we believe Hyatt.com visitors will benefit from a much more intuitive, functional and content-rich site.”