Hyatt Hotels has announced the launch of a multi-million dollar integrated global marketing campaign for the Hyatt Regency brand.

“Make the Most of Being Away,” the largest campaign in Hyatt Regency’s nearly 50-year history, celebrates ways Hyatt Regency hotels and resorts, a member of the Hyatt Gold Passport family of brands, helps its guests make the most of being away.

This goes against the assumption that guests are always looking for a home away from home while traveling. 

Hyatt’s research for this campaign shows that nine out of ten business travellers want to mix some pleasure into their business trips.

“We heard loud and clear from travellers around the world that while it is good to be home, there is an inherent freedom in traveling and breaking from routine, making new connections and experiencing new things,” said Eric Brun, senior vice president, Hyatt - Europe, Africa, Middle East and South West Asia.

“This campaign lets travellers know that we not only understand, we agree. That’s why we are celebrating the simple human truths about travel that sometimes being away from home can actually be good. The Hyatt Regency brand gives guests everything they need in one place – fantastic hotels and resorts around the world, caring staff, excellent food, and the list goes on.”

The Hyatt Regency brand worked with advertising agency Pereira & O’Dell on the global marketing campaign, which is aimed at both consumers and meeting planners.

The integrated marketing campaign includes TV, social, digital, out of home and print media, a surprise and delight program, in-hotel activations and conference take-overs that will continue to roll out through October and November.

“The best creative work happens when we are in tune with the consumer.

“We believe that the insight that sometimes ‘make the most of being away’ will not only resonate, it will help a well established brand break through in a sea of ‘home away from home’ messages in the category,” said PJ Pereira, founder and chief creative officer, Pereira & O’Dell.

“The Hyatt Regency brand does a ton of research and prototyping to innovate and evolve the guest experience. We’re excited to work with the brand to help tell its story.”