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One of the (lesser) joys of editing InsideFlyer is reading through the swathes of Press Releases we receive from travel companies, which generally vary in quality from ‘quite interesting’ to ‘borderline unhinged’.
Hyatt provided a tremendous example of the latter type earlier this week – presumably the result of a bet between bored members of the PR department, wagering on whether they could include every single ‘buzz’ word in one release. Hat’s off ladies and gentlemen, I think you succeeded!
If you don’t have anything better to do and fancy a laugh, the whole thing is worth a quick look, but here are my favourite bits…
Setting the scene:
“True to its heritage as a consumer-driven brand committed to research and innovation, direct owner and guest input led us to reimagine the Hyatt Place product in order to create a differentiated and optimized guest experience that will redefine the select service segment…”
“The Hyatt Place brand is evolving and elevating the in-hotel experience by emphasizing guest customization, control and connection”
But what does it really mean? (Isn’t it obvious?!)
- Guestroom Evolution – including my favourite new concept/meaningless phrase: “purposeful furniture”.
- Bathroom Transformation – in particular, a “more optimal distance between mirror and vanity”.
- Energized Lobby Experience – “The Hyatt Place brand is reimagining the lobby experience to become an energizing intersection for guests looking to get out of their rooms”.
- Elevated Culinary Experience – I’m not sure what happens if you don’t eat/listen carefully to the “compelling breakfast”.
- Reimagined Breakfast: “World of Hyatt members will be able to enjoy the newly reimagined breakfast for free at Hyatt Place hotels”.
There’s long been a fierce (if little known) dispute in philosophy between those who believe that breakfast can be simultaneously compelling and reimagined, and those who assert it can only ever be one thing or the other. Non-philosophers might, foolishly, argue that the only difference that matters when it comes to breakfast is whether it’s nice or not.
Speaking of philosophy, Hyatt also offers some profound insights on what it means to live a good life, “Well-being continues to be a powerful and growing movement, and it’s increasingly important to Hyatt Place guests who prioritize their well-being”. In other words, people wish to avoid discomfort, pain and early death. This is increasingly important to those Hyatt Place guests who prioritise avoiding these things. Got it!
Having read more than my fair share of PR statements, I’ve got a relatively strong stomach when it comes to this sort of gibberish, but it’s important to give credit where it’s due – and Hyatt really has set the nonsense-bar impressively high.
Oh, if you were wondering if there’s actually any substantial changes hidden in there – not really. The biggest news is that you’ll now need to book direct and be a World of Hyatt member to get free breakfast at Hyatt Place hotels, whereas it used to be free for all guests.