Hyatt tries social listening to improve its appeal to women

03/6/2013 | Adweek

Hyatt is talking, listening and responding to women through a new campaign involving Branch, Facebook and Twitter. Through Hyatt's "Listening Loop," the hotel chain receives complaints and suggestions from female guests, who account for 37% of Hyatt's customer base and make 82% of all travel decisions. "A lot of traditional brands view social as connecting with consumers and those brands are pushing a message out to them. But we've devised our whole social strategy around the idea that rather than just push out [messages], we're opening the lines of communication," said Dan Moriarty, director of digital strategy for Hyatt.

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