In this digital world where every brand seems to have a social media account, Hyatt is setting itself apart with a strategic approach to Instagram focused on authenticity and storytelling. Deepa Krishnan, head of marketing- India and Southwest Asia, Hyatt, shared insights with BrandWagon Online, emphasising that the brand’s latest digital endeavour is far from a quick trend chase. Instead, it represents a deliberate step to deepen consumer engagement in a saturated market.
As the luxury hotel industry in India sees explosive growth, Hyatt is doubling down on its digital presence to capture a larger share of the luxury travel and hospitality market. The brand recently launched its Instagram account, aiming to create a more intimate connection with its audience. However, as Krishnan points out, this effort is not about flashy photos or aspirational content. “At Hyatt, we believe in embarking on a meaningful journey with the consumer rather than relying on gimmicks. That’s where genuine engagement and loyalty stem from,” she said.
According to market research platform Mordor Intelligence, the India Luxury Hotel Market size is estimated at $2.72 billion in 2024 and is expected to reach $4.39 billion by 2029, growing at a CAGR of 10.06% during the forecast period. This growth is driven by international sports events, trade fairs, and exhibitions, which contribute significantly to the inflow of international tourists and domestic tourism movements. Hyatt’s Instagram strategy aligns with this boom, showcasing how the brand is leveraging digital media to strengthen its positioning in the upscale and luxury segments.
To lead its Instagram campaign, Hyatt has partnered with actress Vaani Kapoor, a name synonymous with warmth, care, and authenticity—values that Krishnan said resonate deeply with Hyatt. “We have partnered with Vaani Kapoor to align with the energy, warmth, authenticity, and connection that she embodies, which harmonise perfectly with Hyatt’s values,” she shared. “Through this partnership, we’re sharing engaging stories in the form of teasers and multiple episodes. These narratives highlight the different elements of care, told through exceptional storytelling.”
While Kapoor might not be the most talked-about celebrity in Bollywood at the moment, Krishnan explained that the decision to work with her wasn’t based on her current popularity but on the alignment of her persona with Hyatt’s ethos. “It’s not about celebrity status; it’s about finding someone whose values align seamlessly with ours,” she said.
Hyatt’s Instagram campaign is built around a series of six episodes that explore different facets of the brand’s hospitality. Teasers for the campaign launched this month, with episodes highlighting themes like anticipating a guest’s needs, going above and beyond, and showing heartfelt care. Krishnan emphasised the storytelling aspect, saying, “These episodes will showcase various aspects of care in funny, sweet, memorable, and quirky situations. They’ll highlight how we anticipate customer desires, surprise and delight, and create special moments, always going above and beyond.”
Adding a layer of authenticity, the content also shines a spotlight on Hyatt’s staff and properties. “While Vaani is the face of this campaign, our staff and hotels are equally the stars,” Krishnan said. “They are the ones who make every guest’s stay special, and that’s the narrative you’ll see play out in our upcoming creatives.”
With Instagram as the primary focus, Hyatt is employing a robust digital strategy to amplify the campaign. India’s Instagram user base is growing exponentially, particularly among millennials and Gen Z. “Yes, this campaign is solely for Instagram. As you rightly said, Instagram has a massive following in India, and today, many brands are built on digital platforms. That’s what we are focusing on for this initiative,” Krishnan explained.
The content is designed to be simple, heartfelt, and relatable. “The stories are designed to be simple, heartfelt, and relatable—nothing overly complicated,” Krishnan said. “Additionally, there will be some quirky elements woven into the content to keep it engaging.”
While the campaign is primarily an upper-funnel activity aimed at building brand love, Hyatt is confident it will have a significant impact. “This is primarily an upper-funnel activity aimed at building brand love. While immediate ROI isn’t the primary focus, we expect some impact. The key metrics we’ll track are related to brand awareness and affinity,” Krishnan said.
Hyatt’s overall performance has been strong, buoyed by the rapid growth of the hospitality industry in India. On average, Indians are taking around 2.3 to 2.4 billion trips annually, a number expected to reach 5 billion by 2027. Hyatt has seen significant growth, with revenue per available room (RevPAR) increasing by 33% in 2023 compared to the previous year. Strong double-digit growth has continued in 2024.
Hyatt currently operates 52 hotels in the region, including 50 in India and 2 in Nepal. The company aims to expand to 100 hotels in the next 5-6 years, introducing new brands like JdV by Hyatt and the Unbound Collection. Expansion is planned for new and existing cities, with a focus on upscale and luxury segments. “We believe there is ample room for growth in these segments, especially in markets like India,” Krishnan said.
Food and beverage (F&B) has also emerged as a significant revenue driver for Hyatt. The brand recently launched an F&B campaign capitalising on Instagram’s food content boom. “Food content is incredibly popular, with over 500 million pieces of content on Instagram alone. Given the high consumer interest in food, we designed a campaign based on the insight that if the food is exceptional, guests might forget other aspects of the experience, like room quality or service,” Krishnan explained.
Hyatt’s World of Hyatt program has grown to nearly 2 million members, offering significant value through its points system and exclusive privileges. “Our World of Hyatt program is considered one of the best in the industry. It enables us to communicate directly with our customers, building a strong relationship,” Krishnan said.
The brand has also partnered with the Nita Mukesh Ambani Cultural Centre (NMACC) to offer unique experiences like access to Broadway shows and art exhibitions. “This is part of our commitment to providing exclusive privileges to our most valued customers, and we will continue to expand these offerings,” Krishnan added.