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Hyatt drives guest stays with free Wi-Fi in hotels worldwide

Hyatt Hotels Corporation is enticing guests to visit its hotels by rolling out free Wi-Fi at each Hyatt hotel around the world, regardless of each customer?s booking method or loyalty program membership.

Hyatt consumers will be able to enjoy the complimentary Wi-Fi access on an unlimited number of laptops or mobile devices in the branded hotels? lobbies, social spaces and guest rooms. The expansion, which will be rolled out in February 2015, marks part of Hyatt?s ongoing commitment to offer a more seamless guest experience.

?We think that consumers will be very excited about this since it is available to all guests regardless of booking method or loyalty program participation,? said Amy Patti, director of corporate communications at Hyatt Hotels Corporation, Chicago.

?Regarding mobile, we are constantly evolving our online and offline experiences by listening to guests and understanding their needs. Our guests seek seamlessness on the go, and their feedback drives our approach to Hyatt's mobile offerings.?

Mobile-friendly spaces
The hospitality and travel industry made a conscientious effort in 2014 to become more mobile-friendly and offer services that cater to on-the-go travelers and frequent users of mobile devices. Hyatt recognizes that internet connectivity has become an integral part of their guests? lives.

Because customers expect satisfactory Wi-Fi service at their places of accommodation, Hyatt believes they should not also have to remember which areas of the hotel are Wi-Fi friendly or free. With this expansion, guests can feel assured that there are no strings attached when it comes to accessing the Internet.

Previously, only some of Hyatt?s branded hotels offered Wi-Fi at no charge to their customers, although members of its Hyatt Gold Passport loyalty program received constant access.

Members of the Gold Passport program or Hyatt?s Platinum tier will be eligible for a complimentary upgrade to premium Wi-Fi access at available locations.

Hyatt also announced its partnership with Blackhawk Network, a third-party gift distributor that will be responsible for manufacturing gift cards at approximately 5,000 retailers, such as Kroger and Safeway stores, in addition to offering eGift cards available online.

The eGifts, which are available in time for the holiday season, may be purchased through giftcardmall.com or Amazon.

Growing mobile strategy
Many hotel brands, including Marriott International and Hilton Worldwide, are joining Hyatt in developing mobile strategies to streamline guests? experiences and save weary travelers some time.

?Hyatt evolved its mobile offerings significantly in 2014, adding Uber integration into its app to make it easier for guests to arrange for transportation in cities they may not be familiar with,? Ms. Patti said. ?Additionally, the app was redesigned (for iOS and Android), which makes it easier to book a stay, offers the availability to book with Hyatt Gold Passport points and provides in-app integration with Apple's Passbook feature.?

Hyatt is currently testing a smartphone room key that would enable customers to bypass using physical keys and instead be able to unlock their hotel rooms with their smartphones. This would also prevent the issue of lost or misplaced keys.

Brands such as Starwood Hotels and Resorts have already begun rolling out mobile keys, which are expected to take off as a top mobile strategy in 2015 (see story).

Hyatt also allows select members of Hyatt Gold Passport to receive permanent keys with an embedded chip, along with their room numbers in advance, so they may skip any lines at the front desk upon arrival.

Any guest can use the Hyatt mobile application or Web site to check-in and check-out prior to arrival. Once checked in, a guest can pick up their waiting keys at the front desk.

?Hyatt also launched a new mobile website, which extended the experience into eight languages and added new functionality, including more intuitive searching, booking with Hyatt Gold Passport points and support for Passbook,? Ms. Patti said. ?As we continue listening to our guests, their feedback will inform new functionality into 2015 and beyond.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York