Hyatt boosts average booking rate by 335% with CTV live sports

BUSINESS OBJECTIVE

Aligning brand image with live sports 

Live events present a big opportunity to reach new audiences at scale. The challenge is to turn that scale into tangible business outcomes. 

Hyatt and its agency wanted to develop a strategy that leveraged premium live sports inventory to drive greater awareness for its World of Hyatt loyalty program and, subsequently, more hotel bookings. The company turned to connected TV (CTV) for the channel’s ability to engage leaned-in audiences and leverage data from its World of Hyatt loyalty base. 

SOLUTION 

Activating first-party data on CTV 

Hyatt ran its first-ever live event programmatic activation on The Trade Desk platform. The brand used various targeting strategies, frequency controls, and proprietary pacing technology settings to effectively reach the right people while managing delivery in a live CTV environment. 

Hyatt focused on World of Hyatt members for targeting. One audience was comprised of first-party data from World of Hyatt members in the United States who had one or more stays, and another was a lookalike audience created with our Audience Predictor tool, which leveraged first-party data to build the audience based on members with one or more stays for expanded reach. 

RESULTS 

Driving unique reach and hotel bookings 

The campaign far exceeded Hyatt’s expectations, reaching 2.5 million unique households. Most importantly, Hyatt set up cross-channel measurements that showed consumers reached via other Hyatt marketing channels like email and search saw an average booking-rate increase of 335% when also reached via the live sports CTV campaign. 

Overall, the campaign’s success demonstrated the value of building smart first-party audiences, targeting consumers while they’re watching live events in premium inventory environments, and utilizing programmatic activation in coordination with other marketing channels. Hyatt plans to carry forward these learnings and build more live events and sports-related activation into its media strategy. 

Interested in aligning your brand with upcoming live events? Contact us or speak with an account manager at The Trade Desk to find out what opportunities are coming up.