From grand openings to renovations and reopenings, Hyatt’s all-inclusive residences have been in transformation in recent months. And just like the suites in their hotels, it was time for a branding change in their executive room, too.
Lara Migliassi, who has nearly 20 years managing culturally relevant marketing strategies, was appointed as Hyatt’s vice president of global brands earlier this month.
Based in Miami, she’ll be responsible for the brand development and management of Hyatt Zilara, Hyatt Ziva, as well as the Hyatt Residence Club brands and Hyatt branded residences.
“She brings a wealth of knowledge and deep experience in developing integrated marketing campaigns that drive business growth, with particular expertise in understanding the Latin American markets,” said Sandra Cordova Micek, Hyatt’s senior vice president of global brands.
Migliassi joined [a]listdaily to discuss the global hospitality company’s upcoming marketing strategies, and how she’ll be approaching its international brands.
How are you planning to integrate marketing campaigns that will drive business growth? What is your No. 1 priority?
My number one priority is to create awareness and preference for Hyatt brands among consumers. Hyatt Ziva Los Cabos just recently reopened following last year’s hurricane and Hyatt Ziva Cancun is opening next week. Hyatt Ziva Cancun, located in Punta Cancun, has undergone an $85 million renovation and will be our flagship Hyatt all inclusive resort. We’re leveraging the Hyatt’s all-inclusive resort openings to drive more consumer awareness through targeted advertising, social media and public relations efforts.
How will Hyatt enhance all-inclusive and vacation ownership brands?
At Hyatt, we’re redefining what an ‘all inclusive’ resort can offer. Our Hyatt Zilara and Hyatt Ziva are breathtaking, contemporary properties that are situated in the most desirable destinations, but what really sets Hyatt all inclusive resorts apart is the impeccable service and outstanding food and beverage at the resorts. Our Hyatt Residence Club brand offers loyal Hyatt guests a home away from home with vacation ownership in beautiful locations, including Maui, Carmel and Sedona, to name a few. Our guests return each year because they feel a part of the Hyatt family and enjoy Hyatt’s level of service and caliber of properties.
Miami is one of the hospitality capitals of the United States. How has your experience working in the market prepped you for your upcoming challenge on the international level?
In the hospitality business, it’s about creating experiences and memories for both our guests and our colleagues. Miami is one of the top travel destinations and offers a breadth of experiences for travelers coming from all over the world, and Hyatt is in the business of creating memorable experiences for both our guests and colleagues, whether in Miami or another travel destination. Our purpose is to care for people so they can be their best.
You are coming from Univision, where you served as senior vice president of corporate marketing. What kind of marketing tactics are most successful, specifically for the Latin American markets?
It’s really about ‘in-culture’ marketing. Whether I’m marketing a product or service to a U.S. Hispanic consumer, a Canadian consumer or in-country such as Mexico, the positioning of the brand, and ultimately the product, has to resonate with your audience. At the end of the day, experiences are what speak to guests and that is what we are creating at Hyatt hotels and resorts around the world.