Global Hyatt Changes Their Name to Hyatt Hotels Corporation – Finally

July 9, 2009 • Related • Filed Under

Global Hyatt has officially changed their name to Hyatt Hotels Corporation – making one of the oddest corporate names in the hotel industry sound normal.

Hyatt Hotel Corporation is actually made up of a number of companies – Hyatt International, Hyatt Corporation, Hyatt Vacation Club, Hyatt Equities and SMG World, although I’m not quite sure that SMG World is still owned by Hyatt, it seems to be completely independent now.

Why they decided to put the word “Global” in front of their corporate name to start with is a little odd, its almost as though it was to prove to the world that they were a global player that had international operations. Not only that but it was also confusing to refer to the company as Global Hyatt when most would think to call it Hyatt Corporation, or Hyatt Hotels.

The official reason for changing the name, from Mark Hoplamazian, President and CEO:

The name Hyatt Hotels Corporation leads with our brand and captures the company’s core business

and then he has to add in some ridiculous marketing speak:

Operating in various countries around the world for decades has given Hyatt a global perspective as well as an understanding that making a difference in people’s lives through authentic hospitality is an inherently local – rather than global – mission

Essentially Mark was saying: there is no need to reiterate the fact that we are global – everyone knows we are, but even though we are global, we have the experience that makes all of our hotels feel local.

I wish they’d just say why they thought the “Global” name was needed 30 years ago and not now – a question i think is on everyones mind.

andrew@alconic-inc.com

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