Hyatt Launches a New Online Travel Community
Chris · April 01, 2008
Thanks to Joe Buhler over at Buhlerworks.com, I discovered today that Hyatt Hotels has recently launched a travel community site called yatt’it.
Joe took the time to outline some of the features found on this new travel space:
Hyatt goes social with yatt’it— a new community site offering a number of interesting features such as tips by their local concierges that complement visitor comments. There is also integration with FlightStats for flight, airport and weather information.
Their frequent guests can register with an existing Gold Passport ID, or users sign-up for one. This is an interesting way to create a database of potential new customers, in addition to a more active engagement with their existing loyal members. Overall a pretty good effort at joining the conversation.
I certainly can’t argue with any of Joe’s points, after all, they are all true. However, while visiting the site I kept having to ask myself the question “why am I here?”. My friend and colleague Jens Thraenhart taught me to always be crystal-clear about a website’s value proposition, so I have been trying to figure out exactly what Hyatt’s new travel community is offering it’s visitors.
Yes the site offers visitor comments, and...an interesting way for Hyatt to capture user data. But why do I want to participate on this site?
I clicked on the ”Why yatt’it” link on the top navigation bar on the site to see if Hyatt could inspire me with a reason to return. Here is what I discovered on the resulting page:
What does “yatt’it” mean? Where does it come from?
Depends on who you ask. Some say the name derived from “Hyatt” (without the “H” and adding “‘it"). Others think “yatt” can be a new word for talking and sharing. Some other meanings:
Definition:
Main Entry: yatt
Pronunciation: yat, yaht, etc.
Function: transitive verb
Inflected form(s): yatˇted; yatˇting
Etymology: yatt’it, trademark for an online community created by Hyatt; yatt’it is the destination for insider tips on worldwide traveling:1. To create a content entry on the yattit.com online travel community
2. To provide a travel related tip; to tip on a worldwide destination or travel topic
3. To talk about traveling
4. To share insider information or expert advice
Okay, I’m on the site because the name is an “inflected form”, and so that I can create a content entry. Hmmm.
Sorry to be harsh, Hyatt, but I think for now I’ll stick to LonelyPlanet and book one of your hotels from Hyatt.com.
