HYATT HOTELS CORPORATION

Hyatt Hotels Corporation (NYSE: H), is an international operator of hotels. Hyatt Center (completed in 2005 & located in downtown Chicago at 71 South Wacker Drive) is the headquarters for Hyatt corporation. Prior to this, the corporate headquarters was around the corner at 200 West Madison Street

HISTORY
Hyatt Hotels Corporation was born upon purchase of the Hyatt House, at Los Angeles International Airport on September 27, 1957. The original owners were entrepreneurs, Hyatt von Dehn and Jack D. Crouch. Von Dehn was eager to get out of the hotel business after a few years, so he sold his share in the hotel to Jay Pritzker. Jay's younger brother Donald Pritzer, under Jack Crouch's mentorship, took over day-to-day operations of the company and acquired motels and hotels. Under Donald's leadership, Hyatt became the fastest growing hotel chain in the United States until his death in 1972.[2] Hyatt became famous after the chain opened the world's first atrium hotel in 1967, the Hyatt Regency Atlanta,[3] a decade after opening its first hotel. In 1969, Donald opened Hyatt's first overseas hotel, the Hyatt Regency Hong Kong (which closed at the end of 2005 and was demolished; a new facility replacing the old opened in 2009[4]). In 1980, the Grand Hyatt and Park Hyatt brands were introduced. Hyatt has become known for its resorts after the opening of Hyatt Regency Maui[5] in 1980. Today Hyatt has over 434 hotels worldwide.[6] In 1972, Hyatt formed Elsinore Corporation, a subsidiary to operate the Four Queens Hotel and Casino and the Hyatt Lake Tahoe. After Hyatt became a private company in 1979, Elsinore was spun off into a public company. The company opened the Playboy Hotel and Casino as a joint venture with Playboy Enterprises.[7][8] In December 2004, Hyatt Hotels Corporation announced it would acquire AmeriSuites, an upscale chain of all suite business class hotels from affiliates of the Blackstone Group, a New York based private equity investment firm. Blackstone had inherited AmeriSuites from its 2004 acquisition of Prime Hospitality. The AmeriSuites chain is being rebranded and converted to a new concept called Hyatt Place. With Hyatt Place, Hyatt Hotels Corporation will better compete with the limited service products Courtyard by Marriott and Hilton Garden Inn offered by industry leaders Marriott International and Hilton Worldwide, respectively. In December 2005, Hyatt Hotels Corporation announced a second limited service acquisition, Summerfield Suites. Again the seller was the Blackstone Group. Blackstone had inherited Summerfield Suites from its purchase of Wyndham International. In 2012, Hyatt Summerfield Suites will be rebranded as Hyatt House and positioned to compete in the upscale extended stay market against brands such as Residence Inn, Homewood Suites and Staybridge Suites. On August 6, 2009, it was reported that Hyatt Hotels Corporation filed plans to raise up to $1.15 billion in an initial share sale. Hyatt plans to list the shares on the New York Stock Exchange under the symbol H. According to the filing, Mark S. Hoplamazian will serve as CEO and Thomas Pritzker will serve as Executive Chairman.[9] The public offering is a result of the breakup of the Pritzker family empire. Accused of looting family trusts, Thomas and cousins Penny and Nicholas were forced to

wrest control of the family businesses when she and other family members were sued by cousinLiesel Pritzker claiming fraud and seeking damages in excess of $6 billion.[10] On August 31, 2009 three Hyatt hotels in Boston laid off their entire housekeeping staffs, outsourcing the work to a Georgia company creating strong public backlash.[11] Massachusetts Governor Deval Patrick threatened a boycott of the hotels by state employees traveling on official business.[12][13] The housekeepers, who were fired without previous notice although some of them had worked for the Hyatt for over 20 years, became collectively known as the Hyatt 100. In December 2009, Hyatt was named the "Massachusetts Scrooge of the Year" by Jobs with Justice. As of December 31, 2010, Hyatt Hotels Corporation's worldwide portfolio consisted of 453 properties.
[14]

On September 1, 2011, Hyatt acquired Hotel Sierra which has 18 properties in 10 states. Several of these properties will be rebranded as Hyatt House in 2012.

BRANDS
Hyatt Hotels Corporation operates several chains. The Hyatt Regency brand is the oldest brand in the company, with the Grand Hyatt and Park Hyatt brands being introduced in 1980. Of these properties, some are styled as "resort" properties, and may feature spas or other recreational facilities. Other brands include the Hyatt Place, designed as a limited service offering targeted to the business traveler. An extended stay chain, Summerfield Suites, was acquired by Hyatt in 2005, and will be renamed Hyatt House in 2012. Hyatt also launched a new brand, Andaz, in April 2007.[16]The first hotel to bear this brand was The Great Eastern Hotel in London, with additional properties now open in San Diego, West Hollywood, Shanghai and New York City (Andaz Wall Street & Andaz 5th Avenue). Hyatt recently announced a large expansion of the Andaz brand, with properties expected to open Maui, Papagayo (Costa Rica), Turks and Caicos, Amsterdam, and Delhi. In addition to hotels, Hyatt also operates an upscale timeshare program through Hyatt Vacation Ownership, Inc. The program is known as Hyatt Vacation Club. It currently has over a dozen locations, some of which are located within or connected to Hyatt hotels.[17] Additionally, the group runs a chain of upscale retirement homes known as Vi Living by Hyatt [18] and offers retail home dcor and furnishings through Hyatt at Home, an online store featuring luxury products.[19] Brands explained: Park Hyatt is Hyatt's luxury brand. Park Hyatt hotels are mid-sized properties located only in premier destinations and cater to affluent individuals. Andaz hotels are upscale, boutique-inspired lifestyle properties that distill the best of their locale. Grand Hyatt hotels are large-scale hotels that provide upscale accommodations in major cities. Hotel Sierra properties are smaller-to-mid-sized upscale properties with modern style located in urban and suburban locations across the United States. Hyatt Regency hotels are aimed at convention and business travelers as well as leisure travelers and are located in urban, suburban, airport, convention and resort destinations around the world. Hyatt hotels are smaller-to-mid-sized properties located in various markets across the United States, serving business and leisure travelers.

 Hyatt Place hotels are mid-sized properties designed for families and business travelers; they are located in urban, airport and suburban areas. Hyatt Summerfield Suites (to be renamed Hyatt House in 2012) properties are extendedstay, residential-style hotels. Hyatt Resorts are vacation destination properties, including beach, mountain, desert, golf and spa properties across the Park Hyatt, Andaz, Grand Hyatt, Hyatt Regency, and Hyatt brands. Hyatt Vacation Club properties provide members with timeshare ownership in residentialstyle properties with the same service of the Hyatt brand

PRODUCT MIX
Hyatt Regency Delhi hotel, the largest five-star hotel in Delhi, located in the commercial hub of Bhikaji Cama Place, is home to award-winning restaurants and lively bars that offer guests authentic cuisine, a welcoming ambience, a buzzing atmosphere and warm, friendly service. The hotel is a benchmark of excellence for five-star dining in Delhi, with restaurants that offer an exciting range of Indian and international dining options, including authentic Italian, Sichuan, Far Eastern and Indian specialties, an all-day dining restaurant and a bakery serving freshly baked home-made breads, as well as intimate bars. The restaurants at Hyatt Regency Delhi hotel are situated in and around the hotels palatial faade, offering outdoor dining options overlooking the beautifully landscaped gardens and the swimming pool. Interactive kitchens offer diners a great view of the chefs in action. To benefit from the Hyatt hotel special offers and earn points as you enjoy the restaurants and bars of Hyatt hotels in Delhi, enroll in Club at the Hyatt (CATH), and enjoy special rates on food and beverage in these prestigious properties. For more information about CATH membership and restaurant reservations, please call +91 11 6677 1333.

The China Kitchen

The China Kitchen Delhi showcases the concept of dining in the kitchen, offering a stylised interpretation of the traditional Chinese dining experience. The restaurant comprises an open kitchen; five skillfully designed private dining rooms; a wine wall and bar; and an outside dining area. It serves signature Chinese delicacies, including Peking Duck, Beggars Chicken, hand-pulled and Dan Dan noodles, and a host of sumptuous desserts. Hours: Lunch 12:00 noon to 2:30 pm Dinner 7:00 pm to 11:30 pm Location: Access from poolside Reservations: + 91 11 6677 1334 or china-kitchen.hrdelhi@hyatt.com Menus: The China Kitchen Lunch Menu The China Kitchen Appetiser Menu The China Kitchen Dumpling Menu The China Kitchen Dessert Menu

Aangan

Aangan Delhi is a speciality cuisine restaurant featuring a mix of the four main types of food, namely Bania, Kayastha, Muslim and Mughlai, that have been cooked traditionally in Delhi for many years. The objets dart in the restaurant represent the historical regions of Indraprastha and Hastinapur. Guests at this Delhi restaurant enjoy a four-course lunch every Sunday paired with chilled Carlsberg beer. Hours: Lunch 12:00 noon to 2:30 pm Dinner 7:00 pm to 11:30 pm Location: Access from lobby level Reservations: + 91 11 6677 1308 or aangan.hrdelhi@hyatt.com Menu: Aangan Menu

La Piazza

La Piazza, an authentic Italian restaurant, exudes warmth in its rustic surroundings that recreate the atmosphere of Italian grottos. This award-winning restaurant offers a selection of oven-fresh pizzas, al dente pastas and fine wines. Guests enjoy Sunday lunch with Chef Alessandro Sandrolinis tailor-made menu, developed to go perfectly with red or white wine, prosecco and belvedere martinis. Hours: Lunch 12:00 noon to 2:30 pm Dinner 7:00 pm to 11:30 pm Location: Access from lobby level Reservations: + 91 11 6677 1310 or lapiazza.hrdelhi@hyatt.com Menus: La Piazza Lunch Menu La Piazza Dinner Menu La Piazza Dessert Menu

T.K'S Oriental Grill

TKs Oriental Grill welcomes diners to its earth-tined wooden decor, and the drama of authentic cuisine and expertise as teppanyaki chefs prepare a delectable four-course meal with a choice of market-fresh ingredients. The restaurant offers Far Eastern cuisines, including Indonesian, Japanese and Thai specialities, with the Oriental grill lunch on Sundays featuring fresh sashimi, sushi and salads, along with Laurent Perrier champagne or sake. Hours: Lunch 12:00 noon to 2:30 pm Dinner 7:00 pm to 11:30 pm

Location: Access from lobby level Reservations: + 91 11 6677 1312 or tks.hrdelhi@hyatt.com Menu: T.K'S Oriental Grill Menu

Caf

Caf Delhi is a contemporary, spacious and comfortable all-day dining restaurant that offers fresh and innovative food concepts, with dishes cooked la minute by chefs in each of the five interactive kitchens, ready to deliver food straight from the pan to the plate. Diners can experience Sunday lunch from the five interactive kitchens, served with champagne, wine, beer, fresh juices and iced teas. Hours: Breakfast buffet

6:30 am to 10:30 am (weekdays) 6:30 am to 11:00 am (Saturdays and Sundays) Lunch buffet 12:00 noon to 2:30 pm Dinner buffet 7:00 pm to 11:30 pm All day dining 24 hours Location: Access from lobby level Reservations: + 91 11 6677 1306 or cafe.hrdelhi@hyatt.com Menus: Caf Breakfast Menu Caf Ala Carte Breakfast Menu Caf All Day Menu Caf Dinner Menu

Sidewalk

At Sidewalk, Hyatt Regency Delhi hotel, select from a variety of morning bakery items, such as croissants, muffins, Danish pastries and French hearts. Or choose from an array of different breads, among them rye, crusty white, walnut-raisin, sunflower seed, white, brown, multigrain, sour dough, French, walnut and ciabatta. Also on offer are delicious baguette sandwiches, quiches and baked pastries, each offered with a vegetarian option. Hours: 8:30 am to 9:00 pm Location: Access from lobby level Reservations: + 91 11 6677 1304 Menu: Sidewalk Menu

COMPETITIVE ANALYSIS
Hyatt's main competitors are:

Starwood Hotels & Resorts (HOT) Choice Hotels International (CHH) Hilton Hotels Intercontinental Hotels Group (IHG) Orient-Express Hotels (OEH) Marriott International (MAR)

The industry is highly fragmented and no player commands more than 20 percent of the market share. Competition in the industry is generally based on the quality of rooms, restaurants, meeting facilities and services, attractiveness of locations, availability of a global distribution system, price and other factors.

ORGANISATIONAL CHART
DIRECTORS OF HYATT HOTELS CORPORATION
S.NO. Name of Director Status Profile 1. Mr. Shiv Jatia (Chairman & Managing Director) Executive Chairman / Promoter Director 2. Mr. Lalit Bhasin Independent, Non-Executive Director 3. Mr. Vinod Dhall Independent, Non-Executive Director 4. Mr. Gautam R Divan Independent, Non-Executive Director 5. Mr. Dinesh C Kothari Independent, Non-Executive Director 6. Mr. P.S. Dasgupta Independent, Non-Executive Director 7. Mr. Raj Kumar Jatia Non- Executive/ Promoter Director 8. Mr. Ramesh Jatia Non- Executive/ Promoter Director 9. Mr. Amritesh Jatia Non- Executive/ Promoter Director 10. Mr. Adarsh Jatia ( Joint Managing Director) Executive / Promoter Director

SENIOR EXECUTIVES
S.NO. Name Designation Contact No. 1. Mr. Jyoti Subarwal President - Finance & Operations 2. Mr. Arun Tandon Chief Operating Officer - Projects

3. Mr. Dinesh K. Jain Vice President - Corporate & Company Secretary 4. Mr. Vipin Vasudev Vice President - Projects 5. Mr. Deepak Gupta General Manager - Finance (Treasury) 6. Mr. Satyen Dhariwal General Manager - Corporate Finance 7. Mr. P.R. Subramanian General Manager - Corporate Affairs

MARKETING STRATEGIES
One of the most competitive industries today is hospitality. Hyatt marketers have to develop a marketing strategy that goes beyond the marketing strategies of their competitors to insure they have a unique advantage over the other companies. The first step in the development of their marketing strategy was the identification of the specific market segments they wanted to pursue. After establishing their target market segments, they conducted extensive research on the competing companies' marketing strategies and then evaluated them to make sure their product was above the competitions. It is very easy for a company to forget that their marketing strategy must be current; therefore part of their marketing plan includes the continual recycling of their research process and the evaluation of current data. From the research and the conclusions developed in analyzing the data, marketers determine the needs and wants of their specific market segments. The hotel will then be able to better develop ways to satisfy their customers' needs and wants and also begin developing ways to make their product superior to the competition. The service delivery, the moments of truth, at the hotel will ultimately determine the customer's satisfaction. A key marketing strategy is to make sure every guest leaves the hotel satisfied.

The Hyatt Regency in Columbus has three main market segments which include the convention traveler, business traveler, and the leisure traveler. The marketers have developed a marketing strategy for each of the markets they want to attract. In order to provide sufficient attention and ensure perfection for each of the market segments, the marketing and sales department is divided so each person deals with the same market type on a regular basis.

The convention traveler makes up the majority of the guests staying at the Hyatt Regency in Columbus. Many guests are attending a conference or convention that is being held in the Columbus Convention Center directly connected to the hotel. One way that Hyatt is able to maximize their revenue is by hosting a block of rooms for attendees to these conventions. These types of groups account for a significant amount of the hotel's annual revenue. The different groups attending are attracted to the Hyatt's packages because of the lower rates Hyatt is able to offer them as well as the convenience of having the Convention Center physically connected to the hotel. A group's members can get a discounted rate if the group blocks a minimum number of rooms. The more rooms they commit to filling, the larger the discount. Also, another great perk the group is able to experience by blocking out a certain number of rooms is making sure they get the specific room types they have requested, and frequently most of the group's members can be located in the same general area of the hotel. The sales department's staff is responsible for selling the packaged deals to the convention heads, or meeting planners. There are a number of effective ways Hyatt tries to market these packages to the groups. These include: offering special parking rates, special rates for catering functions or conference room rental, and sometimes providing benefits to the conventions coordinators. Some of the benefits Hyatt has offered in the past to coordinators to persuade them to choose Hyatt for their groups have been things like complimentary suites, vouchers for meals, and deals for future stays. The Hyatt Regency has many repeat groups who attend the same convention every year at the hotel.

The assurance of a smooth running convention is also an extremely important marketing strategy to those groups. Two conventions that Hyatt Regency in Columbus has hosted for 26 years (since the hotel first opened) are the Longerberger Bee and Ohio Tole Painters. These are both very large conventions

that base their meetings at the Hyatt. These conventions are very popular for the hotel and the city itself, because of the large amount of revenue generated. By efficiently coordinating and hosting special activities, meetings, luncheons, and other smaller events in the evenings and during the day when the convention center has the group's larger activities occurring, the Hyatt's staff can make the convention coordinator's job much easier. By doing this in a well organized manner, the Hyatt can help the convention organizers insure that the attendees have a great experience. This marketing strategy results in the attendees coming back year after year, which results in the continued success of the convention. If the convention is successful and grows, this will guarantee the Hyatt business year after year. The result of a pleasant convention experience by someone staying at the Hyatt is also a positive marketing tool to attract these attendees back as leisure travelers.

The second target segment Hyatt tries to market is the business traveler. Net Jets is one of the main businesses the Hyatt Regency caters to, that bring in large amounts of revenue for the hotel. This group receives the most benefits of any group while staying at the Hyatt. Net Jets is a private contracted airline service, with whom the Hyatt has developed a very specific and targeted contractual business package. Their successful marketing package to Net Jets has included the assurance that every member of the group is guaranteed a room for the night. The fixed rate for a room is always $73 per night, which is approximately half of the ADR, average daily rate. This contract guarantees forty-three rooms per night, every day of the year. Because of this contracted expense by Net Jets, the rate is tax exempt for them. Such a low rate as compared to the ADR may sound like the Hyatt is losing

money, or not earning as much revenue as they could; these types of business contracts are guaranteed revenue. Even if Net Jets does not fill the contracted block for the night, Hyatt still accrues revenue. Even a heavily discounted rate is better than no revenue from vacant rooms.

In the package the NetJet pilots receive a discounted rate on shuttles to the airport. They also receive a voucher for a complimentary breakfast buffet in the morning. The pilots are allowed to make free local phone calls and are given the opportunity to use a fax machine at no charge. The pilots have their own floor to ensure peace and quiet for a good nights rest. This floor also holds a crew lounge with internet access, snacks, and drinks. Refrigerators are also provided in each room for the pilots. In addition to this, Hyatt awards the pilots with personal Gold Passport points for each visit, even though their company pays for the room. Hyatt offers them many services as a marketing strategy so they will continue to renew this contract which brings in large amount of annual revenue.

The Hyatt Regency tries to maintain relations with leisure guests by making sure they are offering reasonable rates and package deals. Many guests travel to Columbus for leisure activities and usually are attracted by lower room rates and convenient, reasonably priced amenities. It is up to the marketers to reach these customers through more traditional marketing methods such as television advertisements, advertising at the airport, in travel magazines, etc. For these guests the marketers wish to provide the guest the most for their money with the smallest amount of work possible. The Hyatt offers a great number of packaged deals. Two of the packages that are most popular are the "Night" Package and the "Family" Package.

The Family Package can easily accommodate those with large families and those who have young children. This package allows a family to rent one room at the regular rate and then a second conjoining room at half the rate. This lowers the cost if a family is too large to stay in just one room but does not want to pay full price for a second room. Also the second connecting room ensures to the parents that the children will be safe with them. Families are very attracted to this marketing strategy because they feel that a discounted place to stay would allow them to do many other things while on the trip.

The Night Package includes the taxes already built into the price and offers a variety of services to the guest. Some of these services are: breakfast for two, a $35 gift certificate to the local restaurants, and

two movie tickets for the Arena Grand Theatre located close to the hotel (hyatt). A nice additional perk to this package that guests seem to enjoy is the guarantee for a high floor room with a view of the city and also a 2 PM check out time. This package has a unique feature that provides a couple with a romantic atmosphere for them to enjoy. A Champaign bottle is placed in the room once they have arrived at the hotel and upon arrival they are given the option to have breakfast in bed in the morning. This package really appeals to those couples who wish to have an unforgettable stay at the Hyatt and one which will provide them with special memories of their visit, and the reason for their leisure travel, for a long time.

Hyatt has developed many ways to market their primary target segments. Hyatt also has been successful in developing techniques that market a specific genre of guests as well as a combination of all different customers. The Gold Passport is a good example of marketing to all types of customers, including the leisure traveler (hyatt). This program consists of three membership levels which are awarded to guests by earning points. For every eligible US dollar spent, the guest earns five Gold Passport points, and can redeem these points for free hotel visits. The Gold membership is the first level. In this level the guest receives a copy of their bill in the morning outside their door along with a newspaper. Guests are also eligible to receive room upgrades, and a late checkout, if those services are available at that location.

The second level is the Platinum Membership. These members receive all the same benefits as the Gold Passport members but in addition to those benefits the Platinum members are pre-blocked into the room they have requested the night before arrival to ensure the type of room they wanted is available to them. The third and highest level is the Diamond membership. They receive all the benefits of the previous two levels but are also sent a special personalized gift once they arrive at the hotel. They are also upgraded to the Regency Club which allows them to have access to a mini snack bar on their floor. Diamond members also qualify for blackout date reservations, meaning they can sometimes make a reservation, even if the hotel is sold out. This program allows the hotel to see who has previously stayed at the hotel and rewards those loyal customers for their business with Hyatt. Another good strategy with this program is using it as a corrective action plan, or compensation feature. If something has gone wrong with a guests visit, awarding points is a quick, easy, and inexpensive way to apologize for the any inconveniences and satisfy the guest.

Hyatt offers other types of packages and hotel options that market their product to a more select group of customers. All these types of strategies allow the guests to see that the hotel really does accommodate to any one individual's specific needs. Examples of these are the business plan, Camp Hyatt, and Regency Club. The business plan package costs an extra $20 a night. Two vouchers are given for a complimentary breakfast in the morning. The rooms offered in this package are larger rooms that provide a working space for the customers. Camp Hyatt is a marketing strategy that attracts family vacationers. This package allows children to participate in various activities they enjoy during the day. Hyatt Regency Club is for the hotels loyal customers. It is referred to as a mini-hotel inside a large hotel. Guests in this club stay on a designated floor at each hotel, and have access to their own snack bar and lounge.

Hyatt offers many types of special discount rates on their rooms. If you're a AAA member you will receive a room rate at a ten percent discount as well as free breakfast for up to two adults. For seniors, age 62 and over, you save fifty percent on booking your hotel room. Another discount offered is for those who pay with American Express cards (hyatt). They are able to receive three percent off the total bill while staying at Hyatt hotels. In addition to the discount they also can enjoy a fifty minute massage when staying two consecutive nights at Hyatt hotels, if that service is available at that location.

Hyatt Hotels really do a great job of attracting every type of client with many successful marketing strategies. I think there could be improvements in some services offered to the hotel's customers. For example, Hyatt Hotels do not offer free internet access. Because a huge number of guests staying at the hotel are there for business related reasons, free wireless internet access should be included for them to use during their stay at the hotel.

Another suggestion would be offering some type of shuttle service directly linked to Hyatt hotels. Guests have to figure out for themselves how they are going to get to and from the airport to the hotel. Front desk workers are constantly advising guests throughout the day about how to obtain transportation to and from the airport. I think it would be much easier for the guests to have a guaranteed ride back to the airport and not have to deal with the stress of finding a ride themselves. For those who arrive in private or rental vehicles, the Hyatt does not offer free self parking options, or a free valet parking service. Parking is rarely free in downtown areas, but some types of hotels are starting to offer free parking to their guests, and the lack of it at Hyatt is becoming a more common complaint as time goes on, and the price of parking continues to increase.

In addition to charging for the internet, and for parking, the Hyatt does not provide a complimentary breakfast with a regular room rate. Again, some guests find this annoying and unsatisfactory. This is because some hotels have started to offer all of these services and the room itself, for one price. They are simply combining the room and all of these amenities into one package at a fixed price, and marketing that package using the word "free" with parking, internet, and breakfast. The hotels that do this are in fact really marketing to a different segment of the leisure travel market, guests that are leisure travelers, but usually are not frequent convention travelers. With the high volume of convention business today and the changing workforce, this different market now ends up staying at the Hyatt as a convention traveler, but usually their convention expenses are paid by their employers. They are often not willing to pay for higher costs for personal leisure travel if there are less expensive alternates.

This is good and bad. In order for Hyatt to be successful, it must appeal to as many leisure travelers as it can while maintaining the best image, and provide a very high quality level, and usually more expensive level, of service for the convention and business travelers. There are a couple ideas on how to improve the current Hyatt offerings. One is to offer a more affordable business plan package that includes a combination of the internet, breakfast, self or valet parking, at an affordable and discounted rate. The parking should at a minimum include heavily discounted parking rates for guests staying two or more nights. The second idea is to create a new segment of hotels that are smaller and located just outside of the downtown area where the cost of land, parking, and things such as business taxes may be less expensive. Hyatt has already started implementing this idea with its purchase of AmeriSuites. This one hundred forty three property addition to the company is a grand marketing strategy designed to further the accessibility of the Hyatt Company and incorporate more service at an affordable rate, while maintaining the upscale image.