Hyatt Sets Sights On Key Clients

<B> Hyatt Sets Sights On Key Clients</B>

By Maria P. Vallejo

<I>Chicago </I>- Hyatt Hotels Corp. last month began targeting key transient and group travel buyers as part of an aggressive effort to solidify corporate contracts and provide a single point of contact.

By the beginning of 1999, Hyatt officials plan to recognize between 400 and 500 key corporate accounts that are eligible for national contract negotiations, and to negotiate with them for lower rates, last room availability and traveler amenities.

"I think our record in terms of our commitment to meeting planners speaks for itself. It's now our intention to make that same quality of commitment to travel managers," said vice president of marketing Tom O'Toole. "You're going to see a much more extensive marketing program and sales commitment."

In an effort to improve its relationships with corporate meeting planners, Hyatt over the past two years has improved its standard payment programs, educated its sales forces and provided customers with regular updates about their account activity.

For the travel buyer-focused project, officials will select key accounts based on their usage of numerous properties in multiple cities, and potential to expand their business. "We're not looking to have a lot of people, but to take care of the ones that have done well," said vice president of individual travel Joan Lowell.

Hyatt officials said the initiative came after a noticeable lull in corporate transient business. Out of 1,500 active national sales force accounts, only 43 cases were classified as transient travel business, Lowell said, while almost all possessed some amount of transient travel. Similarly, some transient accounts included group travel.

Now, these corporations will fall under closer scrutiny. Hyatt will reach out to determine which agencies and consortia handle their travel and offer them lower negotiated rates and training about Hyatt properties and offerings.

The chain also will offer travel management companies single points of contact for negotiating agency and corporate rates for all locations. Until now, some agencies negotiated individual deals for corporate customers with specific hotel sites, while simultaneously negotiating their own rates with still other salespeople.

Hyatt also will train reservation specialists, travel agents and call center associates to identify key accounts and ensure their travelers receive the negotiated rates and amenities. Six Fortune 500 companies, which could not be named, already requested Hyatt training at their call centers.

Meanwhile, Hyatt has divided its U.S. sales force into three geographic regions--covering the eastern, western and middle United States. Four sales people, each handling about 100 clients, will cover national accounts.