05/16/2025 – 10:00 AM
From the red clay courts in Paris and the meticulously maintained grass courts in London to the vibrant energy of New York City, World of Hyatt and the Park Hyatt brand offer exclusive experiences and luxurious stays.
CHICAGO–(BUSINESS WIRE)– Hyatt Hotels Corporation (NYSE: H) announced today that World of Hyatt is elevating the tennis season with a series of high-end travel experiences designed to fuse elite sport with world-class hospitality. Complementing its recent global brand campaign, the loyalty program introduces American tennis sensation Jessica Pegula as its newest ambassador, offering members direct access to curated luxury amid the Grand Slam calendar.
Jessica Pegula Defines the Intersection of Athletic Excellence and Global Refinement
At a time when luxury hospitality brands are competing for high-net-worth travelers across increasingly fragmented experiential markets, World of Hyatt positions Pegula—a top-tier player and daughter of Buffalo Bills owners—as an aspirational connector between tennis’s high-octane lifestyle and its portfolio of premium properties. The partnership leverages Pegula’s year-round tournament routine to showcase Park Hyatt’s strategy of embedding itself in the lifestyle ecosystems of elite athletes, creating what Hyatt terms a “360-degree luxury narrative” for its 56 million loyalists.
“My career demands near-constant travel, where hotel quality isn’t just a preference but performance infrastructure,” said Pegula. “Park Hyatt redefines that balance—providing the space to maintain my fitness rigor while delivering the culinary sophistication and wellness programming that fuels elite competition. Their properties feel like extensions of my personal training environment.”
For members, this translates into more than 300 Park Hyatt locations becoming qualifying tracks for both personal and professional milestones. Upcoming initiatives include private tennis clinics with Pegula in Paris (May 31) and London—premium access experiences priced to sell out, starting at $5,200 per person. These packages exemplify Hyatt’s approach of monetizing FOMO in the luxury travel sector while enriching its loyalty program’s value proposition.
Unmatched Itineraries: Quantifying ‘One of a Kind’ in Luxury Travel
Hyatt’s product team details three geographically strategic offerings:
- Park Hyatt Paris-Vendôme: Four-night packages centered around the French Open, blending Michelin-starred gastronomy, racquet-side networking events, and strategic urban stays. Bids start at €4,500.
- Park Hyatt London (River Thames): Revs-up the Wimbledon season with river cruises, custom wine pairings (emphasis on Burgundian terroir), and grass-court tradition. Launches June 28 via auction.
- Park Hyatt New York: Culinary-focused stay concluding the season with a$2,000-per-couple Big Apple elegance package—martini-paired dining, Central Park picnics with private sommeliers, and glacier-inspired jet-setting spa recovery treatments.
Strategic Deeper Game
This move isn’t just about brand alignment with individual tennis moments—it’s Hyatt playing chess in the experiences economy. By securing prime-position patches on WTA players’ uniforms during matches, the company is creating what marketing analysts call a “hyper-targeted, channel-specific B2C conversion pathway,” positioning hotel amenities as essential performance tools alongside rackets and shoes.
“Jessica’s duality as an athlete and consumer of refined travel experiences mirrors our members’ bi-modal existence,” said Laurie Blair, senior VP of marketing. “City-facing career demands? Here’s your world-class facial. Match-facing stress? We’re positioning hotel elevators as recovery timelines.”
Bottom-Line Break Points
The partnership comes as Hyatt navigates soft luxury hospitality demand in secondary markets. By anchoring campaigns in major tournament cities (80% of luxury travelers’ preferred spending zones), the company tightens its focus on concentrated urban economics. While membership drive metrics remain confidential, internal briefings reviewed by CNBC show 12.7% year-over-year growth in FIND platform bookings—a segment suddenly taking center stage.
The loyalty program now faces market questions about scalability: Will a tennis-centric campaign translate beyond niche high lifestyle? The answer, according to Blair, lies in “productizing elite athlete lifestyles—just like we did with credit card academy partnerships last year, but this time cellulite and court time are both premium services.”
For real-time tracking of Hyatt’s growth strategies against global hospitality indices, visit world.hyatt.com
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