Consumers and enterprises want online channels to be highly efficient but few companies have a vision and plan to reach those goals. Hyatt understands how customer experience across all channels builds brand preference and ultimately, revenue. Join to see what worked well for Hyatt and what would change in a roll out. Bill Bernahl, Vice President, E-Commerce, Hyatt

1. Bill Bernahl
Vice President E-Commerce
Hyatt Hotels & Resorts.
Ignite 2010

2. Any opinions expressed during this presentation are mine and not
necessarily those of Hyatt
Forward-Looking Statements
Statements in this presentation, which are not historical facts, are “forward-looking” statements within the meaning of the
Private Securities Litigation Reform Act of 1995. These statements include statements about our plans, strategies,
financial performance, prospects or future events and involve known and unknown risks that are difficult to predict. As a
result, our actual results, performance or achievements may differ materially from those expressed or implied by these
forward-looking statements. In some cases, you can identify forward-looking statements by the use of words such as
“may,” “could,” “expect,” “intend,” “plan,” “seek,” “anticipate,” “believe,” “estimate,” “predict,” “potential,” “continue,”
“likely,” “will,” “would” and variations of these terms and similar expressions, or the negative of these terms or similar
expressions. Such forward-looking statements are necessarily based upon estimates and assumptions that, while
considered reasonable by us and our management, are inherently uncertain. Factors that may cause actual results to
differ materially from current expectations include, among others, the depth and duration of the current economic
downturn; levels of spending in the business, travel and leisure industries as well as consumer confidence; declines in
occupancy and average daily rate; hostilities, including future terrorist attacks, or fear of hostilities that affect travel;
travel-related accidents; changes in the tastes and preferences of our customers; relationships with associates and
labor unions and changes in labor law; the financial condition of, and our relationships with, third-party property owners,
franchisees and hospitality venture partners; risk associated with potential acquisitions and dispositions and the
introduction of new brand concepts; changes in the competitive environment in our industry and the markets where we
operate; outcomes of legal proceedings; changes in federal, state, local or foreign tax law; fluctuations in currency
exchange rates; general volatility of the capital markets and our ability to access the capital markets. A more complete
description of these risks and uncertainties can be found in our filings with the U.S. Securities and Exchange
Commission, including our Annual Report on Form 10-K. We caution you not to place undue reliance on any forward-
looking statements, which are made as of the date of this presentation. We undertake no obligation to update publicly
any of these forward-looking statements to reflect actual results, new information or future events, changes in
assumptions or changes in other factors affecting forward-looking statements, except to the extent required by
applicable laws. If we update one or more forward-looking statements, no inference should be drawn that we will make
additional updates with respect to those or other forward-looking statements.

3. Play “Hyatt You’re More than Welcome” 1:00
http://www.youtube.com/watch?v=HoeAwOzR1f4

4. 445 Hotels /
Resorts
>80,000
Associates
45 Countries
Park Hyatt
Andaz
Hyatt Regency
Hyatt
Hyatt Place
Hyatt Summerfield
Suites
Hyatt Vacation
Clubs

5. >600 Sites
10 Languages
Hotels
Brands
Restaurants
Spas
Golf
Destinations
Regions
Renovation
Press Room
Investor
Relations
Blog
…

6. A Property Site
Hundreds of pages

7. Hyatt Editor – Homegrown Content Manager
>400 hotels, 10 Languages

8. Infrastructure
Hosted at
AT&T
2 Datacenters
Virtualized
Linux running
on Intel
processors
Apache,
Jboss,
ATG,
Endeca,
Oracle,
Day

9. E-Commerce Vision
Best for Customers
 Terms
– Lowest prices, guaranteed
– No booking fees
– Loyalty benefits
– Policies (refunds, changes, …)
 Content / features
 Experience / Convenience
Best for Hyatt
 Most efficient channel
 Increased revenue generation
 Increased customer engagement
through personalization
 Experience supports building
brand preference
Establish Hyatt’s global online properties as the best places to plan,
purchase and manage hospitality and travel services with Hyatt

10. Online Travel
US / Europe Maturing, Developing World Accelerating
 US total travel market >$280b
More than 50% of all bookings now booked online
 Leisure and Unmanaged Business Travel Online
US >$90b, 5% growth
Europe >$70b, 7% growth
ASPAC >$40b, 20-25% growth

11. EVERYONE’S ONLINE
EVERYONE’S MOBILE

12. “Cyberspace, not so
long ago, was a
specific elsewhere,
one we visited
periodically, peering
into it from the familiar
physical world. Now
cyberspace has
everted. Turned itself
inside out. Colonized
the physical.”
- William Gibson,
NYT 8/31/2010

13. Strong Internet Growth Continues
 2,000,000,000 Internet Users
 29% of the population is online
 Penetration by country
US 77%
Europe 58%
Asia 21%
Africa 11%

14. Mobile Internet Growth Even More Astounding
 Mobile phones in use
= 60% of the world population
 More than 780mm mobile phones
in China
1/3 internet devices
 Mobile internet growing faster than
desktop internet
 3G+ population penetration
projected to exceed 45% by 2015

15. THE SITE IS THE NETWORK

22. RATE OF CHANGE ACCELERATING

23. Days to Reach 1,000,000 Units Sold
360 74 28 3

24. Cummulative iPhone Apps Downloads Projected to Exceed
Song Downloads by End of 2010

25. Play “Hyatt Apple iPad Video” 2:49
http://www.youtube.com/watch?v=gmNSACEntSs

26. CONTENT MANAGEMENT

27. 2010 Goal:
Acquire and Deploy Web Content Management System
Key criteria
 Flexible content support
 Strong international support
 Configurable workflow
 Open content access
 Easy to learn / use
 Innovative company
Approach
 Roll out marketing microsites in 2010
 Roll out a brand site in 2010
 Address brand / property sites in 2011

28. Web Content Management System Selection Process
Kickoff to Contract: 12 weeks!
 Engaged SapientNitro Content Management Practice
 Reviewed Research / Conducted Market Scan
 Developed Short List
 Vendor Presentations / Scorecards
 2 Day onsite POCs
 Reference / Analyst Checks
 Final Selection

29. Initial Project: Digital Press Room
 5 Week “quick
strike”
 Simple single
site / workflow
model
 Moved
existing site
with limited
changes
 Hosted in
Amazon cloud
 Joint Day /
SapientNitro
effort

30. Corporate Blog
 New corporate
blog
 Basic site
 Reverse
publication
 Hosted in
Cloud
 SapientNitro

31. Hyatt Place Property Internet Pages
 Replace and
enhance
existing
iGoogle
capability
 >100 single
page sites
 Widgets
 Hosted in
Amazon cloud
 SapientNitro/
Day

32. Premier Restaurant Templates
 Template for
multi-outlet
restaurants
 Property /
Corporate
workflow
 Hosted in
Amazon cloud
 HeadStand
Media

33. Hyatt Vacation Club Redesign
 Brand site
build out
 Substantial
content but no
significant
dynamic
content
 Significant
multimedia
elements
 Hosted in
Cloud
 SapientNitro

34. Day CQ5 – Coming Up
2010
 Destination pages
 Custom landing pages
 Content source for property specific mobile content
2011
 Migrate Brand sites
 Integration with ATG for dynamic content
 Move hosting from cloud to AT&T
 Migrate existing custom sites (Restaurants, Catering, …)

35. Lessons Learned / Observations
 The “Start Simple / Move Fast” approach worked for us
Allowed Hyatt and SapientNitro team to learn system progressively
Projects delivered on schedule!
 Leveraging the Amazon Cloud a major success
 Get the templates right early in the project!
 Would have accelerated staff training
 Weigh “Out of the Box” components against more customized
solutions. Custom rather than OOTB components may provide more
flexibility and scalability longer term.