Yatt’it is an online community for Hyatt concierges and Hyatt Gold Passport members. The community offers traveller advice and inside knowledge with a unique advantage - credibility.
Description of user contribution system
Yatt’it allows Hyatt Concierges and Gold Passport members to provide and rate “insider tips” for fellow frequent travelers (assumed to be likeminded) and get up to date flight stats. Hyatt is moving beyond the individual conceirge’s ability to provide great customer service. Since any concierge or Gold Passport menber can contribute, they’re building up a much larger set of tips than any individual could ever possess. By allowing visitors to rate tips, the system helps to identify the most useful tips
e.g. 5 conceirges say this is the best date restaurant in town, compared to asking 2 different concierges and a friend, getting 3 different answers
Benefits for the users
Information and assistance:
- Information comes from likeminded, fellow travellers and is therefore more likely to be helpful
- Visitors can access much more information than if they could only ask a few people
- Voting helps the best tips rise to the top
Reduced time & costs (esp search costs):
- Faster/easier to obtain all that information than manually asking for tips, quality of tips better thanks to voting
- Also, can get the information before they visit the hotel
Higher customer satisfaction … and confidence in planning. Visitors have better luck finding places that meet their needs (e.g. someone wants to go to the local favorites, not the tourist traps)
Benefits for the creators of the system
The system reduces the burden on concierges (potentially saving money). It also improves customer satisfaction: better, easier to access tips = happier customers!
History of the idea
Launched by Hyatt hotels in April, 2008.
Scale
~17K unique US visitors per month (http://www.quantcast.com/yattit.com)
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