Hyatt Hotels & Resorts has appointed VMLY&R to its agency roster. The WPP-owned agency will lead creative for World of Hyatt worldwide.

The agency's first work is expected in early 2024.

Hyatt is a global hospitality brand with more than 1,250 hotels and all-inclusive properties in 76 countries across six continents.

VMLY&R was selected by Laurie Blair, vice president of global marketing at Hyatt, who joined Hyatt in September 2022.

"As Hyatt continues on a path of transformative growth, we want to ensure travelers understand all that World of Hyatt has to offer," said Blair.

"There are few brands as iconic as World of Hyatt when it comes to travel and hospitality,” said Kristal Herr, executive director, client engagement, VMLY&R. She said the agency would "leverage our creative expertise to build a truly connected brand."

Since 2018, Hyatt reportedly doubled its number of luxury rooms, tripled the number of resort rooms, and quadrupled the number of lifestyle rooms. In early 2023, it also acquired the Dream Hotel Group. Two new resorts are planned in the Dominican Republic and St. Lucia, respectively, in 2024. The Hyatt Centric Querétaro will be located in downtown Querétaro, a city in central Mexico, in 2025.

VMLY&R client work has included Wendy's, Greenpeace and Intel.