How Crystal Vinisse Thomas is remaking Hyatt’s brands for a modern traveler

Four years ago, Crystal Vinisse Thomas decided to return to hospitality by taking a job at Hyatt. After working in hotel branding for the majority of her career, she had spent the previous two years honing her marketing skills at Apple’s Beats by Dre brand. But Thomas, who attended the School of Hotel Administration at Cornell University, picked an unfortunate time to return to an industry that was soon to be ravaged by the COVID-19 pandemic. Like its competitors, Hyatt underwent staff furloughs, closings and a revamp of policies. “We built back differently and I think better in some cases,” said Thomas, 37. “It allowed me to push myself and grow as a leader by really developing my marketing acumen in a short time to accommodate for the change.” See all of Ad Age’s 40 Under 40 honorees here At Hyatt, Thomas oversees seven brands, several of which were recently rebranded or are undergoing a refresh in the coming months as Hyatt rejuvenates itself for today’s modern traveler. The chain’s Andaz brand, for example, is rolling out its largest campaign to date this fall. Thomas, who was also responsible for Hyatt’s first marketing on TikTok, spearheaded the development and launch of “Caption by Hyatt,” the chain’s lifestyle brand that debuted last year. If you could have dinner with one person, alive or dead, who would it be and why? Oprah. Full stop. What are the top two social media sites you use on a regular basis? I’m an active user of Instagram and a passive user of TikTok. I’ve got a strong TikTok curation committee by way of several active group chats. They keep me tapped in! What’s currently on your bedside reading list? “The Heaven & Earth Grocery Store,” “The Covenant of Water,” “Unreasonable Hospitality” and “That Will Never Work.” What was the last show you binge-watched? I’m half-ashamed to admit this, but I’ve finally just watched “The Wire” and “The Sopranos”—and back-to-back, too! I’m super into content and generally have a strong opinion about what’s quality and what’s not. Felt weird to be that person and not have watched what are arguably two of the best shows ever! At what age do you hope to retire? From a financial perspective, I’d love to be in a position to not “have” to work as early as today 😊. That said, I love a blurred line between work and life, and always strive to be in a role that aligns with my own personal passions. So as long as I’m in a position where I “get” to do what I love … I don’t see myself stopping! See all of Ad Age’s 40 Under 40 honorees here

How Crystal Vinisse Thomas is remaking Hyatt’s brands for a modern traveler

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