CHICAGO — Hyatt Hotels has named Zeno Group as its new global PR agency of record following a project relationship that started last year.

Zeno won the business in a competitive review. The agency has a broad-reaching remit that includes leading corporate reputation for the group, which has 900 properties in 65 countries, as well as PR for its loyalty program and hotel brands.

Hyatt previously worked with Golin on corporate communications and its business and leisure travel properties. BCW predecessor Cohn & Wolfe also was among the hospitality giant’s former partners, having served as US and Canada AOR for Hyatt’s luxury group for two years starting in 2016.

Zeno assumed responsibility for Hyatt's global and brand work in July. The work is being led out of Zeno’s Chicago office by executive VP Joanna Krupa-Brown, with additional team members in New York, UK, and France. Other offices will  be added as needed.

Earlier this year, Hyatt hired Zeno to handle its PR in Europe, Africa and the Middle East, which now falls under the agency's global remit.

Zeno's relationship with Hyatt dates back to late 2019 when the agency started doing project work. The partnership expanded as Covid-19’s impact on the travel industry grew.

“We were looking for a global agency who understands our purpose of care, matches our commitment to excellence and strong corporate values, with expertise in both B2C and B2B brand-building,” said Hyatt senior VP of global communications Kathy Krenger.

“Zeno impressed us with their strategic thinking, data-driven story-telling and creativity —  all the elements we need to elevate our communications and drive our business forward, especially during these challenging times."