Who is the illiterate in marketing at Hyatt that comes up with all their language-mangling terminology? First it was "Discoverist" and "Explorist," then it was "Centric" and "JdV." I guess they were in competition with "Bonvoy" to see what company could come up with the worst distortion of grammar and vocabulary.


And as MarkOK notes, the whole "Timeless" and "Boundless" spiel is just ridiculous. Why not just call them what they are? Traditional Brands, Lifestyle Brands, Independent Brands. Something like that. This has all been thought up by some poorly educated person in Hyatt's corporate marketing, and nobody has had the guts to tell them that it's stupid.