The CMO's MO: Hyatt's APAC marketer on the power of prioritisation

Tammy Ng has never been one to shy away from a challenge. From helping launch Apple’s iPhone and iPods in China to turning around Dyson’s hair care business in Tokyo, Hong Kong and Taiwan, Ng is a well-known name in Asian marketing circles. Now, as Hyatt’s Asia Pacific marketer, she brings her no-nonsense, results-driven approach to an entirely new sector: hospitality.

“Apple taught me the power of focus—saying ‘no’ to good ideas so you can say ‘yes’ to the great ones,” she says. Meanwhile, at Dyson, founder James Dyson pushed her to always think in terms of solutions, a mindset she’s carried into her new role. At Hyatt, Ng sees an opportunity to build direct, meaningful relationships with guests that go beyond transactional bookings and instead focus on personalised experiences.

Ng is entering a region where luxury is being redefined, and her task is to help Hyatt stand out in a crowded market. “Our purpose of care has to shine through every interaction,” she tells Campaign Asia-Pacific. With new properties like Alila Shanghai, Ng is ready to push Hyatt’s luxury offering into fresh territory.

1. What are the three biggest marketing challenges for your brand right now?

Top of my mind is building direct relationships with guests – that’s critical for me as a marketer and Hyatt as a brand. It’s an opportunity to ensure our brand is seen as a leader not just in luxury, but also in lifestyle, leisure, and wellbeing. We need to move away from transactional interactions and focus on creating personalised, meaningful experiences. When guests book directly, they’re initiating a relationship, not just making a reservation. It’s up to us to show we understand what they truly want.

But I see these as areas of growth rather than challenges. Another would be how we differentiate Hyatt from other hotel groups and even within our own portfolio. We emphasise our purpose of care and how it serves the needs of high-end travellers across various segments. Finally, we’re exploring how AI can help us further personalise guest experiences. I see these areas not as challenges, but as opportunities for growth.

2. What are the three biggest opportunities for your brand?

The first big opportunity is to fully tap into the potential of ‘World of Hyatt’ and make it seen as more than a loyalty programme, but a gateway to exceptional experiences for our guests. We have deep roots in luxury, with over half of our global Park Hyatt and Grand Hyatt properties in Asia Pacific. But we’re not stopping there. We’re constantly evolving for luxury travellers who crave unique experiences and wellbeing. For example, we just opened Alila Shanghai, the brand’s first urban resort.

We’re also introducing cool lifestyle brands to Asia Pacific, like Thompson Hotels, debuting in Shanghai, and we’ve added Standard International to our portfolio. We’re committed to creating unforgettable experiences and pampering our guests.

3. What needs to change in your industry when it comes to working culture?

Well, I just joined Hyatt earlier this year and so I am still getting to know the ins and outs of the hospitality industry. However, in my view, the breakneck pace of change really stands out and that has made agility absolutely critical. So, it’s important for hospitality players to invest in the test and learn, experiment, and evolve approach. For me, it’s important to focus on outcomes rather than following a rigid process.

4. A piece of advice to avoid personal and professional burnout…

Focus, focus and focus. More importantly, focus on what you can control. You can’t change the whole world so you have to learn to prioritise what you can change. As much as we’d love to, no one can do everything. But that’s okay. Move the right things forward, one step at a time.

5. Tell us one personal thing about yourself that others might not know.

I organise all my apps by colour on my phone. I anchor a few key apps, and keep the ugly ones slotted in separate folders. I guess I can call that a little secret from my OCD side.

Snapshots from Ng's travels

6. Name another brand (can’t be yours) with an amazing customer experience that you really admire. Why is it great?

It has to be Apple. I admire the way they have mastered the direct-to-consumer model. Most of their business comes from online and direct, and they have deftly covered the consumer journey from pre-purchase to post-purchase.

Apple is a brand all about control—control of design, of their own channels and platforms, and even controlling both software and hardware. Everything just works so well, and consistently, too. Notice how even all their products’ design curves are the same angles. You may not realise it as a consumer, but everything looks nice together. That’s the level of detail that goes on behind the scenes in that brand.

To put it simply, they have elements that work together even when consumers don’t exactly understand why—it’s a tangible feeling that every element is bespoke and unmistakably Apple’s.

7. Give us one example to convince our readers that your brand is walking the talk on sustainability.

At Hyatt, sustainability is embedded in our DNA, not just a box to tick. It’s a key part of our purpose of care and is brought to life through our global World of Care platform. One area we’re passionate about is food waste reduction. A good example is Hyatt Regency Sydney, Australia’s largest hotel. They’re the first in the world to implement Goterra’s food waste management system. Their ‘maggot robots’ reduce food waste by 95% in just 24 hours, and the larvae are then used to feed local chickens, which account for the restaurant’s egg supply. It’s a closed-loop system that cuts waste and supports local agriculture.

8. Tell us about the best piece of professional advice you ever got.

At my prior role at Dyson, James Dyson, the company’s founder gave me some sound advice that still sticks with me. Everything he asked was put under the lens of what he called the ‘problem solution framework’, really emphasising a problem-solving approach. That’s something I’ve carried with me to Hyatt as well.

During my time at Apple, and I often think of Steve Jobs’ advice: “Focus means saying no to the hundred other good ideas. You just have to pick carefully.” And I strongly believe it takes guts to say ‘no,’ but it allows resources to be redeployed to the core priorities. It’s about keeping your eye on the prize.

Tammy Ng and Toffee

9. What keeps you up at night as a CMO?

Nothing at the moment. I am fortunate that I sleep very well and I want it to stay that way. I try to focus on what I can control. And when I go home, that’s it, I am home. It's my me time with my darling dog, Toffee.