# Gen Z-Focused Hotel Campaigns Hyatt Recruits College Athlete Jalin Hyatt to Attract Gen Z By Kanesa D | Published 2023-02-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hyatt References: [digiday](https://digiday.com/marketing/hyatt-lacrosse-unlimited-lulus-tap-college-athletes-authenticity-to-target-gen-z/) & [hyatt](https://www.hyatt.com/?src=adm_sem_crp_chico_crp_ppc_Hyatt-Brand-General-All-Hyatt-All_google_Evergreen2022_e_hyatt&gclid=CjwKCAiAioifBhAXEiwApzCztq2whqt14xn2c9620g5IgNV9gIVFQEpdn2gTz2zDKN2n7gzYbwntMxoC3lMQAvD_BwE)  Hyatt is launching a new partnership with the [University of Tennessee](https://www.trendhunter.com/trends/fairfield-by-marriott) that focuses on wide receiver Jalin Hyatt, a collegiate athlete with the same name as the hotel chain. Before the big game on February 12, the campaign will highlight the wide receiver in media interviews and social media postings to promote Hyatt's Phoenix facilities. Other brands such as Lulu's and Lacrosse Unlimited are striking up collaborations with collegiate athletes. This business trend stems from a want to connect with new customers, especially members of the [Gen Z](https://www.trendhunter.com/trends/shift-happens) generation. “College athletes are celebrities [to] Gen Z,” said David Morrissey, co-founder of [Postgame](https://www.trendhunter.com/trends/postgame-beverages), a full-service NIL influencer marketing agency for college athletes. “You don’t want to age out with your consumer, you want to be able to access a younger one.” Image Credit: Ivy Liu ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 29% | Activity: 52% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Gen Z Influencer Partnerships:** Businesses are partnering with Gen Z celebrities, like college athletes, to connect with younger consumers and gain their loyalty. - **Hyper-targeted Marketing Campaigns:** Brands are creating hyper-targeted marketing campaigns by partnering with individuals who have the same name as their brand to attract specific audiences, such as college students. - **Social Media Promotion for Brand Awareness:** Companies are boosting their brand awareness through social media promotion by highlighting partnerships and collaborations with Gen Z influencers on their platforms. ### Industries Being Reshaped - **Hospitality Industry:** Hotels and other businesses in the hospitality industry can partner with college athletes and other Gen Z influencers to attract younger guests and boost their brand appeal. - **Sports Industry:** Sports brands can collaborate with college athletes and other young sports celebrities to create buzz and boost brand awareness among Gen Z consumers. - **Fashion Industry:** Fashion brands can partner with young fashion influencers, such as college athletes, to create trendy and appealing marketing campaigns that resonate with Gen Z consumers. ## Related on Trend Hunter - [Gen Z-Centric Campaigns](https://www.trendhunter.com/trends/shift-happens.md) - [Gen Z Basketball Campaigns](https://www.trendhunter.com/trends/rivalry-1.md) - [Gamified Back-to-Campus Campaigns](https://www.trendhunter.com/trends/uo-haul.md) - [Varsity Influencer Teams](https://www.trendhunter.com/trends/varsity-influencer-teams.md) - [Gen Z-Influenced Marketing Campaigns](https://www.trendhunter.com/trends/kraft-heinz-3.md) - [Dynamic Basketball-Informed Marketing Campaigns](https://www.trendhunter.com/trends/ncaa-athletes.md) - [Youth-Focused Social Campaigns](https://www.trendhunter.com/trends/claires-2.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Gen Z Waffle Campaigns](https://www.trendhunter.com/trends/palak-tiwari.md)