Objectives: the goal was to transform Hyatt.com into a dynamic, personalised site that delivers the 'Hyatt touch' to customers. One of the key challenges in developing Hyatt.com was providing 122 distributed hotel properties with enough flexibility to manage their local websites while also ensuring that each site complies with Hyatt's Corporate Brand Standards. Additionally, Hyatt wanted to deliver greater economies of scale across their organisation in terms of shared online processes, applications, images and contents. Strategy: Critical Mass redesigned Hyatt.com and Hyatt's loyalty programme site, goldpassport.com, to elevate their brand presence, add significant personalisation and third party travel content as well as a streamlined reservation system. In order to preserve the Hyatt brand across all 122 properties while still allowing for customisation Critical Mass developed a custom content entry tool built on ATG Dynamo. The tool enables property managers to modify hotel information, special offers and individual email databases for outbound communications, while preserving global areas of the template that ensure Hyatt's Corporate Brand Standards are upheld. In addition, Hyatt.com also serves dynamic content such as property information, promotional offers and other personally relevant information for various customer segments based on the profiles the individual customers submit. Results Hyatt.com has richer site content, a new technical platform, targeted promotions and a more convenient reservations process that is helping to drive more online reservations.