Hyatt, a chain of upscale hotels, has a new TV ad campaign glorifying these hotels as “a place where the things you can’t count [insert pictures of happy people hugging and frolicking in slow-mo across sun-drenched meadows] count for everything.” The new tag line, “more than welcome,” suggests a high standard of emotional work. Not only are the Hyatt employees supposed to keep track of “the things you can’t count,” which sounds like it might involve mind-reading, but they are also supposed to make customers feel “more than welcome.” What does this extreme hospitality entail? How can someone feel “more than welcome?”
