Over the last couple years of the worldwide pandemic, travelling had become a constant struggle. Everyone had finally retreated to their homes and far from the desire to discover new territories. It is in this post-pandemic context that the Hyatt brand wanted to rethink its «Traveling Experience». It is no longer systematically about exploring new lands or traveling thousands of miles. The most important thing today, it seems, is to be able to fully enjoy a human, authentic and true experience. To be able to enjoy the present moment together. World of Hyatt with the help of the French Production Company / Agency JACKFLASH is launching its new campaign with «Live Now» as its core promise. To do this, the creative choice was to rely on our different senses. Touch, hearing, smell and sight. All united under one concept, ASMR. This concept, which has already gathered millions of followers on Youtube, is based on recordings of soft and repetitive sounds that bring relaxation and inner calm. With this sensory approach, Hyatt is rethinking the codes of hospitality and reminding us how relaxing it is to take care of yourself in a hotel.