World of Hyatt launched its new loyalty program March 1, 2017 and April 1 launches its first global loyalty promotion with a bonus offer not worth getting excited about.
World of Hyatt earn double points on hotel stays from April 1 to June 30, 2017, beginning with your second stay.
Double points is 10 points per $1 + elite bonus points.
Spend $100 and earn 1,000 points. Spend $1,000 and earn 10,000 points. At high spend levels you earn sufficient points for a free reward night.
Loyalty Traveler Analysis
Double points are simple promotions with a fixed earn rate based on hotel spend. Double points is rarely a promotion bonus to get excited about, unless you are a big spender or spending someone else’s money for your hotel stays.
Marriott Rewards currently has double points for first 3 stays from January 15 to April 15, 2017. That was probably the weakest of the major chain promotions this quarter.
Loyalty Traveler – Marriott MegaBonus 2017 hardly a promotion effort (Jan 17, 2017).
Starwood Preferred Guest also offered Double Points for all stays from January 15 to April 15, 2017.
World of Hyatt double points promotion is designed for spenders. Double points offers little incentive to attract the casual hotel guest with bonus points for staying at the chain. Hyatt promotions the past couple of years have been geared to those already loyal to the chain with big bonus points offered to those guests who binge stay 15 to 25 nights in a quarter. There have been few bonus points offers the past two years compelling enough to attract new brand members to Hyatt. The Hyatt Visa credit card is marketed to those less frequent guests with dreams of free resort stays.
For years high value promotions in World of Hyatt were the feature that made this small global hotel chain stand out among the big players in hotel loyalty. A decade ago you could count on Hyatt as a big bonus points and free night earning hotel loyalty program.
I find it hard to get excited about Hyatt Hotels these days. Many hotels have seen room reward nights increase by multiple points levels over the past seven years when the program went from 5 reward categories to 6 categories in 2010 with a maximum 22,000 points reward night to 7 award levels in 2014 from 5,000 to 30,000 points.
Hyatt promotions have weakened during this time frame and the hotel chain’s global footprint is greatly outpaced by large chains like Marriott-Starwood, Hilton and IHG with 7 to 10x as many hotels worldwide for earning and redeeming points.
World of Hyatt looks to me like a hotel loyalty program redesign marketed to concentrate high spending loyalists to Hyatt. World of Hyatt also seems like a move to position Hyatt Hotels as a hotel industry market leader desirable for merger and acquisition opportunities.