We’re just a few days from the launch of Hyatt’s new loyalty program, World of Hyatt. We learned many of the details late last year, so it’s nowhere near a complete surprise. They’re re-imagining many parts of the program. As a self-avowed HyattHomerTM, and someone who will easily qualify for the new top-tier status Globalist, I’m pretty happy with the announced changes as they relate to top-tier status.
But, what else can we expect?
Hyatt reached out to me a couple of days ago with a few more details. I was traveling so I hadn’t had the time to review them in detail. One of the first things I noticed was what they said about the focus on experiences:
- We’re focused on providing experiences for our community beyond traditional hotel stays.
At launch, we’re partnering with AFAR (a company founded on the idea that travel promotes understanding) on an immersive experience in Tokyo that will be available to select members. More details to come.
- We’re partnering with Learning AFAR/No Barriers USA (non-profits) to put empathy into action – Chicago Public School students who couldn’t otherwise participate will have an opportunity for an immersive educational program that culminates in a trip to Costa Rica.
I’ll be interested to see where Hyatt takes this. I’m all for experiences. There are a number of different ways they could go with this. There’s the SPG Moments philosophy of bidding with points on once-in-a-lifetime experience. And, there’s another path where they learn what their best customers want and customize stays/experiences based on that information.
Hyatt has had a focus on community and helping others for as long as I’ve been a big fan of the brand. It was over 5 years ago that I was part of a team that worked with Hyatt to raise money for charity, with a focus on education and helping folks find new careers.
They also released two new videos that talk a bit about their philosophy (and also have some fun with Snapchat glasses).
The Final Two Pennies
I’m eager to see how the new program works. I’m hopeful the new philosophy is more substance than marketing. Stay tuned for something cool that I’ll be doing in conjunction with Hyatt. It should be pretty rewarding for one of my readers.
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