Hotel loyalty programs are looking for ways to reward members in more meaningful ways. Starwood Preferred Guest was really the pioneer with things like SPG moments, where you can redeem points for experiences like a tennis lesson with Andre Agassi or tickets to a concert. Hyatt takes it to a new level today with the ability to earn and redeem World of Hyatt points for fitness activities, facials and massages. They took it a step further and introduced benefits for Globalist and Explorist members.
Hyatt announced some changes to their Hyatt Place brand this morning. We still need clarification on a few key points. We know an early check-in benefit is coming for Explorist members and that free breakfast will now require membership in World of Hyatt (and may require direct booking).