Dive Brief:

• Hyatt’s World of Hyatt loyalty program is rolling out new benefits that offer additional flexibility and choices for members, the hotel company announced last week. 
• The “reimagined” World of Hyatt program will allow loyalty members to earn more points for future free nights as well as choose suite upgrades and well-being experiences, among other benefits, Hyatt Hotels Corporation said. 
• Member feedback bolstered the loyalty program upgrades, Amy Weinberg, senior vice president of brand, loyalty and data at Hyatt, noted in the announcement. The attention to detail Hyatt pays to its loyalty members is the reason behind the program “quadrupling its membership” over the past five years, Mark Vondrasek, chief commercial officer at Hyatt, said.

Dive Insight:

With the World of Hyatt program enhancement, members can now earn rewards on up to 150 nights, making World of Hyatt the only global hotel loyalty program to reward members with milestone rewards for stays beyond 100 nights, Hyatt said.

Members can earn rewards faster with the upgraded program. At the first milestone, 20 qualifying nights, members can now earn bonus points toward stays at a Hyatt Place, Hyatt House, Caption by Hyatt or UrCove hotel; club access awards; or credit towards experiences within Hyatt’s global FIND program. 

At 40 qualifying nights, members will receive Hyatt’s upgraded Guest of Honor Award, with which they can give someone (including themselves) Globalist benefits on either award or eligible paid stays. 

The new program benefits were driven by the idea that “choice is critical and recognition means everything” for Hyatt loyalty members, Vondrasek said in the announcement.  

The hotel company listened to direct feedback from its loyalty members to gauge what would make their travel experiences more rewarding, Weinberg added. 

“The new Milestone Rewards are rooted in what we heard from our members — we understood they wanted more rewards and more choice — so we are offering a wider array of options to craft their travel journey, care for their wellbeing and immerse themselves in the transformative experiences that World of Hyatt offers,” she said. 

Hyatt is not only listening to its loyalty program members. Over the last several months, the company has made a bid to cater to all guests, with new sought-after amenities and locations in top destinations. 

Last week, the company announced a marketing campaign focused on providing “unique, experience-based” offerings, like tattoo designing and mixology classes, to guests staying at one of its 29 Andaz hotels. 

And in September, Hyatt made a bid to provide guests with more luxury accommodations, expanding its luxury lifestyle pipeline by 30 hotels, including to new destinations.