Hyatt Adds Miraval to Make Its Loyalty Program More Attractive

In March, Hyatt launched its new loyalty program, World of Hyatt, and beginning today, its members can earn and redeem benefits when they stay at the Miraval Arizona Resort & Spa in Tucson.

On eligible Miraval stays, World of Hyatt points can be redeemed for perks including a $175 resort credit per person, per day, along with unlimited meals, snacks, and more than 120 weekly wellness activities and classes.

Hyatt purchased wellness resort and spa company Miraval Group in January for $375 million in January in an effort to expand into what Hyatt CEO Mark Hoplamazian describes as “adjacent spaces.”

With Hyatt’s investment, Miraval is currently undergoing what both companies broadly described as a “brand expansion” which entails Miraval branded wellness resorts, standalone spas under its Miraval Life in Balance brand, Miraval spas, programming in other Hyatt-branded properties, and more.

“We didn’t buy the brand to just end up with three resorts,” Hoplamazian said during Hyatt’s fourth quarter earnings call. “This is a platform and a very leverageable brand on a global basis. We believe we will be able to extend and expand the brand in destination wellness resorts [and] in standalone spas.”

Wellness is an increasingly important sector for the hospitality industry today, and Hyatt isn’t alone in its focus on this sector as more hotel brands are investing in both their wellness and fitness offerings.

Expanding more benefits for its loyalty members also plays into the company’s proposed strategy to increase direct bookings by promoting its loyalty program, something Hyatt has said it plans to do more of, especially if its contract negotiations with Expedia fall through by July 31. Should Hyatt and Expedia not reach an agreement, Hyatt has informed its hotel owners that it will engage in an “aggressive sales and marketing plan” to drive more direct bookings, as well as promote the World of Hyatt loyalty program.