Hyatt certainly has been creative in experimenting with ways to use loyalty points this year. Its latest move allows its World of Hyatt members to redeem points for spa experiences at Exhale properties.
Participants in Hyatt’s World of Hyatt (WoH) loyalty program have a new spa partner to look forward to this week after losing access to Oasis, a luxury vacation rental company.
The flurry of news started last week with the bombshell that Hyatt had unloaded Oasis for an undisclosed amount of cash after what Skift’s Sean O’Neill suggests was a summer of underperformance. Oasis was added as a partner to WoH in March after Hyatt made a significant investment in the company; now that relationship seems to be on the outs.
On Wednesday, news then followed that WoH would add Exhale wellness centers to its list of partners, effectively letting members cash in points for treatments at one of the center’s 20 properties around the world.
Exhale’s addition follows a handful of other loyalty partnerships that WoH has forged in the last two years, including building a relationship with Miraval spas. As the program matures, expect more new partnerships — and a quick turnaround if the business case doesn’t work out.
— Grant Martin, Business of Loyalty Editor
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American Express Just Created the Ultimate Restaurant Card: Last week’s rumor becomes today’s breaking news. Today, American Express officially announced a rebrand of their Premier Rewards Gold Card — now simply American Express Gold — with a host of exciting new benefits. Also, there’s a rose gold-colored card.
Skift Business of Loyalty Editor Grant Martin [email@example.com] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.
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Photo Credit: World of Hyatt added spa members at Exhale to its program. Carillon Miami Wellness Resort
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