Hyatt has big plans for its World of Hyatt loyalty program, as illustrated by a recent presentation by CEO Mark Hoplamazian and yet another partnership in the works.
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Check the Hyatt “newsroom” on any given week, and there’s a decent chance that there will be loyalty news to share. That’s marketing, no doubt, but it’s also a function of just how much innovation and progress the Chicago-based hospitality company is churning out with its World of Hyatt loyalty program.
Last week Hyatt’s CEO Mark Hoplamazian shared insight into the future of World of Hyatt with respect to the company’s recent acquisitions. Speaking at the Goldman Sachs Lodging, Gaming, Restaurant, and Leisure Conference in New York City, Hoplamazian shared that the recent acquisition of five new hotel brands was slowly feeding Hyatt’s loyalty strategy. Later this year it still expects to roll Alila and Destination Hotels into World of Hyatt.
Separately the company’s loyalty partnerships continue to expand. Earlier in June World of Hyatt added Lindblad Expeditions to its roster of partners while other wellness and experience brands continue to get pulled into the program’s orbit as well.
Depending on how World of Hyatt currency is valued in these transactions, it may be a great time to be points-rich in the program.
— Grant Martin, Business of Loyalty Editor
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Grant Martin [email@example.com] curates the Skift Business of Loyalty newsletter. He is a director of product marketing at TripActions. Skift emails the newsletter every Monday.
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Photo credit: Zodiac landing on the seventh continent, National Geographic Orion, Niko Harbor, Antarctica. Hyatt