Tag Archives for hyatt.
The Hyatt chain is too small, and the growth in properties they’ve achieved has been in the limited-service sector which means it’s of little help to the upscale guests that their loyalty program appears to have been built for.
I was asked to participate in a panel for travel PR professionals later this week, along with a traditional newspaper and magazine editor, talking about best practices in pitching stories. How do you get attention and coverage? What do PR professionals do wrong, from our perspective?
And something set me off Monday morning with one pitch, so I thought I’d share it. The worst thing a brand can do is lie. But disingenuous framing can be almost as damaging.
This tells me they’re thinking about their strategy against online booking sites, rather than thinking about their customers. If someone spends 55 nights or more a year (or spends over $20,000) with Hyatt they’re a valuable customer every time they walk through the door.
If a top tier elite books through Expedia because the rate was lower, or because the hotel was sold out on the Hyatt site but still available at GetARoom they’re demonstrating their loyalty. Treating them less well than a first time guest simply makes no sense.
Yesterday’s news about Hyatt Place simultaneously oversold and undersold the changes being made.
What they didn’t say in the release was that early check-in at Hyatt Place hotels would be confirmed in advance for Globalists and Explorists rather than offered if available when you show up at the hotel.
Hyatt’s biggest challenge is scale. They have 10% the footprint of Marriott, which makes it hard for guests to stay loyal. Their coverage doesn’t meet all guests’ needs, and it’s often necessary to stay at a less convenient property in order to stick with Hyatt. As a result the program needs to work harder — give guests a reason to go out of their way — to be loyal Hyatt customers.
These are the major challenges faced by the chain. They’re announcing changes at Hyatt Place which largely do not address these challenges.
Hyatt is offering 2500 points every 5 qualifying nights at Grand Hyatt and Hyatt Regency hotels starting today through checkouts August 31. That’s not very strong.
Hotels are full and room rates are up, the effect of last year’s hurricane season notwithstanding we should hit all time records for 2018. And that’s why hotel marketing programs aren’t spending a lot to put heads in beds — there aren’t many empty beds out there to start with.
Hyatt is extending the validity of the suite upgrade awards members already have through February 28 of the year following when they’re earned . The same applies for the four club lounge access awards given to Explorists each year.
Over the last six months Hyatt has been fixing some of the pain points in their new program. At the end of 2018 they announced free night awards for achieving status would last 180 days instead of 120, and award nights would count towards status.
Marriott’s program is about cost savings for hotels. CEO Arne Sorenson touted this in the chain’s earnings call earlier this year, noting that “loyalty rates have been reduced [to hotels] already twice and they will be reduced a third time” and several changes are helping the chain drive down those costs.
The Park Hyatt Tokyo is a great value property for Hyatt’s top tier elites. I used a confirmed suite upgrade and got nice value from breakfast which can be taken in the restaurant or via room service (or both). I enjoyed the complimentary happy hour for top elites as the sun set.
This is a property that appeals to me emotionally because years ago I really enjoyed Bill Murray in Lost in Translation, much of which takes place inside of this hotel.
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Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel -- a topic he has covered since 2002.
Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »
