Hyatt is acquiring Mr. and Mrs. Smith the booking platform and collection of over 1500 independent hotels. While this is not a brand, and they do not manage or own hotels, in some sense this roughly doubles Hyatt’s footprint with high end properties around the world. The deal is expected to close this quarter.
In some sense Mr. and Mrs. Smith is like Small Luxury Hotels of the World which Hyatt partners with already. Some of the participating properties are also connected to other platforms and brands – you may see Relais & Châteaux, Leading Hotels of the World, and even some Design Hotels (which are part of Marriott) included in Mr. and Mrs. Smith. The Mr. and Mrs. Smith moniker references checking in for an illicit stay under a pseudonym.
Hyatt is highlighting options in “Fiji, Croatia, Iceland and Anguilla,” but I’d add the Hamptons and on Martha’s Vineyard. There are multiple properties including Amangani, though I imagine it would be too good to be true if it became possible to redeem Hyatt points for an Aman Resort. And I’d be surprised if Hyatt elite benefits were extended in their entirety to this portfolio – I might expect to see something like a one room category upgrade, subject to availability.
Mr. and Mrs. Smith currently currently partners with IHG One Rewards, and has its own loyalty program with over a million members. Bookings through IHG were often pricier than direct bookings with a hotel or through Mr. and Mrs. Smith (just as they can be when booking SLH Hotels through Hyatt). However Hyatt plans to introduce “direct bookings” to Mr. and Mrs. Smith hotels through their distribution channels.
We don’t yet know what earning, redemption, elite status accrual or on-property benefits will look like. But this is a huge coup, even if it’s another step in Hyatt as a booking platform rather than actual manager of hotels, but in this case the experiences at Mr. and Mrs. Smith properties are intended to vary. This is potentially very good news for members.