Hyatt has just unveiled the details of their global fall promotion, valid for stays between September 1 and November 30, 2012. Registration will open on August 15, and the deadline to register is October 30.
Through this promotion you earn incrementally more points for each stay you make, as follows:
Stay Earn Total Bonus Points Earned
5 Nights + 5,000 bonus points = 5,000
10 Nights + 10,000 bonus points = 15,000
15 Nights + 10,000 bonus points = 25,000
20 Nights + 10,000 bonus points = 35,000
25 Nights + 10,000 bonus points = 45,000
30 Nights + 10,000 bonus points = 55,000
35 Nights + 10,000 bonus points = 65,000
In other words you earn 5,000 bonus points after staying five nights, and an additional 10,000 bonus points after each additional five nights, up to a maximum of 65,000 bonus points. If you have the Chase Hyatt Visa credit card (in the interest of full disclosure that’s my affiliate link) you get a 20% points bonus, meaning you earn an additional 1,000 points after your first five stays, and an additional 2,000 points after each subsequent five nights, for a maximum of 78,000 Gold Passport points during the promotion period.
To be fair to both Hyatt and us, here are my two thought processes:
Lucky the Consumer Advocate
This promotion does little to generate loyalty and convince me to stay at a Hyatt. Hyatt has had a really weak year on the promotion front after not even having a real summer promotion, so to see them offer an even weaker promotion than they had in the spring is disappointing. At best we’re talking about 1,000 Gold Passport bonus points per night for the first five nights, and 2,000 Gold Passport bonus points per night for subsequent nights, which really isn’t anything to get excited about compared to past promotions. And this promotion is especially unfair to international guests that can’t have the Hyatt Visa credit card, given that they usually pay more for Hyatt stays. Hyatts outside the US are consistently more expensive, not to mention there aren’t that many locations, so those guests are really going out of their way to stay at Hyatts.
Lucky the Corporate Apologist
The reality is that Hyatt has access to a lot of data that we don’t, and chances are that they don’t need to offer a generous promotion to meet their targets. Advance booking projections are probably looking good, and chances are that Hyatt has determined that their past promotions were just too costly.
Let’s be clear about one thing — Hyatt doesn’t own many of their hotels, so there’s a huge cost to award stays, which is coming right out of Gold Passport’s pockets. When a hotel is close to capacity Gold Passport is paying the hotel close to the “daily rate” for a stay, which can be close to $1,000 per night for hotels like the Park Hyatt Paris, for example.
Furthermore, Hyatt knows they have a strong loyalty program regardless of whether or not they have a promotion, so they’re hoping that’s enough to keep guests coming back.
Again, not justifying it, just trying to look at it from both sides. The reality for them is that over the past few years they’ve probably offered very generous promotions in anticipation of the launch of the Hyatt Visa credit card, which is a fantastic card. Still, loyalty is a two way street, and this promotion certainly wouldn’t compel me to stay at a Hyatt property over one of their competitors. Though let’s wait and see what Starwood and Hilton offer for their fall promotion.
Definitely isn’t a “mattress runnable” promotion to get excited about…