As you know, our loyalty program continues to evolve. Over the last several years, we have made a number of changes – most of which have been enthusiastically endorsed by our members. As we have said before, we will continue to invest in benefits that enhance the Hyatt experience for the majority of our members and eliminate benefits that are not valued or not utilized. Our Platinum Extras program falls into the latter category, and so, we have decided to discontinue it as of December 31, 2012.
After a thorough evaluation, we concluded that Platinum Extras did not provide a significant enhancement to the Hyatt experience; in fact, more than 75% of the awards earned by Platinum members were never redeemed. Therefore, it simply makes sense for us to focus our time, attention and resources on improving the program in new and innovative ways rather than administering a benefit that members don’t value.
Platinum members will still earn Platinum Extras Awards through the end of 2012 and will have 90 days to redeem these awards. For answers to frequently asked questions related to this benefit change, please visit www.hyatt.com/hyatt/customer-service/faqs/faqs.jsp.
As far as excuses for eliminating benefits go, that’s about as good as it gets, in my opinion. They had a similar reason for eliminating Passport Escapes packages, as only approximately 100 members redeemed for it per year, apparently. Admittedly they didn’t do a very good job marketing those benefits, though.
Hopefully we see them add new benefits soon, be it stay credit for award stays, cash & points bookings, or something else…