While the promotion hasn’t officially been “published” yet, Hyatt has forwarded me the details of their upcoming promotion, entitled “More Possibilities.” The details are as follows:
We are excited to announce the Hyatt Gold Passport global bonus point promotion, More Possibilities. With More Possibilities, members can earn 3,000 Hyatt Gold Passport bonus points after every three eligible nights (up to 45,000 bonus points) at any Hyatt hotel worldwide from March 1 through May 31. Points are redeemable for free nights, room upgrades, and now dining and spa services.
Plus, Hyatt Credit Cardmembers will receive a 20 percent point bonus – that’s 600 more bonus points after every three nights. With these additional bonus points, Hyatt Credit Cardmembers can earn a maximum of 54,000 bonus points during the promotion.
To register, please visit hyatt.com or call 1-800-228-3360 on February 15. Registration ends April 30, 2013.
So while you have to be earning points in the right increments, this basically equates to 1,000 bonus Gold Passport points per night.
To put this promotion into context, during Hyatt’s fall promotion last year they offered up to 65,000 bonus points after 35 nights, plus the potential for the 20% bonus through the Hyatt Visa card. During their spring promotion last year they offered up to 44,000 bonus points after 16 nights, plus the potential for the 20% bonus through the Hyatt Visa card.
So when maxing out the promotions (not including the Hyatt Visa bonus), in the course of a year we’ve gone from earning 2,750 bonus points per night, to earning ~1,850 bonus points per night, to earning 1,000 bonus points per night. And this doesn’t even begin to consider the “good old days” of Hyatt’s “Faster Free Nights” promotion.
At the end of the day I have two thoughts on the promotion.
First of all, it shows once again the value of the Hyatt Visa card. I don’t actually spend a dime on the card, though it’s worth it for the annual free night certificate and 20% bonus on promotions, which has consistently been offered since the card’s introduction.
But beyond that I think the Gold Passport program is really slipping here. I really like Hyatt and I think they do a phenomenal job of managing customer expectations. But they went from offering amazing promotions and making several positive changes to the program (confirmed suite upgrades, guaranteed 4PM check-out, etc.), to becoming complacent over the past year or two.
During this period Starwood started counting award stays towards status and added suite night awards and complimentary breakfast for Platinum members, which has really revolutionzed the program, and I think it’s time for Hyatt to be innovative and make the next move.
I’m not saying they necessarily have to offer better promotions, but they need to do something, be it adding cash & points or counting award nights towards status.
But maybe that’s not even in their best interest. Usually when a program starts falling behind a bit I tend to think the people running it are idiots. I know for a fact the people running Gold Passport are bright and always on top of things, and I’m sure the introduction of the Hyatt credit card a couple of years ago has placed pressure on what they can offer. After all, it’s tough not to deflate a points currency when the number of points in circulation increases exponentially. And to that end I have to at least give them credit for not devaluing the award chart substantially as of yet.
So I’m disappointed in the promotion, though also realize that what’s in our best interest may not be in their best interest as they probably focus on monetizing the credit card portion of the Gold Passport program.
How do you guys feel about this promotion?