There’s no denying that Hyatt had the most generous hotel status challenge out there:
- Hyatt gave you Diamond status upfront
- Hyatt gave you 1,000 bonus points per night for the first six nights you stayed
- Hyatt gave you four confirmed suite upgrades, each of which could be used to confirm a suite upgrade in advance for up to a week each — those were valid until February of the following year, even if you didn’t complete the Diamond Challenge
Anyway, the fact that the challenge expired wasn’t unusual in and of itself. The Diamond Challenge does always have an expiration date, and in this case it was October 31, 2014. However, in the past they’ve typically extended the Diamond Challenge promotion shortly after it expired.
I reached out to Hyatt’s corporate communications department about this (as did everyone else in the world, I think), and here’s their response:
We appreciate the overwhelming enthusiasm for Hyatt Diamond elite status. The Diamond trial promotion that began on May 1, 2014 has run its course and has been discontinued as of October 31. We very much appreciate all of our members who were able to take advantage of this promotion and have continued to stay with Hyatt throughout the year. We are currently evaluating the best path forward with these types of promotions. As always, we welcome your feedback.
It does appear that for now the Diamond Challenge is actually discontinued, without immediate plans for a similar offering.
I certainly don’t blame Hyatt. It was undeniably too generous, and my guess is that the numbers weren’t working out in their favor. Or perhaps they were, but they reached a “critical mass” of Diamond members, to the point that they’d have a hard time delivering on benefits while further increasing the elite pool.
What could Hyatt do to make the Diamond Challenge more sustainable?
- Previously Hyatt offered the challenge to anyone that had status with a competing hotel chain, as long as they could prove one stay. They could instead offer it only to top tier elites of other hotel chains with a proven stay history.
- Hyatt could just give you Diamond status upon completing the challenge, which would avoid people that sign up for the challenge just for the four suite upgrades or to get benefits for a stay or two.
- In theory Hyatt could offer the suite upgrades only upon completing the challenge or actually qualifying for Diamond status the “hard” way. My understanding, however, is that the reason they offered the suite upgrades upfront wasn’t intentional, but rather due to technological limitations. They basically couldn’t upgrade an account to Diamond status without automatically depositing the four confirmed suite upgrades.
How do you feel about Hyatt discontinuing the Diamond Challenge, whether you’re an existing Diamond or someone that was hoping to do a challenge? What do you think Hyatt could change to make it more sustainable?