With IHG Rewards Club leading the pack in announcing their first quarter 2015 promotion, it’s pretty normal for other hotel programs to follow with their promotion details pretty quickly. After all, they don’t want to lose business due to another program’s promotion.
While we don’t know the details of Hyatt’s promotion yet, we do know when it will take place. Per Gold Passport Concierge:
Great news! A new Hyatt Gold Passport promotion – tailored just for you – will launch in January and we hope you’ll participate. Be sure to register for this new promotion beginning January 12, 2015 to learn what your exclusive offer is, and begin earning thousands of bonus points on stays through April 30, 2015. Check your inbox in January to learn more.
Those are all the details we have as of now. So we know Hyatt Gold Passport’s promotion will run from January 12 through April 30, 2015, and we know there will be several versions of the offer. Targeted offers really do seem to be the way that the industry is headed. Hyatt ran a targeted promotion this fall, the most common offering being for 50,000 bonus points after 20 nights.
50,000 bonus points after 20 nights seems to be the “normal” promotion they’ve offered the past couple of years, except in the past it wasn’t typically targeted. I wouldn’t necessarily take for granted that next year’s promotion will be as generous, given how full hotel rooms are.
Rewarding loyalty vs. generating incremental business
It’s tricky. I don’t envy loyalty programs when it comes to finding the right balance between rewarding existing business and generating incremental business. Hyatt’s targeted promotion this fall pissed off a lot of people.
I think that’s part of the challenge with loyalty program marketing and the internet. Back in the day it wasn’t a big deal when people received different offers since people couldn’t as easily compare to see who had a better promotion. The internet has changed that.
For example, I more than triple qualified for Diamond status with Hyatt this year. Will they generate any incremental business from me with a similar promotion to what they offered this fall? Well, chances are I would have made those stays anyway, given that I basically live in their hotels. At the same time, would I be pissed if someone that has never stayed at a Hyatt before got a more generous offer than I did? You betcha!
So it’s a difficult balance, and one of the many reasons I don’t envy the jobs of those running loyalty programs.
What would you like to see from Hyatt’s first quarter 2015 promotion, and how do you feel about targeted promotions in general?