When it comes to airline & hotel loyalty programs, the internet can be a powerful marketing tool. However, there are a couple of concepts they can’t seem to grasp:
- When a deal is too good to be true, it will spread like wildfire. Expect interest from thousands of people and not dozens of people, thanks to blogs, forums, Reddit, etc.
- People can easily “compare notes” on offers. Whether it’s a targeted offer or just a limited time offer, expect a lot of disappointment and head-banging from those who don’t take advantage of an offer in time.
Which brings me to Hyatt’s Diamond status match offer via Twitter, which they published this past Thursday night/Friday morning. The Tweet itself was innocuous enough:
Naturally plenty of people were intrigued, especially as it has been months since Hyatt offered any sort of a status challenge. Even then they made you stay 12 nights with them in 60 days and then they’d give you Diamond status.
So once people direct messaged Hyatt and found out the offer, it spread very quickly. Hyatt was seemingly giving anyone with status in another program and at least one qualifying stay Diamond status through February 2017, with no strings attached.
Mike shared his experience matching SPG Gold to Hyatt Diamond, and he even received the four Diamond Suite Upgrade Awards within hours of his account being updated.
I find this whole offer on the part of Hyatt puzzling, even in light of the recent Marriott/Starwood announcement. Let me clarify, I’m all for people taking advantage of this, so in no way am I saying this from the perspective of “how dare Hyatt give away Diamond when I earned it.” That’s ridiculous, because we’ve all benefitted from these programs at one point or another.
In this instance I just don’t get how this makes business sense from Hyatt’s perspective.
For months Hyatt hasn’t even been willing to offer a status challenge to a top tier at a competing chain with proof of several stays, and now they’ll give anyone with at least one stay Diamond upfront with “no strings attached.” And they’ll even give them four Diamond Suite Upgrades, each of which can be used to confirm an upgrade of up to seven nights.
Of course many took advantage of this offer, and within a day or two they seem to have made it significantly more restrictive. But now you have people saying “that’s not fair, others got Diamond but I didn’t.”
All of this is simply to say that it amazes me how often promotions like this happen. Hyatt Gold Passport is a great program and run by some brilliant people. Did they not expect thousands of people were going to want to match? Wouldn’t it make more sense to offer a well thought out program to get people to Diamond, maybe by outright matching SPG Platinum members and giving others challenges?
Kudos to all of you who got in on the offer, and enjoy the Diamond perks! Hyatt Diamond is pretty awesome.
Can anyone rationalize this situation better than I can?