As most of you probably know by now, Hyatt is introducing the new World of Hyatt loyalty program as March 1, 2017, which will replace the Gold Passport program. While the program stays the same on the points earning and redemption side, there are a lot of changes being made to elite benefits, etc. Whether or not you’re happy about these changes probably depends on your stay patterns.
Here’s how Hyatt describes World of Hyatt as their new global platform for accomplishing their purpose:
World of Hyatt is our new global platform, driven by our purpose to care for people so they can be their best. It’s about engaging more deeply with our community and understanding that community better. It’s an expression of who we are and what we stand for, as well as an opportunity to extend what we do with our guests, colleagues and partners beyond just hotel stays.
As much as I have some issues with the execution of the World of Hyatt program, there are two areas where I genuinely give Hyatt a lot of credit:
- All the corporate executives at Hyatt I’ve interacted with are passionate about hospitality and the customer experience.
- Hyatt does a great job retaining talent on the hotel level. It’s amazing how many hoteliers stay in the Hyatt system their entire career, and it’s one of the reasons I love staying with Hyatt. I often run into the same employees at different hotels a few years apart
In addition to the new World of Hyatt loyalty program, Hyatt is doing two other things to try and accomplish this purpose:
Hyatt’s new ad campaign
Hyatt is introducing a new ad campaign, called For a World of Understanding. This will debut during Sunday’s Oscars broadcast. The campaign “demonstrates the transformative power of understanding and features Grammy-nominated Andra Day’s reimagined version of ‘What the World Needs Now is Love,’ the timeless song from Hal David (lyrics) and Burt Bacharach (music composition).”
Here’s the new 60 second ad:
It’s actually a pretty cute ad. As cheesy as the basis of the ad campaign sounds to me, I think the ad is well done.
Hyatt’s new community experiences
Hyatt will also be providing community experiences beyond traditional hotel stays — make of it what you will:
- At launch, we’re partnering with AFAR (a company founded on the idea that travel promotes understanding) on an immersive experience in Tokyo that will be available to select members. More details to come.
- We’re partnering with Learning AFAR/No Barriers USA (non-profits) to put empathy into action – Chicago Public School students who couldn’t otherwise participate will have an opportunity for an immersive educational program that culminates in a trip to Costa Rica.
Hyatt really seems to be going with this “World of Hyatt” thing, not just as a loyalty program, but as an overall philosophy by which they operate. On the hotel level I find that Hyatt does a great job taking care of their guests, so there’s substance to it. I just wish the loyalty program changes had been executed a bit differently.
You can visit the website dedicated to Hyatt’s new campaign at hyatt.com/understanding.