Hyatt has just announced the details of their next global promotion, which will run from September 15 through November 15, 2011. The promotion offers 5,000 Gold Passport points after every three nights spent at any Hyatt worldwide, with a maximum of 30,000 points earned.
Registration will open on September 15 at this link.
The promotion itself is nothing exciting, though what has a lot of members disappointed are the implications of this promotion. Historically Hyatt has run a “Faster Free Nights” promotion at the end of the year, which offers one free night at any Hyatt hotel in the world after every two stays. Many are assuming that this promotion probably means that there won’t be a Faster Free Nights promotion this year, and I’m inclined to agree. Hyatt hasn’t offered any exciting promotions this year, all while eliminating “Gx” bonuses (which historically offered 500-2,000 bonus points per stay at select properties).
Would this be disappointing? Yes. At the same time, as much as I hate to admit it (and trust me, as someone that has taken full advantage of Faster Free Nights in the past, I don’t want to), I always asked myself “how the heck are they making any money off of Faster Free Nights?” I stay twice at my local Hyatt for $80 per night (total investment of $160), and I get a free night at the $1,000+ per night Park Hyatt Paris. And from Gold Passport’s perspective, they’re paying the hotel very close to rack rate for my room if they’re at capacity.
Also, in fairness to Hyatt, they’ve really improved their elite benefits over the past couple of years, and I still think they have among the best loyalty programs, even without lucrative promotions. They pioneered free internet for top tier elites, then added four confirmed suite upgrades per year, and now have guaranteed 4PM late check-out.
It’s still a truly class act loyalty program. So I’m not being an apologist, because trust me, I want to see Faster Free Nights return. And who knows, maybe it will, and they’ll run both promotions at once, which would be awesome.
So I’m still hoping we see some sort of a fun promotion, though I’m not expecting it. And on a related note, this was the first time in a while I’ve been disappointed to see a loyalty program release a promotion!