Late last week Hyatt began offering what may have been their most generous status match offer yet. Through Twitter they offered anyone with any status with a competitor and proof of at least one stay Diamond status through February 2017. Yes, it was that straightforward. There was no challenge required, and new Diamond members even received four Diamond Suite Upgrade Awards, each of which can confirm a suite at the time of booking for up to seven nights.
Suite at the Park Hyatt Vienna
Mike shared his experience matching SPG Gold to Hyatt Diamond, which was a painless process.
While I’m a Hyatt Diamond who stays 100+ nights a year with the chain, I’m still super happy for those who got in on the opportunity. We all benefit from amazing deals at some point, so I have nothing but positive feelings towards those joining the Diamond ranks.
Nonetheless I don’t actually get what Hyatt was thinking with this promotion. On Sunday I wrote a post about why I found the promotion to be so odd. While I totally get they’re trying to capitalize on the Marriott/Starwood merger, from their perspective you’d think they’d want to target such a promotion a bit more closely, and not give everyone and their brother Diamond status.
Overnight they went from offering no status match or challenge opportunity whatsoever, to giving it away like candy.
Perhaps the most shocking part is what @HyattConcierge just revealed on Twitter. Some are frustrated about Hyatt’s response time regarding the offer, though it seems there’s good reason for it. Hyatt claims that over 10,000 status match requests have been made over the past several days.
@JonoH I apologize, we have had over 10,000 requests and are working around the clock as quickly as we can! ^BP
— Hyatt Concierge (@HyattConcierge) November 24, 2015
Wow! I assumed maybe a thousand or so people had expressed interest, but 10,000 is a lot. And that’s actually sort of concerning to me.
If we’re being honest, I suspect a lot of people who match don’t actually have the intention of requalifying for Diamond status. And I’d say matched Diamond members will also disproportionately use Diamond Suite Upgrade Awards, since they may only make a few stays with Hyatt.
If there were over 10,000 requests, let’s be conservative and assume “only” 5,000 people were matched. That’s 20,000 additional Diamond Suite Upgrade Awards in circulation, each of which can confirm an upgrade of up to seven nights. That’s potentially 140,000 room nights in suites.
Given that most people redeem Suite Night Awards at one of a few hundred properties, this could actually have a significant impact on being able to confirm an upgrade in advance. And for that matter it could also significantly impact the revenue potential of hotels, as these can be used to take suites off the market months out, when they could potentially otherwise be sold.
Like I said, I’m happy for anyone who was able to matched, though couldn’t rationalize the way Hyatt was running the promotion from the beginning.
Overnight they went from not even offering an SPG Platinum member a challenge to Hyatt Diamond, to offering anyone with any status and at least one stay Hyatt Diamond status for 16 months “no strings attached.”
If the 10,000 requests number is anywhere close to true, then I’m downright shocked. That could actually have a significant impact on suite availability.
Anyone else surprised by the claim of 10,000 requests? Or did they maybe not mean the 10,000 number literally?
(Tip of the hat to You Have Been Upgraded)