Delta SkyMiles & World of Hyatt Launch New Partnership, Replacing American AAdvantage

Delta SkyMiles and World of Hyatt have just unveiled plans to launch a new, long term strategic partnership. This comes just shortly after American AAdvantage and World of Hyatt announced that they will be ending their partnership (so I guess my speculation was right!).

Details of the new Delta & Hyatt collaboration

In the coming months, Delta and Hyatt will be launching a new loyalty program collaboration, though as of now, details are fairly limited. As it’s described, this partnership comes with a “shared ambition to create additional value, recognition and engagement opportunities across more of the travel journey.”

At launch, elite members of both loyalty programs will earn simultaneously with the new “Dual Earn” benefit. This means:

• Delta Medallion members will earn miles for spending on qualifying Hyatt stays, in addition to earning certain other World of Hyatt benefits
• World of Hyatt elites will earn points on qualifying fare classes on qualifying Delta flights, in addition to earning certain other SkyMiles benefits

Beyond these initial benefits, members can look forward to additional ways to earn and engage, “including opportunities for exclusive access to personalized moments and once-in-a-lifetime experiences available only to Members of both programs.”

Here’s how Delta CEO Ed Bastian describes this:

“At Delta, premium has never been about just a seat – it’s a standard of care that shows up throughout the journey. Flying Delta creates experiences and opportunities that can’t be found anywhere else. Hyatt shares that same premium approach to everything from travel and dining to entertainment and accommodations, and it’s what makes them such a natural fit.” 

“Delta’s relationship with Hyatt is being built with a different level of ambition – and it deepens over time. For Delta, it’s also a meaningful step toward the broader vision of making SkyMiles the most loved loyalty ecosystem in travel — not just for flying, but for the entire journey.” 

Meanwhile here’s how Hyatt CEO Mark Hoplamazian describes this:

“Exceptional travel extends far beyond a hotel stay – it’s about creating memorable experiences throughout the full travel journey. That’s what makes our alliance with Delta so exciting. We share a vision for delivering thoughtful, premium experiences that put our members first and create even more value wherever their travels take them. By bringing together two brands with a shared commitment to care and exceptional hospitality, we’re making it easier for our members to enjoy a more connected and rewarding experience, from takeoff to check out.” 

Premium, premium, premium!!!

My take on the new Delta & Hyatt partnership

Basically, Hyatt has dumped American in favor of Delta. Admittedly the partnership between American and Hyatt had already been scaled back over time. The two programs used to offer a dual accrual opportunity as well, but that was eventually cut.

After all, companies only want to offer perks like that if they’re driving incremental business, and I imagine at some point it’s hard to justify that expense, when you feel like there’s not much upside left:

• Those AAdvantage loyalists who were interested in switching to Hyatt already did so (and vice versa)
• Those AAdvantage loyalists who had no interest in switching to Hyatt still weren’t going to do so (and vice versa)

It sounds like the Delta and Hyatt partnership will start out in a similar way to how the American one did. It also sounds like we’ll see more direct perks between the two programs. In other words, maybe World of Hyatt elite members will get some direct benefits when flying with Delta, and vice versa, rather than just the occasional status fast track.

I do have to say, as much as I’m a World of Hyatt loyalist, the program has certainly become less differentiated over time. While Delta can argue all it wants how premium it is, SkyMiles simply isn’t as good of a loyalty program as AAdvantage. So perhaps this swap reflects the direction Hyatt is trying to head on loyalty… I dunno.

Anyway, I’m curious to learn more. Presumably this will actually formally launch either very late this year or early next year, when the relationship between American and Hyatt formally comes to an end.

Bottom line

Delta and Hyatt are launching an exclusive new partnership, which explains why American and Hyatt just cut ties. The partnership is expected to go live in the coming months, and is anticipated to include dual points accrual opportunities, so that World of Hyatt elites can earn bonus points when flying with Delta, and Delta elites can earn bonus miles when staying at Hyatts.

The two brands are also offering a more integrated experience that will grow over time, though details of that remain to be seen.

What do you make of this new Delta and Hyatt partnership, and American being dumped?