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?
Delta still maintaining their "strategic partnership" with Hilton, concurrently, or is that being scaled back to a more generic partnership, in favor of this?
As an EXP, Diamond, and Globalist, once dual earning went away they might as well have killed the partnership. The FNAs were/are lousy value and nothing Hyatt was offering as a milestone award was worthwhile. So all the value has been dead here for a while and this feels like it can't help but be a gain.
I'll be curious as to what comes of this - MQD earning at Hyatt (even at a reduced...
As an EXP, Diamond, and Globalist, once dual earning went away they might as well have killed the partnership. The FNAs were/are lousy value and nothing Hyatt was offering as a milestone award was worthwhile. So all the value has been dead here for a while and this feels like it can't help but be a gain.
I'll be curious as to what comes of this - MQD earning at Hyatt (even at a reduced rate a la the AA LP earning) would help reverse the sting of the devaluations, for example. But it's also possible to imagine some really "weak sauce" offerings that make me wonder why they've bothered, too.
Ben, this may work out well for you. With this partnership if it is something like the current AA-Hyatt partnership, you may be Diamond Medallion on Delta as a Lifetime Globalist.
I would very much like to see a status match at Hyatt based on Delta status but I am not holding my breath, as that would require Delta to reciprocate.
They will partner with every other hotel company but MARRIOTT.
@Nanoshi Tokio--That seems to be true but it's likely because UA partners with Marriott. High level Marriott elite status gets one low level UA status, which is absolutely better than nothing--but not great in the absolute sense.
Writing was on the wall when AA Exec refresh offered Omni Champion status (oh so appealing to tens of people).
Considering Im at a Delta location, and Im a globalist I have high hopes for this partnership. reciprocal points/miles sounds great. Hopefully this includes Mr and Mrs Smith bookings.
A post about delta leveling up its premiumnessness and a certain someone hasn’t commented… Ben, maybe you were right.
TimDerangementSyndrome alive and well.
My experience with service recovery with American, its overall AA program and generally terrible customer service on a normal day makes it no wonder why Hyatt is moving on. The lack of coordination between AA and BA at Heathrow is classic terrible customer experience and glad Hyatt is coming to Delta.
Honestly, I think this is more about adding more value to the Delta SkyMiles program in a "lifestyle" way. Adding more auxiliary benefits to make it more valuable is a decent way to make Delta SkyMiles more attractive.
Love how the lazy PR teams at both brands have their CEO's spit out a pithy opening statement followed by the telltale AI m—dash.
Maybe Hyatt saw more of their Globalists live in Delta hubs.
The have your cake and eat it airline + The have your cake and eat it hotel chain, finally together.
Dual earn in American was great. Current milestone awards were worthless to me as AA Lifetime Platinum.
Do dual earn with Delta will be better than the last set of benefits but not as good as dual earn with American.
Ahh, so much 'Premium!!!' So, when does this going live?
Right after I ruin Hyatt I'll be sure to make up some number about Delta's revenue being close to 1% of GDP when it's actually 0.5%. Oh wait...already did that.
Sounds like white collar my guy...hope you don't work for Delta in any official capacity or you might have SEC knocking on your door.
Didn't think of this on my bingo card today. I wonder what they will eventually offer. For someone who flies Delta and is a globalist, I hope there is some reciprocal value, not just a status match.
@ relidtm -- I suspect you'll earn one point or so per dollar spent with the other brand, with some restrictions. At least that's what American and Hyatt offered.
That would be a great start.