Airline and hotel loyalty programs survey members all the time, and a lot of the changes proposed never come to fruition. However, it’s interesting to note what World of Hyatt is currently surveying some members about, as flagged by LoyaltyLobby.
In this post:
Hyatt considers big changes to elite tiers & benefits
World of Hyatt is surveying members about all kinds of possible program changes, including the following:
- World of Hyatt is considering a new tier above Globalist, which would presumably have some sort of a revenue requirement like Marriott Bonvoy Ambassador and Hilton Honors Diamond Reserve
- World of Hyatt is considering ending free parking for Globalist members on award stays, and no longer waiving destination fees when members redeem points
- World of Hyatt is considering letting members top off free night awards with points, to redeem at more expensive properties
- World of Hyatt may allow members to redeem points to redeem for awards, like for additional Guest of Honor awards, club access awards, suite upgrade awards, etc.
- World of Hyatt may completely overhaul the Milestone Rewards program, including introducing new options for waiving peak pricing, and instead redeem at the standard award rates
- World of Hyatt may get rid of the Globalist concierge concept, or at least decrease eligibility for it considerably
Again, let me emphasize that these concepts are just being surveyed. So there’s no indication that these changes will actually become a reality, but instead, they’re just under consideration. I tend to think these surveys are worth considering in terms of understanding the general direction programs will go, rather than reading into them beyond that.
My take on these possible World of Hyatt program changes
World of Hyatt recently announced it would overhaul award pricing, which is a negative development. So I’m sure many of us aren’t too thrilled at the prospect of even more changes, assuming any of this becomes a reality.
I think most of us will have similar perspectives on these concepts:
- A new top tier elite status is bad news, unless you’d qualify for it, in which case it’s probably good news
- Being able to top off awards or redeem points for additional awards is probably a positive
- I imagine that just about anything else would likely be a negative, from no longer waiving destination fees when redeeming points, to getting rid of the Globalist concierge concept
Presumably any program changes would be motivated by a combination of trying to increase loyalty program revenue, trying to decrease costs, and trying to limit the burden on hotel owners, none of which are very good for consumers.
I’d argue that World of Hyatt is currently pretty differentiated in terms of the approach it takes toward loyalty, and its genuine best effort to deliver value for members.
As I see it, the fewer changes, the better. Now, even with the changes to award pricing, I do still think that World of Hyatt is the best program when it comes to elite recognition, and there’s still a lot of merit to pursuing status. I think the most useful perk remains confirmed suite upgrade awards, which are an unrivaled perk.
My concern with a new top tier status is that it would essentially just change the goalposts, and offer many of the same things that Globalist currently offers. Also, as a lifetime Globalist member, I’m certainly not thrilled at the prospect of essentially being downgraded by one tier.
But hey, it is what it is, and we’ll see how this all plays out. We all have free will, and can choose whether or not we want to participate in these programs. I do think the overall concept of being loyal to hotel groups isn’t nearly as compelling as in the past, between the constant devaluation of points, the lack of consistent brand standards, the watering down of elite perks (less so with Hyatt than with Hilton and Marriott), etc.
Bottom line
While we’ll see if anything comes of this, World of Hyatt is surveying the concept of some more program changes, including everything from a new top tier elite status, to no longer waiving destination fees on all award stays.
Surveys like this aren’t uncommon from loyalty programs, and often the changes don’t actually happen. After all, the goal is to solicit feedback, and see how members react. So I hope that we don’t see most of these changes, but if we do, I imagine they’re not imminent.
What do you make of these possible World of Hyatt changes?
Get rid of the "concierge"?
My concierge is available during limited times (I get it, she hasta have her own life). But as long as I get elevated service from someone, I am quite satisfied.
I can’t believe how quickly Hyatt is destroying their brand loyalty–especially among elites. They’re really going to blow up Globalist within only about six months of completely ruining their award chart? If the points become worthless and status perks become less valuable, why stay with Hyatt? Becoming a free agent with Marriott, Hilton or IHG would save considerable money and yield better locations. Thank god I kept most of my points with Chase and only...
I can’t believe how quickly Hyatt is destroying their brand loyalty–especially among elites. They’re really going to blow up Globalist within only about six months of completely ruining their award chart? If the points become worthless and status perks become less valuable, why stay with Hyatt? Becoming a free agent with Marriott, Hilton or IHG would save considerable money and yield better locations. Thank god I kept most of my points with Chase and only transfer to Hyatt when needed.
Even Marriott waited over a year after taking over SPG before they Bonvoyed everything.
All of these programs have finally woken up and smelled the coffee. All of these programs have come to the realization that the only metric that matters is revenue. Hobbyists tend to be a very small percentage of revenue yet are the largest individual consumers of benefits. The programs are aligning benefits with revenue. I'm not saying anyone has to like it. But, I understand why they're doing it.
Agreed. Hyatt wasnt being "generous" with their globalist tier. They needed to do it to compensate for their smaller footprint. And guess what? It worked on me. I deliberately stay at Hyatts a little further out than comparable Hiltons and Marriotts because of the value that their loyalty program provides.
Already, their points are basically equivalent to Hilton, when looking at it as a discount per dollar spent (you get more points with Hilton...
Agreed. Hyatt wasnt being "generous" with their globalist tier. They needed to do it to compensate for their smaller footprint. And guess what? It worked on me. I deliberately stay at Hyatts a little further out than comparable Hiltons and Marriotts because of the value that their loyalty program provides.
Already, their points are basically equivalent to Hilton, when looking at it as a discount per dollar spent (you get more points with Hilton but each is worth less, and at the end it balances out to and the same per dollar spent).
Without the nice loyalty program to tip the scales, I'll probably shift over to Hilton, including cancelling my hyatt card and getting a Hilton one. I travel for work about 100 nights a year. I've stayed with hyatt even after hitting 60 nights just because I do feel I continue to get value from the program.
After devaluing the points, if they also gut the loyalty program, I'll become a free agent but which will probably end up being predominantly Hilton because they happen to have the most convenient hotels where I work.
The enshitification continues.
I’m glad I’m burning the last of my Hyatt points this week at various Park Hyatt properties. Hyatt doesn’t have the footprint like Marriott and Hilton to run a program similar to theirs.
I’ve had to go out of my way to keep globalist staying at places like the Grand Hyatt in Barcelona instead of my preferred hotel location and amenity wise (Edition).
Thanks for making it easier for me. One less program to worry about.
What a milquetoast post about value destruction for a guy who speed ran to $200,000 spend with Hyatt
@ Stvr -- It took me about 15 years to reach lifetime Globalist, including periods where I lived in hotels full time. So I wouldn't really call that "speed running." And I'm sharing my take here, but obviously just because something is surveyed doesn't mean it will become a reality.
What a predictable comment from a Millennial or Gen Z. Deal with it.
IT has started.
The Globalist concierge is a farce. It takes 2-3 days to get a response. There’s no real 24/7/365 coverage either, unlike Marriott’s ambassador.
I don’t see how Hyatt could require 100 nights for top-tier status because their foot print is still challenging. Maybe 60 or 75 actual butt-in-bed nights for globalist.
I think we’re most likely to see a revenue requirement for whatever the top tier of published status is. Hyatt already tracks eligible spending....
The Globalist concierge is a farce. It takes 2-3 days to get a response. There’s no real 24/7/365 coverage either, unlike Marriott’s ambassador.
I don’t see how Hyatt could require 100 nights for top-tier status because their foot print is still challenging. Maybe 60 or 75 actual butt-in-bed nights for globalist.
I think we’re most likely to see a revenue requirement for whatever the top tier of published status is. Hyatt already tracks eligible spending. They just don’t have it tied to anything. I think that changes since it is in keeping with industry-wide loyalty program trends.
I really wish Hyatt would focus on improving tangible benefits for globalist or whatever the top tier is called. Specifically at Hyatt Place and Hyatt House properties where two bottles of water a day just doesn’t cut it.
How about improving hotel operations? Club lounges are supposed to be brand standards at Hyatt Regency and Grand Hyatt. And yet even Hyatt corporate-operated properties don’t have lounges. If they aren’t going to require a lounge anymore then they need to provide something to globalists more than just a restaurant breakfast. Especially at the Hyatt Regencies that only offer a pathetic breakfast buffet, like the Hyatt Regency Denver Tech Center and Hyatt Regency London Albert Embankment.