March 1, 2017 is a big day for Hyatt as their new and revamped loyalty program, “World of Hyatt“, will replace the Hyatt GoldPassport program we know of. While redemption rates and ways you can earn points generally remain the same, there will be major changes to the elite benefits, and the program will shift to 3 elite tiers instead of the 2 that presently exist.
To introduce their new loyalty program to the world, Hyatt will debut a huge ad campaign, For a World of Understanding, that will air for the first time during the Academy Awards this coming Sunday, with a purpose of showing the public that they will be more than just a loyalty program. Through this campaign, Hyatt intends to build a global platform and promote community engagement, driven by the purpose to care for people and bring out the best of everyone.
You can view the new For a World of Understanding ad here:
Additionally, Hyatt is also focused on providing experiences for within the community beyond traditional hotel stays by partnering with AFAR (a company founded on the idea that travel promotes understanding) on an immersive experience in Tokyo that will be available to select members. This sounds super exciting, and I can’t wait until more details are announced.
Hyatt is also partnering with Learning AFAR/No Barriers USA (non-profits) to put empathy into action. One initiative is giving Chicago Public School students, who can’t otherwise participate, an opportunity for an immersive educational program that culminates in a trip to Costa Rica.
While I really don’t like to bring politics into it, I think that it’s nice that Hyatt is making the effort in going beyond what is expected from a loyalty program. The community we exist and interact in is more than just about the points, suite upgrades, and free breakfasts, and I think it’s a timely heart-warming message that everyone can appreciate.
What are your thoughts?
It’s all just marketing, corporate BS. Sorry that is all it is.
I don’t agree. This brings something into a loyalty program that should not be there. And it is political. I am tired of the politicization of everything
If this is some additional way to spend Hyatt points, toward unique experiences, then count me out. My Hyatt points are well spent on pure hotel stays. I can research and find enough experiences in the cities I travel to fill my day. Also, it’s much easier to assign value to experiences using dollars spent rather than points expended. How many points is an insiders tour of Tokyo worth … I have to run through an hour of analysis to determine if I’m getting the right value.
On the other hand, if Hyatt is going to find an additional way to reward me for being a loyal customer, by giving me something free from AFAR, then sure I’ll happily thank them for it.