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Marriott should poach Hyatt Elites with a Status Match

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Marriott should poach Hyatt Elites with a Status Match

Just throwing it out there. The merger has changed the game. Marriott is the largest hotel group in the world with over 5500 properties and 30 brands. After hearing execs speak at BACON3 it’s clear that loyalty and emotional connection are paramount to the newly formed company. Recently we heard Hyatt stripped their program for mid tiers and made top tier only available by nights, not stays. I think Marriott has a TON of competitive advantage and when I was writing the MMMondayMemo it got me thinking….Marriott should poach Hyatt Elites with a Status Match.

Marriott has some SICK properties.

I’ve stayed in a load of Marriott properties and recently just reviewd two in London: Edition and Park Lane. Both were OUTSTANDING. Additionally, Marriott absolutely murders Mid-Tier and without the ability to earn Hyatt  through stays…I think they could absorb some of that consumer base.

Recently, I had a stay at a Grand Hyatt and then a Marriott Marquis in D.C. – The Marquis MURDERED the Grand Hyatt

I just stayed at the Marriott Marquis as a Gold member. Now granted, I was there with the Boarding Area Conference BACon3 so I may have gotten some suite hookups, but I would have gotten club anyways. Compared to the Grand Hyatt Washington D.C. it was newer, offered more food and free booze in the club ( which Golds have access to), and had one of the sickest hotel gyms I’ve ever seen.

Grand Hyatt

Marriott Marquis

I’ve been upgraded in the past to Suites with Gold status…as I did at the Grosvenor House in the beginning of 2015.

Grosvenor House

 

Hyatt Diamonds could see what it’s like to be SPG Platinum and maybe check out what the St Regis brand has to offer. Like the St. Regis New York

St Regis New York
courtsey of stregisnewyork.com

Hyatt members that fall between Plat and Diamond and get Explorist should get Gold

I think Marriott Gold rewards their  members with far more benefits than the current Hyatt Platinum ( which isn’t fair cause Gold requires 50 nights and Hyatt Platinum just 5 stays), but more importantly going forward, with the newly formed Explorist. I argued in a recent post that it will be easier for people to stay 50 nights in Marriott hotels than 30 nights in Hyatt. This is a great opportunity to show those mid tiers what Marriott can offer with mid tier as well.

I loved my stay at the Marriott Park Lane where I enjoyed the club immensely.

marriott-park-lane-london-59-of-67

Marriott has great timeshare properties where owners can earn Marriott Rewards, and Marriott Rewards members can redeem as well.

I enjoyed my time at the Marriott Grande Lakes immensely. There are over 50 Marriott Vacation Club resorts around the world and are excellent if you have a family. Some, like the Marriott Grand Lakes, share property benefits with Marriott hotels like the JW Marriott and Ritz Carlton.

marriott-grand-lakes-review-3-bedroom-villa-1-of-39

 

I think the newly formed Marriott, chalked full of aspirational properties, has a huge opportunity to accumulate more loyalty customers given the devaluation of Hyatt Gold Passport

Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed or approved by any of these entities.

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2 Comments

  • Bctraveler November 10, 2016

    Marriott should first enlighten SPG ‘for life’ members on their plans. Then go after new business. FYI… should my for life status evaporate it’s off to price line for me.. then the only loyalty I will have to consider is my loyalty to my hard earned $$$

    • Miles November 10, 2016

      Bctraveler – I had the opportunity to attend a loyalty seminar with Marriott and SPG execs and it’s certainly high on their list. Looking at what’s been done with the SPG to MR ratio and status matches I would hope they would positively tend to the promises SPG made to lifetimers or people will abandon ship as you will

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