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World of Hyatt has created revenue for competitors
Gary Leff wrote a great article about Cathay’s Elite devaluation and it got me thinking about an article I wrote last year, “Why Marriott may win most with World of Hyatt.” In that post I posited that the huge devaluation of Hyatt’s program actually incentivizes people like me to look elsewhere. And I have. It didn’t hurt that Hilton extended my Diamond Status through this year gratis, and I matched to Marriott Gold thru SPG Gold which I have with my Amex Biz Platinum. Other than using points here and there to stay with Hyatt, I’ve sought nights and stays elsewhere.
In Gary’s piece he talks about analysis that was done by Travel Data Daily that found:
What we found was that when loyalty members who consistently talk about their home airline suddenly begin talking about another airline in a positive manner or asking questions related to another airline, our research suggests the propensity for this individual to book a flight or switch loyalty programs significantly increases.
Our data analysis indicates that members who match the profile of talking about other programs positively, while simultaneously speaking negatively about Marco Polo were highly likely to switch (churn) loyalty programs within 85 days of making the statements.
That is me.
- I began speaking of other programs in a more favorable light
- I’ve simultaneously spoken negatively about Hyatt
- I’ve basically abandoned any effort to maintain Hyatt status.
I’m not a road warrior, but I would have done 25 stays to retain Diamond for another year…Hyatt’s elite program was so attractive that I sought out ways to make a stay with them happen. Even if it was less convenient and marginally more expensive – the status and points were worth the trouble. Now…I know I’m not going to hit Globalist Status ( 60 nights?!) and I don’t even care if I keep Explorist – I’d rather stay at a Marriott with Gold then a Hyatt with Explorist anyways. GIVE ME MY CLUB LEVEL!
I’m happy to stay with a chain that I’ll get more benefits for fewer stays ( even just credit card ownership) and if I end up at a Hyatt without much status…I’ll get a coffee at Starbucks and a bottle of wine or some beer at the local shop.
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