Hotels

World of Hyatt has created revenue for competitors

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Park Hyatt Siem Reap

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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.

 

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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3 Comments

  • Mark July 10, 2017

    I totally agree. I would have created 25 stays with Hyatt to retain diamond status, in fact I started out staying at hyatt’s this year because I was sure I could retain the globalist/diamond status. As the year went on I realized just how futile the effort was. I’m a 40 nights a year traveler and Hyatt just lost all my nights. I picked up the Hilton card , spent $40,000 and bang instant diamond. People complain about the Hilton program but thus far I’m pleased.
    So see ya Hyatt !!!! Thanks for the memories …. I guess my 40 nights just was not that important to you

  • Danny July 10, 2017

    I agree with you 100 percent. After last week on the road all my stays were at Marriott. As a Platinum I was upgraded to a suite for 3 nights and the best rooms available at two other properties. I liked Hyatt as a Diamond but they have shot themselves in the foot with this crazy 60 night requirement to retain Diamond.

    • Bill July 10, 2017

      I agree. But I wonder if you’d agree if WOH only required 50 nights for Diamond…which is closer to what Starwood offers now for Platinum and less than the 75 nights that Marriott currently requires for Platinum.

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