Overview
World of Hyatt is the international loyalty scheme of Hyatt Hotels Corporation with more than 1,150 hotels in 70+ nations. Introduced in 2017, it succeeded the previous Gold Passport scheme and has since been a standard in hospitality loyalty, receiving awards for its guest-focused design and experiential benefits.
Objectives
- Increase guest retention through a tiered loyalty programme
- Distinguish Hyatt in a competitive hospitality environment
- Improve direct bookings and decrease OTA (Online Travel Agency) reliance
- Utilize data to offer personalized guest experiences
Strategy Dissection
- Experiential Rewards
World of Hyatt launched FIND Experiences, enabling members to reward themselves with hand-curated experiences such as:
- San Francisco Japanese whiskey tastings
- Indonesion jungle safaris
- Wellness retreats and cooking schools
This emotional investment transcends transactional loyalty.
- Partnerships & Credit Cards
- Chase co-branded credit cards provide a maximum 60,000 bonus points
- Strategic partnerships with Small Luxury Hotels of the World (SLH) and Mr & Mrs Smith grow Hyatt’s presence in luxury and boutique segments
- Digital Personalization
Guest data is leveraged by Hyatt to:
- Provide targeted promotions
- Recommend relevant experiences
- Simplify check-in/check-out through mobile
Results & Impact
- 40M+ members worldwide
- 4x increase in loyalty membership in 5 years
- Increased revenue per available room (RevPAR) from loyalty members
- Direct bookings up, OTA commissions down
⚖️ Challenges
- Too steep a barrier to elite levels for infrequent visitors
- Small property footprint in comparison to Marriott or Hilton
- Uncertainty around qualifying stays can make members head-scratching
Lessons for Marketers
- Gamify loyalty to get customers engaged
- Provide emotional value, not coupons
- Leverage data to personalize and delight customers
- Develop partnerships to drive reach without significant capital expenditure