Hotel groups can make a significant amount of money from their loyalty programs, and in particular, from their co-branded credit cards. Along those lines, Hyatt and Chase have announced that they’re expanding their partnership, and this includes some additional consumer benefits.
Hyatt will launch new credit card, add more credit card perks
Every several years, travel brands and their co-brand credit card partners renew their contracts, and that’s exactly what’s happening between Chase and Hyatt right now. Hyatt sees significant financial upside from this.
Specifically, Hyatt’s EBITDA from its credit card programs and similar third party relationships is expected to be around $50 million in 2025, and more than double to $105 million in 2027, so that’s massive growth. Hyatt claims that much of this upside comes from the huge growth of the World of Hyatt program:
- The program has more than 60 million members, and has been growing at a rate of nearly 30% annually since 2017
- Hyatt has 40% more loyalty program members per hotel compared to the next closest competitor (largely reflecting that Hyatt has a much smaller portfolio than Hilton, IHG, and Marriott, despite its growth in recent years)
- The World of Hyatt credit card portfolio has grown significantly, with more than 30% increase in card spending and more than 25% increase in total cardmembers over the past two years
With that in mind, what changes can we expect?
- Hyatt and Chase plan to introduce a new co-branded credit card, though details are very limited — “Hyatt plans to expand its card portfolio as Hyatt and Chase continue to grow their relationship, building on the success of its current co-branded credit cards”
- World of Hyatt Explorist status will be added as a benefit for top spending Chase Sapphire Reserve and Sapphire Reserve for Business cardmembers beginning in the middle of 2026
- Hyatt will increase the number of luxury and premium brands participating in Chase’s premium hotel program, The Edit by Chase Travel portal
Here’s how Mark Vondrasek, Hyatt’s Chief Commercial Officer, describes this updated agreement with Chase:
“Our expanded agreement with Chase marks an exciting next chapter in how we grow, reward, and engage with our most loyal travelers. By deepening our collaboration, we’re creating more ways for Chase cardmembers to experience Hyatt’s global portfolio and for World of Hyatt members to be recognized beyond their stays – driving meaningful value for our guests, our owners, and our brands.”
My take on Chase & Hyatt expanding their partnership
These changes to the Chase and Hyatt partnership mostly sound great to me.
For one, it’s cool to hear that there’s a new credit card coming. While we have no details beyond that, I suspect this will be a new premium credit card, as that’s something that has been surveyed in the past. It’ll be interesting to see just how lucrative the card is — I suspect it won’t automatically come with top tier World of Hyatt Globalist status, but who knows.
On top of that, for the two Chase Sapphire Reserve products (personal and business), there are a variety of perks you receive upon reaching certain spending thresholds. World of Hyatt Explorist status being added as a perk is great there as well, and it should be mutually beneficial, though I wouldn’t consider it to be a game changer, or anything.
Funny enough, probably my favorite part of this announcement is that Hyatt included this in the press release:
World of Hyatt stands apart from other hospitality loyalty programs with clear, reliable value – offering cardmembers exceptional redemption benefits including a fixed award chart and choice in milestone rewards.
It’s nice to see Hyatt emphasizing how it counters the trend by offering a fixed award chart, unlike competitors. And it sounds like that’s here to stay, given that this is being mentioned in the context of a renewed, long-term credit card agreement. I love when actually providing value to members is something that’s emphasized.
So, is there any catch or downside with all of these changes? In theory, the only potentially negative change is that as loyalty programs continue to grow their membership base and revenue, they also try to improve margins, and that often comes at the expense of benefits. So far I’d say Hyatt has done a great job balancing that, but it’s something to watch out for as the program continues to grow.
Bottom line
Chase and Hyatt intend to expand their partnership, which Hyatt believes will more than double its renumeration from Chase in the next couple of years. We’re expected to see the launch of a new co-branded credit card, World of Hyatt Explorist status added as a spending perk on the Chase Sapphire Reserve products, and more. This all sounds like good news, and I look forward to learning the details of the new card…
What do you make of this Chase and Hyatt announcement?