Airline and hotel loyalty programs survey members all the time, and a lot of the changes proposed never come to fruition. However, it’s interesting to note what World of Hyatt is currently surveying some members about, as flagged by LoyaltyLobby.
Hyatt considers big changes to elite tiers & benefits
World of Hyatt is surveying members about all kinds of possible program changes, including the following:
- World of Hyatt is considering a new tier above Globalist, which would presumably have some sort of a revenue requirement like Marriott Bonvoy Ambassador and Hilton Honors Diamond Reserve
- World of Hyatt is considering ending free parking for Globalist members on award stays, and no longer waiving destination fees when members redeem points
- World of Hyatt is considering letting members top off free night awards with points, to redeem at more expensive properties
- World of Hyatt may allow members to redeem points to redeem for awards, like for additional Guest of Honor awards, club access awards, suite upgrade awards, etc.
- World of Hyatt may completely overhaul the Milestone Rewards program, including introducing new options for waiving peak pricing, and instead redeem at the standard award rates
- World of Hyatt may get rid of the Globalist concierge concept, or at least decrease eligibility for it considerably
Again, let me emphasize that these concepts are just being surveyed. So there’s no indication that these changes will actually become a reality, but instead, they’re just under consideration. I tend to think these surveys are worth considering in terms of understanding the general direction programs will go, rather than reading into them beyond that.
My take on these possible World of Hyatt program changes
World of Hyatt recently announced it would overhaul award pricing, which is a negative development. So I’m sure many of us aren’t too thrilled at the prospect of even more changes, assuming any of this becomes a reality.
I think most of us will have similar perspectives on these concepts:
- A new top tier elite status is bad news, unless you’d qualify for it, in which case it’s probably good news
- Being able to top off awards or redeem points for additional awards is probably a positive
- I imagine that just about anything else would likely be a negative, from no longer waiving destination fees when redeeming points, to getting rid of the Globalist concierge concept
Presumably any program changes would be motivated by a combination of trying to increase loyalty program revenue, trying to decrease costs, and trying to limit the burden on hotel owners, none of which are very good for consumers.
I’d argue that World of Hyatt is currently pretty differentiated in terms of the approach it takes toward loyalty, and its genuine best effort to deliver value for members.
As I see it, the fewer changes, the better. Now, even with the changes to award pricing, I do still think that World of Hyatt is the best program when it comes to elite recognition, and there’s still a lot of merit to pursuing status. I think the most useful perk remains confirmed suite upgrade awards, which are an unrivaled perk.
My concern with a new top tier status is that it would essentially just change the goalposts, and offer many of the same things that Globalist currently offers. Also, as a lifetime Globalist member, I’m certainly not thrilled at the prospect of essentially being downgraded by one tier.
But hey, it is what it is, and we’ll see how this all plays out. We all have free will, and can choose whether or not we want to participate in these programs. I do think the overall concept of being loyal to hotel groups isn’t nearly as compelling as in the past, between the constant devaluation of points, the lack of consistent brand standards, the watering down of elite perks (less so with Hyatt than with Hilton and Marriott), etc.
Bottom line
While we’ll see if anything comes of this, World of Hyatt is surveying the concept of some more program changes, including everything from a new top tier elite status, to no longer waiving destination fees on all award stays.
Surveys like this aren’t uncommon from loyalty programs, and often the changes don’t actually happen. After all, the goal is to solicit feedback, and see how members react. So I hope that we don’t see most of these changes, but if we do, I imagine they’re not imminent.
What do you make of these possible World of Hyatt changes?