Let’s pause for a moment and consider the Hyatt brand in all of this. If members choose to redeem their points for a FIND Experience, they really don’t interact with the brand at all in terms of how they choose to reward themselves with hard-earned points. Yes, Hyatt helps members participate in their experiences, but whether they are sipping wine in Napa or trying to not break their noses practicing Jiu Jitsu, Hyatt is “just” the facilitator of the experience.
Partnership-based loyalty programs prevail.
The new partnership between AA and Hyatt lets members of both programs double dip. Stay at a Hyatt property and earn AA miles. Fly with AA and earn World of Hyatt points. It’s a big deal because you can earn across two different programs simultaneously with a stay or a flight. It’s something we rarely see. It is usually an “or” not an “and” proposition to members.
With this AA partnership, Hyatt has tied a segment of members into a major global airline’s loyalty program, if members happen to book travel across both. They’re not just dating here, folks. These are two major brands locking arms despite the success of their respective loyalty programs on their own merits.
Prioritizing both on-and off-brand experiences.
Beyond partnering with AA and providing exclusive member experiences, Hyatt has also increased its focus on wellness. Customers are able to use their points for a fitness class or a treat at the spa across any of their (participating) Exhale-branded properties. It’s clear that Hyatt is rapidly moving toward the idea that both on- and off-brand experiences (which extend the value of your points in new and differentiated ways) is not only the direction they are taking, but also what their members expect from them.
To succeed in loyalty, brands must center their efforts around the human, personal element of their offerings. Hyatt’s recent initiatives allow members to look beyond the traditional, transactional value of their points and instead look at their loyalty membership as a mutually beneficial relationship with the brand.
How have you seen points-based loyalty programs evolve? Join the conversation with us on social media by tagging @ICFNext and sharing your thoughts.