SPECIAL REPORT
Getting to the
POINTS
SEEKING TO CAPTURE THE LOYALTY OF EASILY DISTRACTED TRAVELERS , HOTELS ARE REVAMPING THE WAYS GUESTS CAN GET MORE OUT OF THEIR STAYS .
Contributed by JULIANA SHALLCROSS
When Marriott International announced its acquisition of Starwood Hotels & Resorts , many feared what would happen to the companies ’ respective loyalty programs — Marriott Rewards , Ritz-Carlton Rewards and Starwood Preferred Guest Program .
Their worries were understandable . “ I was frankly concerned SPG and Marriott were going to try a one-size-fits all approach ,” says Brian Kelly , founder of The Points Guy , a website that teaches consumers how to maximize loyalty points and airline miles .
As it turned out , Marriott is keeping the programs separate , for now , allowing members to link their accounts , and get instant status matching on elite tiers and unlimited points transfers between accounts .
There ’ s been a larger shift in loyalty programs , moving away from points and toward perks , experiences and guest recognition . One size does not fit all anymore .
WORLD OF HYATT Hyatt Hotels will roll out its pur- pose-driven loyalty program on March 1 . The World of Hyatt ( formerly Gold Passport ) will have three tiers compared with two previously . Some new benefits will include free parking on reward nights . One promotion gives guests a free night if they stay at least one night in five of Hyatt ’ s 11 brands .
Jeff Zidell , senior vice president at
Hyatt , says the relaunch is one of the first initiatives under the company ’ s new guiding principle of purpose . “ Hospitality is always evolving . Loyalty is always evolving ,” he says . “ We felt the time was right for us to create a new energy , brand and spirit of care around what we were doing .” To that end , World of Hyatt will reward “ empathy ” to appeal to the
26 hotelsmag . com January / February 2017