World of Hyatt has been the talk of the points-and-miles world lately, but for all the wrong reasons. The chain recently announced a massive revamp of its beloved rewards program, introducing a five-tiered award chart that will raise the possible point prices of its properties by up to 67%.
That alone has many people questioning their commitment to the brand, as the value and potential upside for Hyatt points will almost certainly take a significant hit. Many long-term top-tier Globalist members are reconsidering whether or not the effort to earn the status is still worth it.
It may be about to get even worse.
Today, Loyalty Lobby reported on a survey that was sent to some Globalist members that hinted at major changes being considered. A couple are welcome, but several would scuff some of the shine off Globalist status.
Potential Changes coming to World of Hyatt
First off, it’s important to note that these surveys go around all the time, and much of what’s contained within them never comes to pass. However, some things do end up being implemented, and it’s almost always a sign that changes are afoot. Here are a few things that are being considered:
- A top-tier status above Globalist. This would probably be the most significant change being considered. Currently, Globalist status requires 60 elite nights, but it doesn’t offer the same degree of shortcuts as programs like Marriott or IHG. It does have a “secret” invite-only status called Courtesy Card that requires $100k/year in Hyatt spend, but there’s nothing in between. Evidently, it’s considering adding something into that space, which would undoubtedly require more elite nights and could emulate Hilton and Marriott by requiring $10k+ in Hyatt spend per year. For those of us who don’t spend much cash at Hyatt each year, that would likely lead to a degradation of benefits. Those who do spend ample coin with Hyatt would probably appreciate getting a leg up on the rest of us.
- An end to free parking on award stays and waived resort fees on all stays for Globalists. This would stink. Both of these benefits are fantastic perks of Globalist status, and save most of us hundreds, possibly thousands of dollars per year, while giving Hyatt status a significant leg up on its competition. Removing these benefits, or turning them into Milestone Rewards that are one-time use only, would be brutal.
- Ending the Globalist Concierge benefit. Currently, most Globalists have a concierge who ostensibly signs them up for promos, serves as a liaison with properties, handles reservations, and more. Some folks love their concierge. Others, like me, don’t even know who their concierge is. Hyatt clearly doesn’t put in the effort to standardize what concierges offer, so I can see them trying to limit or change how they offer it. If it went away, I wouldn’t notice its absence, but I know some people who would be heartbroken.
- Free night certificate top-up. Hyatt currently doesn’t allow members to add extra points to free night certificates, unlike IHG and Marriott. It’s something we’ve wanted for a long time, as it makes it much easier to maximize the value of the certificates. This is one potential change that would be welcomed.
- Milestone Reward changes. Hyatt also floated some changes to its Milestone Rewards, including:
- An award that waives the new peak-level award pricing
- An award that forces availability when there isn’t a standard award available
- Awards for free parking and waived resort fees, which are every stay benefits for Globalists currently
- Ability to redeem points for certain Milestone Rewards
- A premium suite upgrade award (currently, you can only use a suite night award to upgrade to a standard suite)
Quick Thoughts
It’s important to note (again) that none of the items above are certain. However, when added together, it seems the Hyatt braintrust is considering a general watering-down of the benefits of Globalist status by introducing a higher status and turning perks currently provided automatically with each stay into Milestone Rewards. On the other hand, things like award night top-offs and premium suite awards would be welcome additions.
When you combine this with the category and award chart changes coming in the next couple of months, it begins to feel like World of Hyatt is letting the gap close between the benefits and value it provides its members and those offered by other programs.
Hyatt’s worldwide footprint is a fraction of larger programs like Accor, Hilton, Marriott, and IHG. However, the comparative richness of its loyalty program has served as a sufficiently sweet carrot to keep many of us engaged, despite the challenges posed by its relatively modest portfolio of properties. If it continues to erode those advantages, there will be less and less reason for long-term loyalists to stick around.
One thing’s for sure: World of Hyatt will look a lot different this time next year. Hopefully, those of us who love the program now will still like what we see then. However, I’m more uncertain of that now than I’ve ever been.
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Bye, Hyatt. We are retreating back to where we began — Delta and InterContinental. It’s been lots of fun over the last 20 years being UA 1K, AA Exec Plat, Alaska Titanium, M&M Senator, Hilton Diamond, Hyatt Globalist, Hertz Presidents Circle, and on and on, but there is no reason to do more than one airline elite program and one hotel elite program ever again. Even those are only worthwhile to due to very long-term loyalty that has led to high-level lifetime Delta status and long-term realationships with individual hotels. My advice to newbies — churn credit cards as hard as you can, generally close them when they come up for renewal and don’t bother being loyalty to any company. They do not give a crap about you as a customer.
Sorry for all the typos…:)
I love the idea of those milestone awards, but the rub will be in the details. How many nights do you need to waive peak? To force availability? They’re good ideas but if they start past Globalist, it’s kind of a nonstarter.
I would give up on hyatt if these changes actually go through, been globalist for about a year now and almost already requalifed (I am at 40 nights)
And, what becomes of Chase?
I’m done. Globalist since 2014. Now I’m only interested in rebates maximizing USD. And it starts with Cap 1 Shop &, Marriott GCs.
I personally wish Hyatt would control the resales of their awards online- I feel like it’s a wonderful thing for a Globalist to be able to gift an award to a friend or family member and earn an eqn by doing so. I’m bothered that so many people are buying $75 GOH on line that the clubs have become a cruise ship- type affair.
(Hyatt needs to clean its own house first before it tightens the leash.)
100%. It’s like trading Pokémon cards. F ing ridiculous. Whoever decided this was a good strategy…well, failure sorry. I’m done also.
The Globalist concierge is a farce. It takes 2-3 days to get a response. There’s no real 24/7/365 coverage either, unlike Marriott’s ambassador.
I don’t see how Hyatt could require 100 nights for top-tier status because their foot print is still challenging. Maybe 60 or 75 actual butt-in-bed nights for globalist.
I think we’re most likely to see a revenue requirement for whatever the top tier of published status is. Hyatt already tracks eligible spending. They just don’t have it tied to anything. I think that changes since it is in keeping with industry-wide loyalty program trends.
I really wish Hyatt would focus on improving tangible benefits for globalist or whatever the top tier is called. Specifically at Hyatt Place and Hyatt House properties where two bottles of water a day just doesn’t cut it.
How about improving hotel operations? Club lounges are supposed to be brand standards at Hyatt Regency and Grand Hyatt. And yet even Hyatt corporate-operated properties don’t have lounges. If they aren’t going to require a lounge anymore then they need to provide something to globalists more than just a restaurant breakfast. Especially at the Hyatt Regencies that only offer a pathetic breakfast buffet, like the Hyatt Regency Denver Tech Center and Hyatt Regency London Albert Embankment.
I guess u dont have concierge as you probably reached status thru a short cut.
Concierge call center is beyond amazing and if it went away so would I and my company’s spend
No, I have earned globalist the hard way for six years.
Sure buddy.
FNT is perhaps one of the most knowledgeable persons on the subject of hotels.
I had a concierge for at least 8 years and been Globalist for about 20. Aside from a “Hello” email at the beginning of each year I’ve heard nothing from them. I had heard of members getting a bottle of wine or snacks in their room signed by their concierge but that was over a decade ago. The few emails I have sent asking for early check-in have gone unanswered. I no longer have any expectations of them.
I love my concierge. They aren’t going to initiate conversation, they are there to help you when you reach out, Mine doesn’t go above and beyond much but she is super helpful and responsive whenever I reach out.
I’ve had the same concierge for 4 years now, fwiw