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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The problem with the tier above Globalist is that I suspect that it means that a card is coming that comes with Globalist. meaning there isn’t a way of obtaining a rare status without going to the new one which will probably be almost unattainable.
OMG, I didn’t even notice the end of waived resort fees part. That would be double bye. These fees are a complete scam. $47+ tax fee to stay at the Grand Hyatt San Diego? For what? To be charged a 6% surcharge on the horrible $40 breakfast buffet to cover minimum wage increases? I didn’t know Las Vegas had acquired San Diego.
I wonder if this is all being done to introduce the new premium Chase card, which they could offer with Globalist status. Unlocking some of the most expensive benefits just for holding the card wouldn’t make sense, so they protect them as milestone benefits that require stays and/or spend.
That means the zero-sum gain benefits of Globalist (primarily upgrades at check-in) become scarce, just as they are with other programs, while earned Globalist status still confers the benefits we care about most. Not great, but probably inevitable.
As a premium brand, it almost feels bizarre that they’ve waited so long to introduce the premium card. If it doesn’t come with Globalist status, it sounds like it will create an easy path to get there and they’re trying to figure out how to manage having a lot more people in their top(ish) tier.
Yeah that’s a great point. Hyatt has to have seen how watered down Hilton status in particular is because of the credit cards. Marriott Platinum and IHG Diamond a bit less so because you can’t just reach those from having the credit cards- there’s a meaningful stay and/or card spending required to get there from the next lowest tier.
A credit card that offers “true” Hyatt Globalist can’t be worth much unless it’s really hard to be approved for it or far more expensive than even the current CSR or Amex Platinum IMO.
You can absolutely get Marriott platinum status from a credit card.
Right, but you can’t get to Marriott Titanium without getting to the 75 night requirement, and it’s pretty clear now that Platinum is at least somewhat watered down (depending on where you go/what brands you like to stay at) because it’s for sale in the same way as Hilton Diamond is. Hyatt’s current cards only give you the lowest status and then you have to spend/stay your way to any higher tier.
The survey didn’t just go to Globalists. I got it and I’m not one (and will never be based on these new point prices!)
I thought waived resort (and destination) fees was a thing anyway if a stay was booked with points. Would this change only be for cash bookings?
Over the years, so many readers commented that for so many reasons it would never happen with Hyatt. The snowball hasn’t yet picked up speed but it’s started to roll.
Slow down Hyatt.
Not ready to quit you yet. But get rid of free parking and no resort fees, Im gone.
We work hard to get those 60 nights.
No loyalty. No respect.
If these changes come to be, it would be very, very unfortunate, but I’m on track to requalify for Globalist this year and I’ll figure it out after that. I’m already somewhat of a free agent, as I spread my stays around as necessary and supplement my Hyatt stays with credit card spend and what not to reach 60 nights, but these changes would definitely alter my usual plans after then. That said, the other programs are still crap, aside from Hilton FNCs… least for now.
You don’t have to throw me out, Hyatt, I was already leaving
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…:)
Regarding typos, you mean that you’re just like the rest of us?
Agreed with your assessment. There tends to be an opportunity cost to obtain tier status and the likely benefits realized by tier status aren’t what it used to be.
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.
Where do you get discounted Marriott gift cards?
Capital One Shopping earns “cash back.” That “cash back” can only be redeemed for gift cards (and not actual cash). Marriott . . . for now . . . is one of the many gift card choices. And, from time to time, it is offered at a discount (among others that are offered at a discount).
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.