Expedia Group is “pausing” the rollout of its new One Key loyalty program beyond the U.S. and the UK in part because of the adverse impact on its Hotels.com brand.
Hyatt leaders tout new partnerships amid massive loyalty program growth
07.08.2024 - 13:54 / thepointsguy.com / Mark Hoplamazian
Travelers flocking to the World of Hyatt loyalty program increasingly have new ways to earn and use points — and the Chicago-based hotel giant isn't done adding more variety to its offering.
On Tuesday morning, Hyatt posted a hefty $359 million profit for the second quarter. The company is riding high on increases in business and group travel demand, while leisure travel, which was an industry leader through the coronavirus pandemic, is slated to stabilize through the end of this year. But company leaders point to a mix of new partnerships and brand offerings, from more than 700 hotels off the Mr & Mrs Smith platform to a new alliance with luxury outdoor resort brand Under Canvas, as fueling the company to a new era.
The numbers underscore that point: World of Hyatt membership is up 21% from a year ago. Further, Hyatt CEO Mark Hoplamazian pointed to growth in the loyalty program's reach as fueling overall growth. The company's 130,000-room development pipeline is at a record high.
"Our focus on expanding our network effect as we grow allows us to offer more options to our members, increasing their loyalty to Hyatt and making Hyatt more attractive to prospective developers," Hoplamazian said on an earnings call Tuesday.
One of the biggest rollouts to the Hyatt platform this year was the Mr & Mrs Smith booking platform of boutique and luxury hotels, which Hyatt acquired last year. While not every Mr & Mrs Smith hotel is expected to opt into World of Hyatt, an initial batch of more than 700 properties rolled into the loyalty network earlier this year — Hoplamazian gave a little more color as to what that looks like from a loyalty perspective.
More than 80% of those initial World of Hyatt-participating Mr & Mrs Smith hotels have received bookings from loyalty members. Of those, 20% of overall bookings came from Globalists, the highest tier in the World of Hyatt loyalty network, and two-thirds of those overall World of Hyatt bookings were for cash rates rather than award redemptions.
Of course, these early booking stats may support the critique that the award redemptions at Mr & Mrs Smith hotels are nowhere as strong as some of Hyatt's legacy properties, which participate in the company's award chart. Mr & Mrs Smith hotels partake in dynamic pricing, however, every type of room at a Mr & Mrs Smith hotel will be available for award redemption rather than designated room and suite types found at hotels participating in the award chart.
By the end of this year, Hyatt leaders expect more than 1,000 hotels on Mr & Mrs Smith will be in World of Hyatt — that's significantly higher than the roughly 350 Small Luxury Hotels of the World that partook in the loyalty program before SLH and Hyatt severed ties.
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