At the bottom of the Scott McCartney piece I linked to below, there’s an interesting add-on: Hyatt is fully aware of, and supports, the practice of booking hotel rooms just for the purpose of accumulating Faster Free Nights credits.
Hyatt Hotels Corp. currently offers its Gold Passport program members a free night for every two nights at one of the chain’s properties through Jan. 31. The free nights come with no blackout dates but have to be used by March 31. Charles Witt, a facilities planner in Washington, D.C., stopped by a suburban Hyatt Place hotel on his way home from work several times this fall, swiped his credit card to buy a $50 room and went home, never opening the door to the hotel room.
For every $100 he spent, he got a free night at any Hyatt. He booked three free nights at the Grand Hyatt in Tokyo over New Year’s — rooms that would have cost him $600 a night.
“Once you start on this road, it’s very hard to get off,” says Mr. Witt.
Hyatt says the promotion is meant to engender loyalty, and most customers use it more traditionally, collecting free nights for regular stays. But the company welcomes people so passionate about its hotels that they’ll go to elaborate lengths to stay at Hyatt.
“We don’t discourage that,” says Jeff Zidell, vice president of Hyatt’s Gold Passport program. “There are those extremists in whatever business you’re in who do what they can to get the most out of it.”
I love it, and Hyatt really gets it: the company welcomes people so passionate about its hotels that they’ll go to elaborate lengths to stay at Hyatt.