The new ‘World of Hyatt’ reboot of Hyatt’s loyalty program launched March 1. All new branding means new membership cards, and my top tier Globalist kit arrived in the mail yesterday.
The only real disappointment is the packaging. It shouldn’t matter, but bulk mail just doesn’t fit the exclusive image that they ought to be going for (and seem to be going for based on the contents).
Just a couple of years ago there were about 40,000 top tier Diamond members staying an average of about 40 nights a year. Existing Diamonds were grandfathered into Globalist status, but going forward a 60 night requirement — no ability to earn nights based on credit card spend, and no ‘stays’ path towards status — should thin out that group substantially.
More care in the way the addressing looks, and live postage, would have given the package a significantly better look and feel.
Inside there’s several pages of heavy card stock designed to be bound together by a rubber band.
There’s a welcome note from Hyatt’s Senior Vice President of Loyalty Jeff Zidell, and a description of the program.
Top tier status comes with 2 United Club passes per year. I was mildly annoyed when my Diamond status renewal kit came in the late fall with 2 club passes expiring June 2017, but I wondered whether two more might come with the Globalist kit. These expire June 2018.
United, presumably, is paying Hyatt to put their top travelers into the airline’s clubs and by extension onto United’s planes. United’s hotel relationship isn’t exclusive to Marriott.
Finally there’s a membership card — showing all the tier level names on them, because goodness knows I have a hard enough time keeping Globalist, Explorist, and Discoverist straight!
The heft of the pages and design of the card stock is nice. Receiving two more club passes is nice. I’d have loved a nicer packaging overall for it to come in, and perhaps luggage tags — since 60 night status in a 600 hotel chain is real loyalty.
If you haven’t received yours yet, don’t worry — I had been told that kits would be going out “over the next few weeks” which may just be the delivery variance of US Postal Service bulk mail.