A month ago Hyatt named Starwood veteran Mark Vondrasek as Head of Loyalty and Business Platforms. World of Hyatt reports up to him, and he’s also responsible for integrating Hyatt’s lifestyle brand acquisitions Miraval and Exhale into the chain.
He’s not filling huge hole Hyatt has had since Jeff Zidell left. He had to hire that person.
And Hyatt has now announced that they’ve brought on Amy Weinberg as senior vice president, World of Hyatt loyalty program to run the day-to-day. Until the Marriott acquisition, Weinberg ran CRM and consumer analytics for Starwood.
Park Hyatt Hadahaa Maldives
Reading into the boilerplate of the release I always find it interesting how they choose what to say. In this case Mark Vondrasek describes Weinberg as “thoughtful, smart and intuitive leader who combines analytical strength with a passion to lead and develop others.” I read that as inward-facing rather than a salesperson for the program, with a strong focus on data.
It’s not at all surprising that Vondrasek has gone to the well of his previous Starwood experience to fill the role managing the Hyatt loyalty team.
On the one hand I think it’s telling that Hyatt has brought in Starwood talent to run the loyalty program, and that it reports up to the CEO bypassing the Chief Marketing Officer who came in two years ago and gave us the 2017 program changes, Hyatt does seem to delude themselves into thinking that the new program is working despite having to scrounge for elite members wherever they can find them.
World of Hyatt is in many ways about cutting costs rather than competing aggressively for nights with larger chains Hilton and Marriott. We’ll have to see what direction the new leadership team brings to loyalty at Hyatt.
Grand Hyatt San Francisco
Here’s the release:
CHICAGO (October 31, 2017) – Hyatt Hotels Corporation (NYSE:H) today announced that Hyatt has selected Amy Weinberg as senior vice president, World of Hyatt loyalty program. Weinberg joins Hyatt today and reports to Mark Vondrasek, executive vice president, global head of loyalty and new business platforms. In this role, Weinberg will direct Hyatt’s global World of Hyatt loyalty experience and teams, including program strategy and innovation, partnerships, operations and management.
“Hyatt is fortunate to welcome a reputable leader in the loyalty space. Amy’s impressive track record in data insights and analytics will help advance our efforts to identify with our guests and understand their needs,” said Vondrasek. “Amy is a thoughtful, smart and intuitive leader who combines analytical strength with a passion to lead and develop others. This role is critical to our business as we continue to accelerate momentum of the World of Hyatt loyalty program and engage more deeply with our guests.”
Weinberg joins Hyatt with more than 20 years of experience in building brand strength in loyalty through consumer insights, market research, and strategic marketing and operations. Most recently, she spent two years as general manager for Groupdigital.com Corp, consulting for a variety of disciplines, including hospitality, hotel management, real estate ownership and development companies.
Prior to that, Weinberg spent 12 years as senior vice president, consumer insights for Starwood Hotels and Resorts. In the position, Weinberg was responsible for leading global analytics, market research and customer relationship management functions, including a global team supporting all of Starwood’s brands and divisions, as well as the Starwood Preferred Guest (SPG) loyalty program. Weinberg’s career also includes previous roles at Fulcrum Analytics, The Chicago Tribune Company, and Strategic Media Research.
“I have always admired Hyatt and its dedication to caring for guests, members and colleagues. I’m thoroughly familiar with the World of Hyatt loyalty platform and eager to build upon the strong foundation Hyatt has created with its guests, both within and beyond traditional hotel stays,” said Weinberg. “It’s an exciting time as Hyatt expands into wellness and other opportunities, and I look forward to helping drive overall guest engagement across Hyatt’s portfolio of brands.”