Hyatt began running a “surprise and delight” campaign for Globalist members of the hotel chain’s World of Hyatt program. The promotion is accomplishing its stated goal.
Surprise and Delight
Hyatt is surprising and delighting Globalists (perhaps other status levels too) with gifts at the end of the year. I received an excellent one, which I will address further in a moment. What I love about these sorts of campaigns is that they go above and beyond and usually have nothing to do with the points or hotel credits.
American Express sometimes sends out gift cards to their cardholders, Marriott Bonvoy has been doing some of this as well, though after this year, delighting their members at the end of the year might have been the only way to keep any of them coming back.
For a brand’s best customers, having more points or miles in the program is probably nice to have, but giving them something they don’t often get from the brand can go so much further.
My Concierge Played a Role
I was at breakfast with a friend when I received a call from My Hyatt Concierge. She’s programmed into my phone so when I saw her call I picked right up. She asked me if my family of three would be able to make use of tickets to Disney. By sheer coincidence, we had a trip to Florida (not Orlando in particular) planned before the end of the year and we could absolutely utilize them. She next-day airmailed them to us and we went shortly thereafter.
The surprise and delight was personalized for me because My Hyatt Concierge knew that we often travel with Lucy (my five-year-old daughter). To be able to treat our daughter to Disney is a wonderful gift and perhaps the best available choice for us.
The Wider Campaign
In addition to the surprise of Disney tickets and the delight of our family being able to use them, the campaign sent out to (presumably) the rest of the Globalist membership was the ability to gift a “Find” experience through Hyatt though through checkout in my experience and that of others, the intention is that you surprise and delight others by paying for that experience, different from my personalized one above. Here is the content of the email I received:
I love that this surprise and delight is intended for members to give to others and that it is focused on experiences, not just free hotel nights or some extra bonus points. It’s like giving someone an actual Christmas gift that they get to choose (and determine for themselves it is perfect) rather than just exchanging gift cards.
I love programs like these. Hyatt is smart to show their frequent guests that they appreciate them. I can’t think of a better way to endear members to the brand than an unexpected gift and what’s more, the ability to share that gift with someone they care about.
What do you think? Have you been surprised or delighted by this Hyatt campaign or another from a hotel chain you frequent?