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.
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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.
Conclusion
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?
I stayed over 100 nights in Hyatts this year (again) and got nothing. I strongly suspect Hyatt is targeting travelbloggers with these gifts in the hope of getting such puff pieces written.
Even at 100 nights a year, I do not have my concierge on speed dial.
Obviously
85 nights as a globalist and nothing
115 nights last year 94 this year and going strong and nothing
Not all My Hyatt Concierges are creates equal (I mentioned this in a linked post) but mine has gotten better with time as we’ve gotten to know each other.
The mailer will go out to everyone I suspect, if you haven’t gotten yours yet it’s coming or trapped in your inbox. It’s standardized and I’m not on their PR distribution list which is why when Hyatt makes an announcement and the Boarding Area feed is clogged with 10-15 posts all released at the same time on the same announcement, you don’t see one from me.
Kyle,
How much do you book through the concierge vs. online? I find I do better on easy travel with the app and only talk to the concierge when the request is greater. Curious if I should be putting ours on speed dial.
Put yours on speed dial. It frees up your time to do other things. I give mine some parameters and she will lock down space then call me back with options, she prioritizes by cost and availability to secure a suite in advance; it’s far better than when the program first rolled out.
Second Joseph on this. Online Globalist chat groups show nada on this. 71 nights this year for me, no gift, but not expecting any. Concierge program is pretty shaky, really hit or miss depending on your concierge. Globalist is a great program. Maybe closer to Christmas they roll this out. We’ll see.
I don’t feel like the ability to pay for and give a FIND experience is a big surprise and delight. I am globalist and received the email but when I checkout it’s full price and I had the option to gift before signing in so I don’t get what the special promotion is.
Agreed with Joseph.
I’m a Globalist with 112 nights and 114,000 base points this year (at 980,000 lifetime base so lifetime globalist in a few weeks) so far and nothing. Checked my email no gift for Finds experience nor anything else.
MHC is a hit or miss – they won’t follow up – they told me no suite upgrades available then that’s it they won’t constantly check
Disclaimer: I’m Asia Pacific based using the MHC asia Pacific team
I am in AP too, but changed my address to US and requested a US Concierge instead because I agree with you, the AP is just a team that is useless
Looks like Hyatt got the gushing headline and fawning piece they wanted, with their decision to special gift a travel blogger. I’m globalist at 115 nights and no gifts, emails etc. Maybe we all need to start blogging.
Thanks Garret for the info that the program is just an email (to a few i guess) to sell rooms at full price.
I don’t think you know what you are talking about. The email did not state that the gift was free. When I checked they wanted me to pay for it. I’m halfway to lifetime status with Hyatt and they don’t do much of anything for me.
Ya, I got the exact same email (I’m not globalist, but it matches Kyle’s format word-for-word) and it definitely isn’t free…
Went from potentially delighted to now disturbed. US-based and racked up over 90 nights/year for the last 5 years. 100,000+ base points this year. Have a great relationship with my concierge. Haven’t been offered anything. Excitedly looked back the FIND email thinking I missed something. Agree that offering me the ability to gift a FIND experience to someone at ridiculous rates (that I could otherwise arrange for much less on my own) isn’t a gift.