I was invited to a private Hyatt Privé event this week in New York City and here are my observations about the program, and the properties that participate.
(that’s Hyatt Privé pronounced “pree-vay”, not Hyatt Prive pronounced “preeve” like sleeve)
What Is Hyatt Privé?
Hyatt Privé is an invite-only program from the global hotel chain that provides extra benefits to those who book a Hyatt Privé rate. Like American Express’ Fine Hotels & Resorts, Privé provides the following benefits:
- Early check-in (subject to availability on arrival)
- Late check-out (subject to availability on departure)
- Daily full breakfast in the hotel restaurant for two guests
- A $100 property credit per room per stay (on-site hotel credits)
- A welcome note (and gift)
- An upgrade to a higher category room or suite confirmed within 24 hours of booking
- Accrual of World of Hyatt Points and elite qualifying nights
- No minimum stay requirements
For those who don’t hold World of Hyatt Globalist elite status, this grants the guest some of the same privileges but at the best available rate (BAR.) This is often within dollars of even member rates but comes with so much more. Even those with Globalist status might choose to take advantage of Privé so they can confirm their suite room upgrade rather than chance it.
Only approved travel agencies are invited to the program and have to demonstrate they meet certain criteria commensurate with luxury hotel stays. Guests, even World of Hyatt elites, cannot secure a Hyatt Privé rate without going through Hyatt Privé agency. My travel agency, Scott & Thomas, qualifies.
The program only contains a little over 200 properties of Hyatt’s 1,500+ that meet the requirements of the program’s vetting process.
Hotels At The Event
The event was divided by room into three different business segments. The first was true resorts like Secrets Impressions Moxche, Andaz Wailea, though there were a few from Grand Hyatt, Hyatt Regency (Coconut Point, for example), Ziva, and Zilara. About 20-30 were at this portion with representatives mostly from the US and the Caribbean.
The next room was for Park Hyatt. Vienna, Buenos Aires, Paris (including Hotel Madeline), Niseko, Seoul, Toronto, New York, Milan, Marrakech, and Washington DC all made the trip to the event.
Finally, more of the Lifestyle brands like the Unbound Collection, Thompson, tommie, and even a Hyatt Centric filled the final room. Savannah, Los Angeles, Philadelphia, Madrid, and Chicago all had representation among another 20 or so properties in attendance.
What I Found
Though I have been a member of Hyatt for more than a decade (yes, Gold Passport Diamond is still my favorite elite status) I was shocked by just how varied the brand has become over the last few years. Dreams and Secrets all-inclusive resorts have come on in a big way and are reshaping how Hyatt is perceived in that space. I knew the brand had added more than 100 properties, but I wasn’t sure the level of quality those resorts would be.
I’m blown away by what Hyatt has in the all-inclusive space. From what I heard, there are many more properties in the pipeline, though, with Dreams and Secrets positioned so clearly in the all-inclusive space, I am unsure of just what the future will hold for Ziva and Zilara, Hyatt’s all-inclusive offering that predated the new acquisitions.
A surprise from the Park Hyatt room was the presence of Marrakech. It seems this property has been in development for a decade or more, predating my relationship with Hyatt and my first trip to Morocco. There were rumors of a sale of the property for some time, then a possible pause on its development but it appears to be full steam ahead. From what I saw, that property will be one of the best in the brand with villas, an 18-hole golf course, and lush grounds in a truly Moroccan style. It’s said to open in the fall but I can’t confirm the date.
I was also happy to make contact with the Park Hyatt Buenos Aires Palacio Duhau. We are one of the top agencies for Antarctica Expeditions and most of those trips begin in Buenos Aires (before flying by charter to Ushuaia) so it was good to meet with them.
In the final room, I was shocked by the Thompson properties that dot the map including some in development. Thompson Houston looks like it will be incredible when it opens near downtown. Renderings for the property to open later this year were stunning. Gild Hall was in attendance as well (review coming soon), the Beekman has long been on my list and it also presented well.
More than anything else, I was excited to see the variety of the hotels participating in Privé. Other hotel chains have similar programs, but most don’t include properties like the Hyatt Regency Bellevue for example. That’s important, however, because we have clients that travel to Philadelphia for work and stay in that hotel. Being able to extend those benefits to them is a huge value to our clients.
I attended an invite-only Hyatt Privé event and was surprised by what I saw. The variety of properties was impressive, but so was the breadth of the offering. It makes Privé more accessible to travelers who may not be traveling to leisure destinations or only staying in five star resorts. I’m looking forward to the opening date for many of the hotels I encountered.
What do you think? Have you booked a Hyatt Privé property before?