The Standard International was purchased by Hyatt and recently announced the discontinuation of its Secret Agent program, is a move to Privé imminent?
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Hyatt Purchased Standard Hotels
Late last year, Hyatt Hotels purchased the Standard International, a brand of modern premium hotels and resorts. Your humble correspondent predicted the move in July, 2024, a few months before the action was completed in October.
“The 100% asset-light portfolio includes management, franchise and license contracts for 22 open hotels with approximately 2,000 rooms, including The Standard, London, The Standard, High Line in New York City, The Standard, Bangkok Mahanakhon and The Manner in SoHo, which made its highly anticipated debut last month with some of New York Fashion Week’s most coveted afterparties…
The acquisition includes more than 30 future projects with a signed agreement or letter of intent, along with new projects sparked by the August announcement of the planned acquisition.” – Hyatt Hotels Corporation
Standard and its new line, Bunkhouse, align with the lifestyle properties in Hyatt along with Unbound, and Andaz.
Standard Hotels’ Secret Agent
The Standard offers a premium guest program to luxury travel agencies on an invite-only basis. All the major hotel chains have a similar program: Marriott Stars & Luminous, IHG Destined, Hilton for Luxury, Four Seasons Preferred Partner, etc. They generally offer an onsite credit of $50-100, early check-in, late check-out, an upgrade based on availability, and daily breakfast for two. These are offered at the “Best Available Rate” which means the general, refundable rate available to anyone. Member rates, and prepaid rates may be lower, but “BAR” is usually fairly close to these discounted rates, and the perks are included from those approved agencies in the BAR rate.
Standard’s program, Secret Agent, was a little different:
- Discount: 10% off Best Available Rate
- Package Me Up: 20% off Best Available Rate
- Perks*: Best Available Rate, 10% commission + perks (F&B credit per stay, upgrade on availability, late check out & early check in on availability). *2 night minimum applies.
While unique with the package rates and discounts, it also lacks alignment with the rest of Hyatt. It came as no surprise that Secret Agent is shutting down on April 30th, 2025.
Hyatt Privé Imminent?
It would only make sense that as The Standard properties would migrate from the Secret Agent program to Hyatt Privé. It’s possible not all will be admitted but most of the properties align with others already in the program. Searching the Privé site, there’s no move yet, even into the future none of the properties have been moved over. The Manner, originally in the Standard pipeline, opened after the merger was completed so it is a member of Privé (and looks stunning) already.
There’s been no official word on Standard brand properties moving into Privé but it seems it’s only a matter of time.
Conclusion
Standard’s Secret Agent program had some unique rate features that will be missed, but will no doubt benefit from joining Privé if and when that happens.
What do you think?
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