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Hyatt's customer loyalty program

Michael Lowenstein
Beyond Principal
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I am trying to understand the strengths and weaknessess of the Hyatt Gold Passport Program. Could you please share your thoughts with me on this issue?
The Hyatt Gold Passport frequency program is, simply, a tiered reward program. The principal strength, if you like Hyatt Hotels, is that with the program, the more you stay the more you receive in terms of freebees, benefits and services. The weakness is that the program has little differentiation relative to frequency schemes offered by other hotel chains.

Interestingly, high-end chains like Ritz-Carlton, which has been owned by Marriott for several years, and Four Seasons do not have loyalty programs. However, Marriott, a direct competitor of Hyatt, has had a frequency program for quite some time.
This was last published in April 2003

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