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Hyatt may be preparing another major shake-up of its World of Hyatt® loyalty program, according to a new survey sent to select members that outlines a range of possible changes to benefits, a new elite tier, and changes to awards. While nothing has been officially confirmed, the survey offers a clear glimpse into how the program could evolve in the coming years.
One of the most notable ideas being explored is the introduction of a new elite tier above Globalist. Competing hotel groups already offer top-tier statuses with high spending requirements and Hyatt appears to be considering a similar move. The proposed tier could require up to 100 nights annually, along with a substantial spending component in the range of $15,000 to $20,000. This would place it above Globalist, but below the invitation-only Courtesy Card level reserved for Hyatt’s highest spenders.
Hyatt is also evaluating potential adjustments to some of its most valuable perks. Currently, Globalist members receive waived resort and destination fees on paid stays and all members benefit from waived fees on award stays. Free parking on award nights is another popular benefit. Both perks are costly for hotels and the survey suggests they could be scaled back or removed, which would represent a meaningful devaluation for loyal members.
On the redemption side, Hyatt appears to be considering several enhancements that could add flexibility. Options being explored include allowing members to top off free night awards with points (similar to programs offered by competitors). Other potential additions include awards that bypass peak pricing, premium suite redemption options, and expanded ways to use points for perks like Guest of Honor, club access, or suite upgrades.
The future of Hyatt’s Globalist Concierge service is also uncertain. The survey indicates it could be limited to higher thresholds, such as members staying more than 60 nights annually, or repositioned as a selectable milestone reward. Milestone Rewards themselves may also be expanded with benefits potentially starting at 20 nights and extending up to 150 nights.
Any major changes would likely be phased in over time. Hyatt could begin updating Milestone Rewards as early as January 2027 while broader changes to elite benefits may not take effect until 2028. An official announcement could come as soon as this fall.
These potential updates come as Hyatt is already implementing changes to its award charts, including category adjustments set to take effect this year. Taken together, the survey suggests Hyatt is balancing new benefits and flexibility with potential reductions in some of its most valued perks.
Anthony’s Take: For members, the next year could bring a significant evolution of the World of Hyatt® program with both opportunities and trade-offs shaping the future of loyalty with the brand.
(Image Credits: Hyatt.)
(H/T: Loyalty Lobby.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
1 comment
I’m taking hints from the recent Hyatt changes: I expected some bad news and some good news. Instead there was a huge amount of terrible news and almost nothing good. I really did expect that the long past due updates to free night certificates making them valid for category 1-5 would have been implemented but apparently not. If Hyatt is willing to screw over loyal customers with the recent massive devaluation then I see no reason to think that they will suddenly decide to offer good value with other program changes. Another gloomy indication will be the upcoming (almost always upward) category adjustments. Remember when about half the hotels went up in category and about half went down? Not in the past few years and it doesn’t seem like that’s the plan now either.