Members of Hyatt’s Gold Passport loyalty program already enjoy numerous benefits. Soon, however, they’ll also enjoy some delicious little oddities that are often propagated only by the cheeriest of souls.
Yes, I’m taking random acts of kindness.
CEO, Mark Hoplamazian, defines it as “making a difference to the lives of those we touch.”
As part of a new effort to take better care of its Gold Passport members, Hyatt will soon lavish these guests with pleasant little surprises purposefully designed to delight them during their stay.
In a recent blog post, Hoplamazian wrote;
“Don’t be surprised if Gold Passport picks up your bar tab, comps your massage or treats your family to breakfast. It’s part of bringing authentic hospitality to life and making you feel more than welcome.”
It’s a brilliant retention tool, no question. And it will no doubt deepen Hyatt’s relationship with many of their loyal customers. Might even shift a few of them into brand ambassador territory if the act is truly special.
Still, I can’t help thinking they could have pushed the boat out that little bit further. What a brilliant (potential) acquisition incentive.
Random acts to non-gold guests may well encourage increased sign ups to the programme.
Once done, they then are in a far better position to encourage the occasional / first time guest to think Hyatt next time. Not to mention telling all their friends about that lovely free boozy session they had in the bar until 3am courtesy of Hyatt…
Still, well done chaps. Great work.
Iain Morrison is a senior marketer in the British Tourism Industry. And if anyone would like to pick up my bar tab as a random act of kindness, please do get in touch…