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We have already learned a fair amount about what the new World of Hyatt program will look like when it launches on March 1st including details surrounding the four new elite tiers and benefits, the co-branded credit card features, the impact on the M life relationship, and more. However, while those are very important pillars of the program, those pieces by themselves aren’t the full scope of what the World of Hyatt will offer.
When I met with the folks from Hyatt late last year about the new World of Hyatt, I repeatedly heard things related to “caring for people so they can be their best” and “engaging more deeply with communities”. Now I don’t want anything new in the program to come at the expense of good old fashion points and award rooms (and they said it won’t), but I am admittedly intrigued by true enhancements that can help people connect with the world around them, especially when that world they are visiting may be one quite new and foreign to the traveler. I mean, isn’t that the point of travel in the first place?
A World of Understanding and Experiences
To get a better idea of where Hyatt is coming from, you can now check out their new platform as well as a video they will officially debut during the Oscar’s on Sunday. It’s set to a reimagined version of “What the World Needs Now is Love”, and it was pretty enjoyable to watch.
Beyond that, Hyatt is launching some experiences to encourage engagement beyond just a place to stay. They are partnering with AFAR, a company that believes that travel promotes understanding (um, yes!). Hyatt will start with an immersive experience available to select members in Tokyo (my understanding is this should be available with points or cash), but that is reportedly just the beginning. More similar experiences are likely to come, in addition to the immersive educational program they are offering to some Chicago public school students that will culminate with them actually taking a trip to Costa Rica!
Given how well Hyatt does hotels and hospitality, I would be very interested to see how they help connect their guests to the world around them via these experiences. If you get a few minutes, you can check out the new Hyatt World of Understanding site.
Would you be interested in taking part in some sort of immersive experience like the one they are planning in Tokyo or are you exclusively focused on the award nights and elite perks portion of the program?
Editorial Note: The opinions expressed here are mine and not provided, reviewed, by any bank, card issuer, or other company unless otherwise stated.