Hyatt used to have a pretty generous Diamond Trial that provided status up front but still required a certain number of stays in order to keep it — typically 12 nights in 60 days. Now, FlyerTalk members report that it’s giving outright matches. Provide evidence of your status in a competing program and Hyatt Gold Passport will match that to its top Diamond tier without requiring any additional nights.
Looking for a new loyalty program? DM us and let’s talk. pic.twitter.com/cgfkZwxBcL
— Hyatt Concierge (@HyattConcierge) November 19, 2015
And for those without Twitter, you can probably just email email@example.com.
Those who have already contacted Hyatt relayed the following details:
- You must provide evidence of status with another hotel chain.
- You must provide evidence of at least one stay at that chain in the last year. (You can still get your status with a credit card.)
- Hyatt is not requiring any stays to keep your new status.
- Your new status will be good through February 2017.
Although some people have received offers for Diamond status, it’s also possible you could be offered Platinum status. Platinum isn’t really worth anything, especially since you can get it easily with the Hyatt Visa card and all guests receive free Internet regardless of status. Fortunately, you don’t necessarily need top-tier status with a competitor to get Diamond. Under the traditional Diamond Trial, Hilton’s mid-level Gold tier was regularly used to get access to the trial.
My favorite perks since becoming a Diamond member several years ago have been the complimentary breakfast (the most important meal of the day) and the four annual suite upgrades, which I can confirm as soon as I book the room — even months in advance.
Why This Offer Is Surprising
If anything, Hyatt had been limiting the number of Diamond Trials it offers in recent months. It removed the program completely for a time, then started targeting specific members or on a request-only basis without actually publishing the offer. More recently it seemed to have ended again, as one reader complained he was unable to register.
This new development is thus a complete 180. My guess is it was spurred on by the recent acquisition of Starwood Hotels & Resorts by Marriott International. Hyatt had been one rumored suitor for Starwood, and now that they’ve headed in a different direction it leaves Hyatt pretty much alone with about 600 properties. Their main competition includes three mega-chains, each with 4,000+ hotels:
- Marriott (recently acquired Starwood)
- IHG (recently acquired Kimpton)
Ultimately, small players have to find other ways to stand out and attract attention. A loyalty program is one way of doing that, and one reason why Hyatt and Starwood each have had lucrative programs so far. I suspect Starwood’s will bite the dust eventually. Meanwhile, those who have the opportunity to stay frequently within Hyatt’s more limited network will be able to enjoy some outsized benefits.