Hyatt Hotels Corporation has announced the launch of a new global platform comprising its reimagined loyalty program.
World of Hyatt will launch with the help of an integrated marketing campaign, "For a World of Understanding," which is set to debut with an ad during Sunday's 89th Academy Awards broadcast.
In a statement accompanying Thursday's announcement, Hyatt President and CEO Mark Hoplamazian said the platform is "powered by our purpose-caring for people so they can be their best-and it inspires how we engage with guests, interact with colleagues and owners and operate our business."
First announced back in October, Hyatt's revamped loyalty program will go live March 1. It will feature more tiers and more ways for members to earn status when they travel. Instead of Platinum or Diamond status, World of Hyatt will roll out Discoverist, Explorist and Globalist tiers
"We listened and reimagined our loyalty program to emphasize more meaningful rewards and benefits at every level," said Hyatt's senior vice president of loyalty Jeff Zidell in a statement. "More than just great locations, luxurious rooms and amenities, World of Hyatt is about connecting you to the people, places and experiences at the heart of your world."
[READMORE] READ MORE: Hyatt Hotels Set to Transform Its Loyalty Program[/READMORE]
Every eligible $1 spent equals five points. Members with 25,000 points or 10 qualifying nights will achieve Discoverist status, while 50,000 points or 30 qualifying nights will earn them Explorist status. Meanwhile, members with 100,000 points or 60 qualifying nights will achieve Globalist status.
Members can also achieve status based on the number of qualifying meeting and events held each calendar year.
While the new program doesn't officially launch until next month, points and nights accumulated from January 1 through December 31, 2017, count toward members' 2017 status.
As part of the launch of World of Hyatt, the company will partner with AFAR to offer a three-day excursion to Tokyo. Details will be announced at a later date, Hyatt said.
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