Someone at Hyatt HQ has decided Hyatt needs a co-branded credit card:
Quote:
Manager Co-Brand Marketing
Hyatt - Chicago, Illinois
Thursday, December 24, 2009:
* Strategic thinker capable of creating and launching Hyatt's new Co-Brand credit card
* Develop and implement a value proposition that resonates with potential card members
* Manage this highly integrated project across a number of internal groups including Hyatt Gold Passport, Hyatt.com, Chain Marketing, Customer Service, Operations and Sales and external Agency
* Oversee the initial and ongoing product strategy
* Lead the card member acquisition strategy using Hyatt internal channels
* Partner with issuer to optimize their acquisition, engagement, usage and retention initiatives
* Leverage data analytics to optimize all marketing activities
* Communicate credit card strategy and requirements across the organization
* This role will report to the Director of Affinity Marketing and represents a critical role within a strategic initiative at Hyatt
Qualifications
* 7+ years of management, marketing and leadership experience
* Project management experience on large, strategic initiatives
* Consumer marketing acumen including customer segmentation and analytics
* Experience across all marketing channels with significant experience in online
* Strategic thinker with a passion for creativity and innovation
* History of delivering results and implementing change
* Proven ability to collaborate across a highly matrixed organization
* Ability to build and leverage internal and external relationships
* Strong organizational skills and ability to multi-task
* Financial services, travel and loyalty experience preferred
* MBA or equivalent work experience preferred
Primary Location: US-IL-Chicago
Organization: Hyatt Corporate Office
Pay Basis: Yearly US Dollar (USD)
Job Level: Professional Staff/Corporate | Full-time
I cannot say that I am thrilled about this course as it will eventually mean that:
1. there will be a significant devaluation of points as a result; and
2. the most important customer for Hyatt will no longer be the customers who earn their points from staying in the rooms on paid stays, but rather the most important customer will be the credit card company (and perhaps the credit card company customers).
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Like TSA, DL SkyMiles management treats airline customers as if they are the enemy or sheep to be fleeced and it shows.
I cannot say that I am thrilled about this course as it will eventually mean that:
1. there will be a significant devaluation of points as a result; and
2. the most important customer for Hyatt will no longer be the customers who earn their points from staying in the rooms on paid stays, but rather the most important customer will be the credit card company (and perhaps the credit card company customers).
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I'm disappointed also but can't say I'm really surprised at this development especially in light of the IPO and pressures from being public to increase revenues / income.
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Quote:
Originally Posted by peteropny
I'm disappointed also but can't say I'm really surprised at this development especially in light of the IPO and pressures from being public to increase revenues / income.
I dread the day In-N-Out burger, Trader Joes or Wegmans might go public.
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Completely agree...
Quote:
Originally Posted by SanDiego1K
I'd rather not have a credit card.
We have seen almost YEARLY devaluations or tier increases (however you look at it) with Hilton, Starwood, etc.
Anyone guess when the last increase was with Hyatt?
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I was always on the fence about if I wanted one or not. Let the whinning/cheering begin! Will have to wait for the the details and see if it works for me or not. Basically would put the nail in the coffin for Diners Club for me if I decide to jump on board when/if it becomes available.
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Thank you for starting this, GUWonder. I hope you've brought forward all your very pertinent comments in "Hyatt GP to Best! Join in. Ideas."
Taken from Smart Shopper @41 in that thread to continue that discussion here:
Quote:
Not at all!
Your idea (please mind that GP VP Jeff Zidell is an AA veteran and talked about adding a co-branded credit card since he joined Hyatt almost two years ago) will be heard & Hyatt will launch a new co branded CC! There will be phantastic promotions at the beginning & I hope that will not be the beginn of the end of a remarkable FGP.
Smart Shopper, how do you know the information that you added about "phantasmic promotions", and what more is in the works?
Worst, I'm sure I'm not the only one who has fretted about the other shoe dropping - point devaluation - following all Gold Passport's recent largesse. This move will likely accelerate that enhancement -- as on steroids. (I think of GUWonder's recent favorite, Delta, offering all those large credit card and Avis and Budget bonus RDM promotions just before lowering the boom.)
I'm disappointed also but can't say I'm really surprised at this development especially in light of the IPO and pressures from being public to increase revenues / income.
I was expecting this for much the same reason. Company management has to have some talking points to satisfy public investors and capture/meet their short-term interests -- included will be how the loyalty program is to be used to increase revenue and/or income -- in a way that would not be the case if the company remained privately held and/or if the founding family's members weren't in-fighting. "In the long term, we are all dead" or so many investors will say ..... and so the transition to short-term customer-unfriendly "fixes" of the Delta Airlines and Hilton HHonors sort were expected to become increasingly the norm. So far it hasn't happened, but sooner or later the company culture will change in a way I dread will be less customer-friendly than we have come to know when dealing with Hyatt all these many years.
Once the credit card company and its customers become the single most important customer of Hyatt, every regular paying guest -- even Diamond members staying in regular paid Hyatt rooms for the better part of the year -- will be far less important to Hyatt than the credit card company (and perhaps the credit card company's customers). I dread the day it happens -- and happen it will sooner or later.
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Like TSA, DL SkyMiles management treats airline customers as if they are the enemy or sheep to be fleeced and it shows.
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Now that this job opening has been posted... I participated in a focus group on the topic a couple of weeks ago with a few other Platinums and Diamonds.
It was a very interesting conversation, far too many benefits options discussed to even begin to enumerate here. While I did not sign a NDA, I will respect Hyatt and not post specifics other than to state the following: They clearly have done their homework about the need to strike the appropriate balance towards preserving elite status benefits for Diamonds and Platinums without the card, doing more for Diamonds and Platinums who do acquire the card, and encouraging new people to try Hyatt.
I was very impressed by the process. I have no idea what the end product will be.
Now that this job opening has been posted... I participated in a focus group on the topic a couple of weeks ago with a few other Platinums and Diamonds.
It was a very interesting conversation, far too many benefits options discussed to even begin to enumerate here. While I did not sign a NDA, I will respect Hyatt and not post specifics other than to state the following: They clearly have done their homework about the need to strike the appropriate balance towards preserving elite status benefits for Diamonds and Platinums without the card, doing more for Diamonds and Platinums who do acquire the card, and encouraging new people to try Hyatt.
I was very impressed by the process. I have no idea what the end product will be.
I am sure that many of us do realize that even with striking a balance, "doing more for Diamonds and Platinums who do acquire the card" will mean that Diamonds and Platinums with a credit card will eventually get treated better than Diamonds and Platinums without the credit card. I'm not sure how well this is going to go over for non-US-based frequent customers of Hyatt -- they generally won't be able to get the co-branded credit card no matter how frequently they stay at Hyatt hotels around the world. Even as a US-based frequent customers of Hyatt, I'm not looking forward to the longer term implications of this move.
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Like TSA, DL SkyMiles management treats airline customers as if they are the enemy or sheep to be fleeced and it shows.
Life is too short to spend it being angry 
