The Platinum Extras Awards program in the Hyatt Gold Passport frequent guest loyalty program will be eliminated as of December 31, 2012, according to FlyerTalk member and official company representative J. Zidell, VP Hyatt Gold Passport, citing the reason that greater than 75 percent of the awards earned by Platinum elite members were never redeemed.
Platinum Extras Awards are rewards that Hyatt Gold Passport Platinum elite members received after every third eligible stay at Hyatt in a calendar year. These awards offered a choice of bonus points, food and beverage amenities, room upgrades and more. New Platinum members received their first Platinum Extras Award certificate as part of their Platinum membership materials. Platinum members received subsequent awards via e-mail messages after every third eligible stay in a calendar year — until they achieve Diamond elite status.
No other changes are planned for Platinum elite membership benefits at this time.
As with the Passport Escape awards option which was eliminated from the Hyatt Gold Passport frequent guest loyalty program last month, some FlyerTalk members are not happy about the loss of this award option; while others claim that there is little value in the award and that it was an underused option that may have been costing more to the Hyatt Gold Passport frequent guest loyalty program.
At least there was greater than three weeks notice given with this announcement than for the announcement of the elimination of the Passport Escape awards option, which was only two weeks.
The reduction of benefits of a frequent guest loyalty program points is usually never positive and — for that very reason — it does not mean that I do not lament the loss of this option despite the fact that it does not directly affect me, as I have never used it.
Does the loss of the Platinum Extras Awards program affect you in any way? If so, how?