Well, anyone who lives in the US. Which does exclude quite a few people ....

Prive is aimed at the sort of customer who books the best hotel in the place they are travelling, regardless of loyalty scheme etc. Like me, often. I have no Hyatt status at all and can't get the US credit card. If I go to, say, Moscow where the PH is probably the best hotel in town, then this programme has value to me.

It also, simply by existing, helps imply to travel agents and prospective guests that Park Hyatt is now on a par with Four Seasons, Mandarin Oriental etc. Which, to be fair, it is getting close to being.