Don't know if it's an attempt to compete with the SPG Ambassador program (typically granted with 100+ nights per year), but I received an e-mail earlier today describing a new Hyatt program, "My Hyatt Concierge" body of e-mail:

"Wouldn't it be great if travel planning was easier? Now it can be with My Hyatt Concierge. We've chosen you, one of our most valued members, to participate in a new service that we’re testing this year. My Hyatt Concierge is a pilot that gives you a dedicated Hyatt representative who will help take care of all your travel needs by:

• Coordinating the details of your stays — from travel planning to booking
• Scheduling spa and dining reservations, arranging transportation, and more
• Getting to know you and what you like, from bed type to room preference
• Providing firsthand notice about our latest promotions and hotel openings

Look out for an email from your dedicated My Hyatt Concierge representative in the next week to get started. We hope you'll try it out! And remember, since this is a test we may not get it perfect from the start. We need your ongoing feedback so we can provide the best experience possible when planning your Hyatt stays."

Hopefully, it's a great addition to the Hyatt Gold Passport Program. Time will tell!