Madame Zena with the all seeing eye has struck again,
Or the shrewd Scrooge McDuck way of doing milestone rewards à la IHG,
Has shaken up Hyat & Marriott

https://skift.com/2023/09/11/hyatt-s...siness-travel/
quote:With roughly half of Hyatt’s business likely to come this year from leisure travelers, the company encourages guests to sign up for its loyalty program less for the points and more for perks, such as access to discounts on stays, “curated meditations” to help them relax, the ability to stream content from their favorite streaming services via Hyatt’s TVs, and so-called “milestone awards,” such as access to its “club lounges” at select properties that are separate from elite status and are available to everyone based on hitting certain targets for stays.

The executive’s thoughts echoed what Peggy Roe, chief customer officer at larger rival Marriott, recently said to Skift about how guests rarely say in focus groups that they opt for its brand because of the points and that it has been aiming to shift to a more experiential emphasis, such as by pushing city tours. IHG has also been playing up the experiences by letting guests choose more rewards from a menu rather than pre-selecting them.

Interesting times ahead !
Who could have guessed IHG sets the trend with keeping lounge acess securely seperate special from status
This has already started to rile up sone Hyatt fan boys:
https://liveandletsfly.com/hyatt-ceo-loyalty/
https://viewfromthewing.com/hyatts-ceo-says-experiences-now-matter-not-points-hes-missing-the-point/
Is the foundation of the core belief of Hyatt worshipping coming to a reality check?
Will it be the illuminating solution to Marriott's oversaturated elite ranks and their high pressure on benefits?
Will it be the best reason to just keep on selling creditcards+hotel status (breakfast as dangling carrot) as other benefits are seperated via milestone nights?
Will this be a slap in Hilton's face to cancel the US breakfast credit and mimic IHG's loyalty appreciation by nights butt in bed or is the Aspire creditcard + instant diamond so lucrative to corporate that i won't but a threshold on the amount of diamonds entering the Hilton ecosystem?