I think the new GoH certificates were designed to breed loyalty on both ends. The Globalist seeks out people who have stays or potential stays with Hyatt, gifting them the GoH and in return they get 1 EQN per certificate used. A 60 night Globalist going forward will earn 3 of these GoH certificates, the 5 given in 2024 was a bit of a teaser and tester.

The person using it likely already had a stay or potential stay booked with Hyatt. This signifies they like Hyatt Hotels, but have not stayed enough to earn Globalist status. I say this because Hyatt has a fairly small footprint in comparison so generally one would book with Hyatt if they like them over other brands, they can like their pricing, their quality or other aspects. Giving the a GoH certificate is basically giving them a free trial of Globalist status and the benefits that entails. This trial for some will inspire them to stay more with Hyatt and earn that status for themselves so that they may have those benefits. Obviously, not all people travel enough to hit 60 nights. However, I feel this ideology works very well for people who usually hit 30+ nights with Hyatt, and for people who usually stay with other chains.

So it’s a win for Hyatt, a win for Globalists, and a win for the people receiving the GoH certificates. Seems like Hyatt really did their homework on this one.