Hyatt and Small Luxury Hotels of the World Announce Strategic Loyalty Alliance.
Hyatt is launching loyalty partnership with Small Luxury Hotels of the World before the end of 2018. According to Skift, this new Alliance Hints at the future of hotel loyalty programs.
Relais San Lorenzo Small Luxury Hotels of the World network; photo: www.facebook.com/smallluxuryhotelsoftheworld/
Hyatt, a leading hospitality company with more than 700 hotels worldwide, and SLH, a collection of more than 500 independently owned luxury hotels around the world, are looking for ways to add value for their many independently spirited hotels.
Hyatt and Small Luxury Hotels of the World are working together to offer World of Hyatt members the opportunity to earn and redeem points during stays at participating SLH hotels when they book through Hyatt channels.
“Our work together will allow World of Hyatt members to enjoy loyalty benefits across a wider choice of small independent luxury hotels. For SLH, our hotels are our brand, and we look forward to expected increased occupancy with significant exposure to the World of Hyatt program’s more than 10 million members,” said Filip Boyen, chief executive officer, Small Luxury Hotels of the World.
“If independent hotel collections like Small Luxury Hotels of the World and its peers want to thrive, pursuing more loyalty tie-ins seems likely, but they have to be careful to stress the additional value they can bring for independent hotels. Otherwise, what’s stopping independents from flocking to the hotel soft brands? commented Deanna Ting of skift.com
Whether there are similar benefits for SLH’s Invited loyalty program members is not yet confirmed, but details of the alliance are still being worked out, a Hyatt spokesperson told Skift.
“If the SLH-Hyatt partnership proves successful, however, it could serve as a model for more alliances between relatively larger hotel companies and independent hotel collectives. It’s a way for brands like Hyatt to extend their independent hotel reach and add scale to their portfolios, as well as make their loyalty programs more attractive. And for the collections, it’s a vehicle for driving more bookings for their members,” added skift.
