Loyalty programmes are not just about rewarding frequent stays with upgrades, free nights or even 'freebies'. VIP experiences. They can also serving good causesIn this way, points can be monetised and donated to social or environmental organisations. Witness Accor's invitation to its loyal customers to support charities via its ALL loyalty programme, in partnership with Captain Cause, a company with a mission, launched in 2022 and specialising in solidarity donations. "This initiative is a powerful lever for engaging our customers, giving them a concrete role in achieving our sustainable transformation."said Brune Poirson, Accor's Director of Sustainable Development and a member of Captain Cause's Impact Committee.
After a test phase in France, where more than three million points were used to support nine associations in their projects, such as access to drinking water in Cambodian villages, the protection of biodiversity or integration through the catering trade in France, this partnership has been extended to other countries. on an international level from this December. With one simple tool: the all-captaincause.com platform, available worldwide in English and French, before new languages are added. With projects to support that will be expanded by region over the course of 2024.
"Donating loyalty points to causes is simple, powerful and memorablesays Frédéric Mazzella, co-founder of the company with a mission. All ALL members can now do so in just a few clicks with Captain Cause technology and our catalogue of associations". At the same time, the hotel group guarantees its members that 100% of the donation will be paid in full to the beneficiary association, without commission or tax exemption. In addition, members will be able to follow the progress and implementation of projects.
Optional stopover rewards and bonuses at World of Hyatt
While some groups such as Radisson or IHG have rethought their approach to loyalty in recent years, the World of Hyatt programme will be undergoing a number of changes in the very near future, aimed, if not at the other, at least at others, the friends and family of its members. The American group's programme is unique in that it enables its loyal customers to pass on benefits to their relations through the "Guest of Honor" benefit the guest of honour. Until now, a Globalist member, the highest status, equivalent to 60 eligible nights, could pass on benefits to a close relative, such as a free breakfast, the best available room up to a standard suite or a late check-out.
This possibility is now extended to members from 40 nights or 65,000 points per year, "giving members a taste of Globalist status" underlines the hotel group. This is one of the new features introduced in World of Hyatt from 1st January 2024. This development is part of the introduction of Milestone rewards.
While the programme will retain its statutory structure - single member, Discoverist status for 10 nights or more, Explorist status for 30 nights or more, and Globalist membership for more than 60 nights - the American group will introduce the following new features into the system stage awards. On the fortieth night, there is a Guest of Honor benefit, while on the thirtieth night there is a free night in a category 1 to 4 hotel. All in all, World of Hyatt is enhanced with milestone rewards every 10 eligible nights, up to 150 nights. Through these intermediate bonuses, members will be able to earn up to 10 Guest of Honor benefits per year.
Globalist members will continue to have their loyalty recognised once they have achieved this status. to cape 150e nightwhere the ultimate free night reward "awaits them. This means a free night at any participating hotel, all-inclusive resort or Miraval resort, plus the choice of 10,000 Bonus Points, a suite upgrade or an extra free night at a Miraval resort.
In addition to the rewards earned for reaching the various milestones, there are other benefits to choose from. Each time they pass a milestone, members will have to choose between three optionsThey can either earn points for future stays, improve their next stay with upgrades or club access, or take advantage of credits ranging from 25 $ to 300 $ for FIND wellness experiences.
" The new Milestone Rewards are rooted in what we've heard from our memberssaid Amy Weinberg, Senior Vice President Loyalty at Hyatt. We understood that they wanted more rewards and more choice" . But the American group will no doubt have noticed the same interest from event and meeting organisers, travel advisers and SME managers. In this context, the overhaul of the World of Hyatt programme is also turning its attention to the needs of small and medium-sized businesses. to MICE customers by offering two qualifying night credits for every 5,000 $ of eligible spend for bookings via Hyatt Privé or via Hyatt channels with an IATA number associated with their World of Hyatt membership. Limited to a total of 150,000 $ of expenditure, the benefit can reach 60 qualifying night credits. Enough to earn Globalist status.
