Hyatt’s New Free Breakfast Option Requires Loyalty
Skift Take
Hyatt's new breakfast policy at its Hyatt Place chain requires guests to join the loyalty program before digging into the free muffins. Is that too much to ask?
Among a spate of updates that Hyatt announced for an upcoming Hyatt Place brand overhaul, there was news last week that the properties soon would start offering a new free breakfast benefit to business travelers. And while true, there was a catch: Free breakfast would be limited to World of Hyatt loyalty program members who book direct.
It's only a small hoop to jump through — any person off the street can join World of Hyatt in the time it takes to ride down an elevator — but there's significant meaning behind the restriction. In forcing guests to join its loyalty program, Hyatt is effectively getting users into its system, collecting data on their habits, and opening a marketing and loyalty relationship with each person.
Moves
