Skift Take
This makes a ton of sense for World of Hyatt, but again will scale prove to be a challenge for Hyatt and for Exhale?
A little more than a year after buying wellness brand Exhale for an undisclosed amount, Hyatt is now integrating it into its World of Hyatt loyalty program.
Starting Thursday, World of Hyatt loyalty members can earn and redeem points for any fitness class and spa treatments they book at 20 participating Exhale locations in the U.S. and the Caribbean, and they’ll also enjoy elite-tier level benefits.
Hyatt always intended to add Exhale into its loyalty program. “Since last year when Hyatt acquired Exhale, we’ve always been looking at ways to take care of our members and guests so they can be at their best,” said Amy Weinberg, senior vice president of World of Hyatt.
“It’s a unique first for World of Hyatt and the fitness and spa industry because they are rewarding connected guests for experiences outside of traditional hotel stays,” said Annbeth Eschbach, CEO and co-founder of Exhale. “Exhale guests and members can earn toward their next Hyatt vacation, or next Exhale visit on vacation or at home. A connected Exhale member can earn five hotel nights in just one year. It’s a real rewarding loyalty program.”
Doubling Down on Wellness and Hyatt’s Overall Partnership-Based Loyalty Strategy
The integration of Exhale into World of Hyatt follows Hyatt’s previous forays into the wellness space.
In January 2017, Hyatt purchased the Miraval Group, a wellness resort and a spa company, for $375 million and later integrated it into its World of Hyatt loyalty program in June, 201
