Skift Take
As of last month, elite World of Hyatt and American Airlines AAdvantage members can earn more points and miles with a new joint loyalty collaboration from American Airlines and Hyatt. It’s a smart move considering the likelihood of customer overlap.
Airlines and hotels alike are realizing that a sustainable loyalty business needs to provide real value to consumers in how they can earn and redeem their miles and points. According to a global study conducted by Oracle, “consumers are selective when it comes to signing up for loyalty programs and look for real relevance.” Thirty percent of survey respondents said they rarely join loyalty programs, 46 percent only sign up to select relevant programs, and just 24 percent sign up to every loyalty program they’re offered.
For airlines and hotels, partnering together is one solution to make their programs more attractive, as those who fly and those who stay in hotels typically overlap. Earlier this year, American Airlines and Hyatt Hotels announced
