Skift Take
Sharing is caring. But it can also drive viral marketing for a hotel loyalty program.
Hyatt said on Thursday it would improve its hotel loyalty program in January. Hyatt's most notable change will be to expand the ability of program members to give some benefits to friends and family in one-off gifts.
Some backstory: Hyatt's loyalty program has, since 2015, included a perk that allows elite members to extend their perks to others occasionally. Called Guest of Honor, the benefit has let members with its highest status tier, Globalist, give someone else the same benefits for one stay without being present.
"For our members who have been able to set up stays for people that they care about, the feedback has been very positive, and usage is quite high," said Beth Lubotsky, head of loyalty st