Hyatt Selects Former Starwood Exec to Manage World of Hyatt Loyalty Program
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Hyatt announced a new executive vice president, global head of loyalty and new business platforms last month, but Mark Vondrasek wasn’t expected to manage the day to day of the chain’s loyalty program. Hyatt continued its search for someone to handle that critical role, and we just got word of who that new executive will be.
The new head of World of Hyatt will be Amy Weinberg, a 20-year industry vet who once spent 12 years as senior vice president, consumer insights for Starwood Hotels and Resorts, where she helped to support the Starwood Preferred Guest loyalty program. Weinberg starts in her new role Tuesday.
We haven’t yet had a chance to chat with Weinberg, but the chain did share the following quote:
“I have always admired Hyatt and its dedication to caring for guests, members and colleagues. I’m thoroughly familiar with the World of Hyatt loyalty platform and eager to build upon the strong foundation Hyatt has created with its guests, both within and beyond traditional hotel stays. It’s an exciting time as Hyatt expands into wellness and other opportunities, and I look forward to helping drive overall guest engagement across Hyatt’s portfolio of brands.”
The new World of Hyatt program hasn’t been as well-received as the chain probably hoped — while more customers are signing up, a new increased stay requirement makes achieving top-tier Globalist status much more difficult, though a recent promotion should bring that tier within reach for some customers. I had written off the program for my own travels due to the new 60-night requirement, but I’m reconsidering thanks to Hyatt’s latest shortcut — currently, I’m still 10 nights shy of the target, though.
I’m hopeful that the program’s new leadership, with Weinberg and Vondrasek, will bring stay requirements back in line with the 50 nights expected with Starwood Preferred Guest. And, for the next overhaul, I’m sure the majority of customers and employees would prefer some more straightforward elite tier names — we’re more than half a year in and I still get mixed up from time to time.
Featured image of the Park Hyatt Mallorca.
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