Small Luxury Hotels of the World, Hyatt, hotels, loyalty, scheme, program, alliance, deal, agreement, members, marketing, brands
Tiamo Resort Bahamas / Small Luxury Hotels of the World

Is new hotel loyalty alliance a future trend?

Believed to be the first of its kind, the alliance allows Hyatt members to earn points with Small Luxury Hotels of the World.

A new alliance between Hyatt Hotels Corporation and the Small Luxury Hotels of the World collection may be a sign of the future, Skift writes.

Believed to be the first of its kind, the loyalty alliance allow World of Hyatt members to also earn points at select SLH properties, although further details are still being discussed.

Chicago-based Hyatt has a global portfolio of over 700 hotels – fairly modest compared to Marriott and Hilton – while London-based Small Luxury Hotels of the World is a collection of more than 500 independent properties.

Independent collections such as SLH, Leading Hotels of the World, Relais & Châteaux and Preferred Hotels & Resorts are facing a rising tide of challenges, such as competition from soft brands like Autograph Collection by Marriott, Curio Collection by Hilton and Hyatt’s Unbound Collection.

All of these attract boutique hotels with the promise of helping out with sales, marketing, distribution and access to loyalty members.

“If independent hotel collections like Small Luxury Hotels of the World and its peers want to thrive, pursuing more loyalty tie-ins seems likely,” writes Skift’s Deanna Ting.

“But they have to be careful to stress the additional value they can bring for independent hotels. Otherwise, what’s stopping independents from flocking to the hotel soft brands?”

Filling locations
In a conference call with investors, Mark Hoplamazian, Hyatt’s president and chief executive, explained that “more than 87” of locations where SLH is represented are ones where there are no Hyatt hotels today.

“We are targeting a launch of the alliance by the end of this year. And although Hyatt is not making a financial investment in SLH, we are investing in the integration of our loyalty programs and believe this arrangement will get significant benefits for both companies and for all Hyatt and SLH hotels over time.”

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