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Hyatt's Fall Promotion - Nice but Not for All

Unlike an almost identical promotion that Hyatt ran a year ago, the hotel's fall 2014 bonus offer is targeted. In other words, only Gold Passport members who meet certain criteria are eligible to receive the bonus points.

Offer Details

Between September 1 and November 30, Gold Passport members -- some Gold Passport members, that is -- can earn up to 50,000 bonus points, as follows:

  • Five nights - earn 5,000 bonus points
  • 10 nights - earn an additional 10,000 points
  • 15 nights - earn an additional 15,000 points
  • 20 nights - earn an additional 20,000 points

Registration is required.

Deal or No Deal

Gold Passport members normally earn five points per $1. So a $150 night would net 750 points.

The 5,000-point bonus after five nights amounts to 1,000 bonus points per night, somewhat more than doubling the normal 750-point payout in our example.

After 10 nights, the cumulative bonus would be 15,000 points, or 1,500 bonus points per night. That would be triple the normal payout.

And after 20 nights, the cumulative bonus of 50,000 points would be 2,500 extra points per night, more than quadrupling the normal 750-point-per-night payout.

Double points is a ho-hum bonus. Quadruple points, on the other hand, could be a game-changer. But that only applies after 20 or more nights, a very high hurdle.

Winners & Losers

Aside from the promotion's potential value points-wise, there's the issue of eligibility, and the lack thereof.

On Flyertalk, a website where points-obsessed travelers parse airline and hotel promotions ad nauseam, the reaction among non-targeted members of Hyatt's loyalty program was predictably negative.

Typical was this comment from dclocation: "I am Diamond and I am not targeted. Not sure how their algorithm works. My stays are mostly $350+/night so far this year. I have another 50+ nights planned for the rest of the year. I guess I should maintain my Marriott Platinum status..."

Others were targeted, but for lesser offers. According to benks, "'You are now registered to earn 2,000 Hyatt Gold Passport bonus points after each of your next 3 eligible stays from September 1 through November 30. That's a total of up to 6,000 points!' Pretty weak compared to the main promotion some got, but I guess better then nothing ..."

As Rivarix, another Hyatt Diamond elite member, put it: "This sounds like standard corporate gimmick where new/returning members are deemed to be more valuable as they bring in incremental revenue. Only problem is that in this day and age, everyone shares their info and when people find out that others getting targeted promo and they don't, it makes them question their loyalty to Hyatt program ..."

Reader Reality Check

How does not being targeted for a promotion affect your loyalty to a loyalty program?

This article originally appeared on FrequentFlier.com.

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