Hyatt may be hemorrhaging elite members, but that has not stopped the hotel chain from committing one of the biggest cardinal sins in loyalty: essentially a no-notice devaluation.
At 9:01pm CT On January 31, 2018, two hotels changed categories. Strangely, Hyatt provided only seven hours of notice.
- Hyatt Place Knoxville/ Downtown – Category 1 to Category 2
- Hyatt House Washington DC/ The Wharf – Category 2 to Category 3
And my question is…why?
Two lower-tier hotels that Hyatt forgot to change with a handful of others last month (where at least we were give 48 hours of notice…)? We’re not talking about a newly remodeled hotel changing several category levels. Instead, we are talking about the most minor of changes. Really, did someone simply wake up and say, “Let’s make World of Hyatt members angry today?”
The problem is rarely the actual devaluation, but how it is communicated. Hyatt faces a trust deficit with their members right now and has failed at the most elementary level to realize that no-notice program changes are counterproductive.
I try to give Hyatt the benefit of the doubt whenever possible. I fairly reported a couple days ago on my Hyatt Concierge experience. But I simply cannot understand the logic behind Hyatt’s latest no-notice devaluation of two hotels.