Here's an interesting twist. Gaining from the lessons learned from Marriott, Hyatt is launching a new set of enhancements to their loyalty program, Hyatt Gold Passport. To increase their capacity to gain feedback and understand what really matters when it comes to loyalty, Hyatt is conducting an essay contest!
The prizes: "Three people will win 365 free nights, 30,000 people will win one free night (10,000 in each of three regions around the world), and countless others will have a chance to experience Hyatt world-class hospitality through our new programs." *
Are you planning to enter?
As a Diamond member with Gold Passport I also got the email: seems they are hankering for a video to increase the chances of winning. Kind of Hyatt's Funniest Home Videos if you will.
Lesser prizes are available and no video or essay is required. You need to join Hyatt Gold Passport to enter, unless there was some little twist in the Rules that I missed.
Hyatt is building membership in their program and they need people to market to. They can't buy a list from Marriott or Hilton or Starwood which would violate member privacy, but they can conduct a contest hoping to get the names and contact information of the business and leisure travellers who opt to participate in the contest. At that point, they have acquired contestant name and contact information - legally. If you opt-in, they will market other services. There are legal, administrative, marketing and production costs associated with any contest of this magnitude. So, to build membership they are willing to spend. Given the stakes - 365 Free Nights - Hyatt's campaign is likely to be successful. In fact, the Gold Passport progam is the fastest growing program*: