Hyatt adds hundreds of hotels to loyalty programme following Mr & Mrs Smith buyout
Hyatt’s loyalty programme members can earn points in 20 new countries following the acquisition of the London-based travel platform by the hospitality giant last year.
The move sees World of Hyatt now offer loyalty club members the ability to earn and redeem points at 700 additional properties.
The expansion sees properties in 20 new countries, including Namibia, Fiji, Iceland, Croatia and the British Virgin Islands, now become accessible to Hyatt guests through the programme.
The integration of the London-based travel platform that boasts more than a million members around the world, comes a year after Hyatt’s launch of a new exclusive hotel sub brand, Impression by Secrets.
“Becoming a part of the Mr & Mrs Smith collection happens by invitation-only and after rigorous, anonymous reviewing, so guests know when they visit a property, they will experience something one-of-a-kind with unparalleled design, ambience and understated luxury,” said Tamara Lohan, co-founder and chief executive officer of Mr & Mrs Smith.
Mr & Mrs Smith was bought in 2023 for an enterprise value of £53 million, resulting in the addition of more than 100 of the travel company’s colleagues to Hyatt’s commercial services team.
The latest development in the deal allows for nearly half of Mr & Mrs Smith’s collection to be booked directly through Hyatt’s distribution channels, and is expected to make the World of Hyatt loyalty programme even more valuable to its 36 million members around the world.
Properties now available to members include Zannier Hotels’ Sonop in Namibia, Hotel Aguas Claras in Costa Rica, the Hideout in the British Virgin Islands and Arctic TreeHouse Hotel in Finland.
Founded in 2003 by married couple James and Tamara Lohan, Mr & Mrs Smith today provides direct booking access to more than 1,500 luxury and boutique hotels around the world and self-describes as a “travel club for hotel lovers”. What started as a printed guidebook on romantic getaways grew into a global online business with a 2022 sales revenue £128 million.
Prior to being acquired by Hyatt, the brand had a marketing partnership with IHG Hotels & Resorts but the hospitality company cut ties with Mr & Mrs Smith immediately after the Hyatt move, bringing that three-year-long deal to an end.
Hyatt has not integrated all of Mr & Mrs Smith’s hotels into its loyalty programme yet, but the corporation says it plans to introduce more in the future.
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