In the world of travel, loyalty used to be everything. But in 2023, it’s not quite as clear cut. Airlines and hotels have been steadily reducing the perks and rewards they offer to their most frequent and high-spending customers. For airlines, it takes more flying and more cost to achieve top-tier elite status, and reward flights are harder to come by. For hotels, redemption rates have gone up and it takes many nights to gain top-tier loyalty.
So, the question arises: is it still worth it to stay loyal to travel brands? The answer is not a simple one. On one hand, loyalty can still provide some benefits, such as priority boarding, free checked bags, and room upgrades. But on the other hand, these benefits may no longer be worth the extra cost and effort required to achieve them.
For airlines, the reduced benefits of top-tier elite status mean that travelers may want to shop around for the best price rather than spending more money to achieve a status that no longer provides significant benefits.
This is especially true given the difficulty in finding reward flights. Similarly, for hotels, the increased redemption rates and the high number of nights required to achieve top-tier loyalty may no longer make it worth it.
Another factor to consider is the rise of alternative travel options, such as Airbnb and ride-sharing services. These options provide travelers with more choices and can often be more cost-effective than traditional hotels and taxis. This means that loyalty to a specific brand may not be as important as it once was.
In the end, the decision to stay loyal to travel brands ultimately depends on the individual traveler’s preferences and travel habits. For some, the benefits of loyalty may still be worth it, while for others, it may make more sense to shop around for the best price and options. However, given the trend towards reduced rewards and benefits, it’s important for travelers to carefully consider their options and make informed decisions.
In terms of Hotel loyalty programs we still think Hyatt’s World of Hyatt program is the gold standard.
Hyatt Globalists are the highest tier of the World of Hyatt loyalty program. To achieve this status, members must earn 60 qualifying nights or 100,000 base points in a calendar year. That represents a $20,00 USD spend. Here are some of the benefits that Hyatt Globalists receive:
- Complimentary upgrades to a standard suite (subject to availability at check-in)
- Complimentary breakfast for up to two adults and two children registered in the same room
- Access to the Club Lounge or daily food and beverage credit at select hotels
- 30% bonus points on eligible purchases
- Guaranteed room availability up to 72 hours in advance of arrival
- Priority access to early check-in and late check-out
- Complimentary parking and waived resort fees on eligible stays
Marriott Bonvoy Platinum Elite is the second-highest tier of the Marriott Bonvoy program and probably a sweet spot when doing a cost-benefit analysis compared to the Titanium level. To achieve this status, members must earn 50 qualifying nights or 50,000 base points in a calendar year. Here are some of the benefits that Marriott Bonvoy Platinum Elite members receive:
- Complimentary room upgrades (subject to availability at check-in)
- Complimentary breakfast for up to two adults and two children registered in the same room
- Access to the Club Lounge or daily food and beverage credit at select hotels
- 50% bonus points on eligible purchases
- Guaranteed room availability up to 48 hours in advance of arrival
- Priority access to early check-in and late check-out
- Complimentary enhanced internet access and free premium Wi-Fi
So, are these benefits worth it? It ultimately depends on the individual traveler’s preferences and travel habits. For frequent travelers who often stay at Hyatt or Marriott properties, the benefits of these programs can be significant. Complimentary upgrades to suites and access to club lounges can provide a more luxurious and comfortable experience. Complimentary breakfast and waived resort fees can also save travelers money.
However, it’s important to consider the cost and effort required to achieve these elite statuses. For Hyatt Globalist, 60 qualifying nights or 100,000 base points in a calendar year may be a significant investment. Similarly, for Marriott Bonvoy Platinum Elite, 50 qualifying nights or 50,000 base points in a calendar year may not be feasible for all travelers.
For airlines the equation may be a little murkier because with full planes these days, there are definitely less upgrades to be had and frequent flyer miles aren’t as valuable as they once were. We remain SuperElite 100K with Air Canada which is their top tier and equates to Star Alliance gold. The benefits are quite good, but the cost of staying loyal is definitely rising.
