Hyatt Hotels Corporation has unveiled significant changes to its award categories which will take effect on March 25, 2025, at 8:00 AM CT. These adjustments will influence 151 hotels globally, with 118 properties moving to higher categories and 33 dropping to lower categories. This marks one of the most substantial changes within the World of Hyatt loyalty program, underlining potential shifts for members dependent on points utilization.
About half of the adjustments will impact hotels within the United States. For Hyatt’s loyal members, the changes dictate how they can maximize their points, particularly for stays at properties anticipated to increase in category. To assist members, Hyatt has laid out several strategies to lock-in current rates:
- Book Before March 25, 2025: Reservations made before the cut-off will use the current award chart, regardless of stay dates.
- Modify with Caution: Any modifications to existing bookings after this date will be subject to the new award chart rates.
- Points Advance Reservations: These will not secure current pricing, and adjustments to bookings will trigger new pricing calculations based on the updated awards scheme.
On the flipside, travelers who have booked accommodations on properties transitioning to lower categories will benefit from automatic refunds to their accounts starting March 26, 2025. For example, users who booked at hotels shifting from Category 2 (8,000 points) to Category 1 (5,000 points) will receive refunds of 3,000 points. This refund policy aims to ease the transition whilst also highlighting the rapidly changing nature of Hyatt's pricing and award system.
The bottom line remains clear: While these category adjustments can be significant, they may not be as drastic as some members anticipated. Nevertheless, they could limit the value of Hyatt's free-night certificates and increase costs for popular stays. Therefore, individuals considering travel this year should prioritize locking in current rates swiftly if interested in properties eleveting to higher categories.
Meanwhile, Plaza Premium Group recently celebrated its triumph at the Hong Kong Business Greater Bay Area Enterprise Awards 2025, being recognized for its innovative digital experience through the Smart Traveller platform. This award marks another milestone for the company, which is renowned for providing comprehensive airport hospitality services globally.
Smart Traveller is distinguished as the leading global airport rewards program, allowing frequent travelers to earn points redeemable for enhanced airport services— including lounge access, accommodation options, and dining experiences. The platform’s recent upgrade—Smart Traveller 2.0 launched back in December 2024—brings multiple new features, enhancing user experience significantly.
Features of Smart Traveller 2.0 include:
- User-Friendly Interface: Prioritizing smooth navigation and simplicity for users.
- Real-Time Lounge Access: Travelers can link credit cards to check lounge access entitlements instantly.
- Instant Flight Alerts: Ensuring users receive prompt updates about flight status changes.
- Exclusive Offers: Access to special discounts and promotions.
- WeChat Mini Programme: Targeted at mainland Chinese travelers, offering straightforward management of bookings.
Simon Huang, Managing Director of Smart Traveller, expressed pride over the award, stating, “Receiving this award is a testimony to our commitment to enhancing travel experiences through innovative solutions.” This recognition is pivotal as it emphasizes Plaza Premium Group’s continuous drive to innovate and cater to the needs of travelers.
Finally, the AiMCO Awards recently lauded Fabulate, the leading Australian influencer technology platform, which for the second consecutive year won the title of Best Influencer Marketing Technology. This accolade reflects significant growth for the platform, which has rolled out various product enhancements this year. According to Toby Kennett, CEO of Fabulate, the company is firmly committed to improving analytics and facilitating easier transactions between brands and creators.
The growing influencer marketing space—valued at over $800 million—is seeing substantial shifts as platforms like Fabulate emerge as preferred partners for brands and leading influencer agencies across the Asia-Pacific region. This recognition not only spotlights Fabulate's contribution to the influencer economy but also highlights the innovation necessary to navigate this rapidly changing industry.
Overall, 2025 stands to be a pivotal year for brands, consumers, and travelers alike, as hospitality and marketing sectors continue reimagining experiences through innovation, technology, and responsive strategies.