Hyatt CEO Mark Hoplamazian was a speaker at the 2026 International Hospitality Investment Forum (IHIF) EMEA in Berlin this week, delivering a sermon on the “sanctity” of loyalty.

CoStar News was present at the event and filed a story about Hyatt’s CEO’s take on loyalty, which is rather eye-opening: we should forget points and build an emotional relationship with this Chicago-based company instead.

Apparently, when you email Hyatt to complain that your Globalist Suite Upgrade wasn’t honored or that the “Globalist Breakfast” has been enhanced away into a voucher for a granola bar, you aren’t just a frustrated customer. You are a person who feels “objectified” by a “commercial transaction.”

In what can only be described as a masterclass in corporate BS, Hoplamazian suggested that traditional points-based programs – you know, the thing you actually sign up for and prefer – might be “objectifying” guests.

Points Are Out, “Emotions” Are In

According to Hoplamazian, World of Hyatt was conceived as an “experience platform,” not a points program. He claims his most “angry and irate” emails come from guests who feel the relationship is merely transactional.

Let’s be frank: Loyalty programs are, by definition, transactional.

We give Hyatt our money (revenue premium to stay at a branded property) and our data. Hyatt gives us points and perks like late checkout (if the hotel feels like it) and breakfast in return. I have emotional friendships with friends and family, not with multinational corporations.

Conclusion

I feel that many of these CEOs are completely detached from what really happens on the ground and parrot the notes from the corporate communications department.

It is clear, however, from this CEO’s “chat” and what Hyatt was recently surveying, and the double point devaluation that is about to hit us next month, that the only lipstick that he can put on a pig is to claim that they are “pivoting” away from points to emotional connections.

Hyatt 2026 Award Category Changes In Effect May 7

Hyatt Surveys Elite Benefit & Milestone Rewards Changes + Possible New Tier Above Globalist

Hyatt Devalues Standard & Peak Awards By Up To 67% In May 2026 & Category Changes Coming

I guess the emotional connection we all soon have with Hyatt is when we cry about how devalued our points have become.

The only way you can come “ahead” with these “loyalty” (read: revenue maximization) programs is to treat them as your vendors and have ZERO emotional attachment to them. If you don’t feel that you get enough back considering the money you spend, fire them.

Source