Hyatt’s World of Hyatt loyalty programme has won the “European Loyalty Program of the Year” award at the European Loyalty Awards 2026. An independent jury chose the programme from several hundred entries. The award recognises the way World of Hyatt has moved beyond a simple points system and added more experiences and benefits for members.
World of Hyatt had 63 million members at the start of 2026. That is about seven times its membership in 2017, when the programme had around 9 million members.
Hyatt’s hotel portfolio has also grown during that period, from 14 brands to 36. The brands now cover luxury, lifestyle, all-inclusive and select-service hotels.
The programme has expanded through several partnerships. The addition of the Mr & Mrs Smith network gives members access to more than 1,200 boutique hotels in more than 100 countries.
A partnership with the Audi Revolut Formula 1 Team offers members experiences such as paddock access, meetings with drivers and luxury race-weekend packages.
World of Hyatt also offers rewards linked to dining, culture, wellness and sport, both inside and outside Hyatt hotels.
Loyalty members now account for around 48% to 50% of room nights sold across Hyatt properties worldwide. This helps Hyatt reduce its reliance on online travel agencies.
Members can also receive rewards at different stay milestones each year. These can include suite upgrades, experience credits or bonus points.
The programme is competing with major hotel loyalty schemes such as Marriott Bonvoy and Hilton Honors, which are also adding experiences and lifestyle benefits to their rewards programmes.
