Hyatt Hotels Corporation announced a new loyalty alliance with Small Luxury Hotels of the World (SLH), a collection of more than 500 independent luxury hotels.
The agreement will allow World of Hyatt members to earn and redeem benefits across a wider selection of hotels. The launch is targeted for the end of this year.
“For SLH, our hotels are our brand, and we look forward to expected increased occupancy with significant exposure to the World of Hyatt program’s more than 10 million members,” Filip Boyen, chief executive officer, Small Luxury Hotels of the World, said in a statement.
During a conference call with investors to discuss second quarter earnings for Hyatt, Mark Hoplamazian, Hyatt’s president and CEO, noted that more than 87 percent of SLH properties are in destinations where there are no Hyatt Hotels today.
“Our respective footprints are complementary with very little overlap, and this will greatly expand our collective offerings to loyal guests from both companies,” Hoplamazian said. “The Lefay Resort & Spa Lago di Garda in Italy, with its deep dedication to well-being; or the magnificent Villa Spalletti, a beautiful villa hotel just minutes from the Trevi Fountain in Europe; or the Nobu Hotel in Marbella, which brings contemporary luxury to the Golden Mile in Southern Spain — all of these are markets in which we have no Hyatt-branded hotels at this time.”
Hoplamazian went on to say that Hyatt believes the exclusive alliance will not only enhance the value to existing World of Hyatt members, but will also attract new members over time.