Alila to merge with Hyatt’s loyalty programme

Alila will soon integrate its loyalty programme with the World of Hyatt in a development that follows Hyatt's acquisition of Two Roads Hospitality, the operator of Alila. The integration will begin in the second half of this year.

World of Hyatt itself was revamped from Hyatt Gold Passport in 2016. “World of Hyatt is also very new. They are also excited, knowing that Alila with our ‘experiences’ is going to be really sought after by members,” Doris Goh, chief marketing officer, Alila, told CEI. Goh explained that the experiential offerings of Alila remains to be the cornerstone of the brand.

“Are we going to go right off with MICE? I don’t think we need to, we have Hyatt, they are very good in that, for us, we want to continue in our niche,” said Goh. "We are very fortunate to leverage the greatness of Hyatt, with their sales distrubution, and their structure will help to propel us, so we are really going to grow, it's important that we start it right."

Goh explained that the resort settings of Alila properties, however, caters to company retreats for clients such as Porsche and Maserati. “They love what we do for them in the outdoors, it goes in line with their products, it's all part of a holistic lifestyle,” said Goh.

The World of Hyatt portfolio of brands for luxury and wellbeing include Park Hyatt, Miraval, Exhale, Andaz and Hyatt Centric.