Grand Hyatt Dubai iZ Restaurant
Dine In by Hyatt, an exclusive programme that rewards loyal members with savings and privileges, is to offer Hyatt diners more intangible benefits following the results of extensive surveys and focus groups.
Between May and July 2010, Hyatt Corporation in conjunction with YouGov Siraj, conducted three phases of research involving active Dine In by Hyatt members across Dubai who currently have online access to 29 restaurants and bars across the city - restaurants.dubai.hyatt.com
From an online survey involving 493 participants (phase one) to a mini focus group involving four groups of four/five participants, (phase two) and a second online survey involving 372 participants (phase three), key research objectives aim to:
Understand dining attitutes and habits of Hyatt loyalty programmeme members
Understand attitudes and habits regarding dining loyalty programmemes (including perceptions towards Hyatt and its competitors‘ programmes)
Understand the drive behind a successful loyalty programme
‘‘The results of our extensive research means we now offer members an easy-to-use programme with prefered pricing and the opportunity to earn more rewards. Following our research we are focusing on broader redemption options including strategic alliances with extended business partners. We are enhancing existing offers to ensure that customers are more engaged with Dine In by Hyatt activities. We have focused on making rewards and redemptions easy to understand and easy to enjoy. This is now the power of the programme,” said John Beveridge, Area Director for Hyatt Hotels in Dubai and General Manager, Grand Hyatt Dubai.
Around 77% of those surveyed said ‘good deals’, ‘earning rewards’ and ‘saving money’ are key factors of the programme while some 70% said ‘ease of redemption and earning’ is vital. Around 58% of members said a ‘simple to use programme’ should be put in place.
For high point earners, ‘good communication’ surrounding the programme is a key factor (57%) while restrictions to certain events, or unreasonable conditions to earn points were viewed negatively.
Frequent Hyatt diners insisted that ‘true loyalty’ is not always about saving money and stated that intangible benefits such as ‘recognition’, ‘prestige’ and a ‘sense of community’ is of the utmost importance.
Along with a new slogan of ‘Dine In by Hyatt, Never Been Simpler to Enjoy’, the company has been actively promoting its new campaign across radio and print media across the city.