Hyatt Hotels Corporation has announced that its World of Hyatt loyalty program has been named European Loyalty Program of the Year by the European Loyalty Awards.
The award recognizes the program’s approach to member value, choice and experiences. Now in its second year, the European Loyalty Awards recognize loyalty programs and initiatives across Europe. Winners are selected by an independent panel of judges from hundreds of entries.
World of Hyatt received the highest accolade presented at the awards. According to Hyatt, the program was recognized for its continued development from a traditional hotel rewards program into an experience-focused loyalty platform.
The company said the program aims to provide members with transparent value, greater choice and more personalized ways to engage with Hyatt during and beyond their hotel stays.
World of Hyatt focuses on value and experiences
“We are honored by this recognition and grateful to our colleagues and loyal members for making it possible.” said Laura Picken, Regional VP Loyalty at Hyatt. “Today’s travellers expect loyalty to offer more than points. They want trusted value, meaningful recognition and experiences that reflect what matters to them. By combining transparent program value with greater choice and distinctive experiences, we are giving members more reasons to engage with Hyatt across brands, destinations and different stages of their travel journey.”
According to Hyatt, World of Hyatt combines a transparent award chart with personalized recognition and access to experiences.
The award chart allows members to see how many points are required for different rewards. Meanwhile, the program offers experiences and access opportunities that the company says are intended to encourage engagement beyond traditional hotel rewards.
World of Hyatt membership reaches 63 million
The recognition comes as World of Hyatt continues to expand its membership base.
The program entered 2026 with 63 million members and counting, according to Hyatt. The company said its membership has grown sevenfold globally since 2017.
That growth spans Hyatt’s portfolio of 36 brands. In addition to hotel stays, World of Hyatt offers opportunities connected with sport, culture, wellness, food and entertainment.
Earlier, the addition of Mr & Mrs Smith to the Hyatt portfolio expanded members’ access to more than 1,200 hotels across more than 100 countries, according to the company.
The partnership also increased the range of destinations available through the World of Hyatt program.
Formula 1 partnership expands World of Hyatt experiences
Earlier this year, World of Hyatt was also announced as the official hospitality partner of the new Audi Revolut Formula 1 Team.
The partnership brings Formula 1-related experiences into the World of Hyatt loyalty program. Members can access experiences including paddock tours, driver meet-and-greets, private hospitality lounges and luxury weekend itineraries.
According to Hyatt, the partnership gives World of Hyatt members access to Formula 1 events and hospitality experiences beyond the racing circuit.
Related Coverage
Hyatt Appoints Guido Fredrich to Lead Luxury and Lifestyle Development in EAME
Hyatt Signals Loyalty-Led Growth Push Across EAME with Geoffray Maugin Appointment
