Dive Brief:
- Hyatt Hotels partnered with experiential platform Way to consolidate its ancillary offerings, experiential programming and World of Hyatt Find experiences on a single platform for hotels, Way announced in a Monday news release.
- Through the partnership, Hyatt will integrate Way’s platform and application programming interfaces across Hyatt.com, the World of Hyatt mobile app, property websites and the World of Hyatt Find experiences platform. The tie-up will “enable end-to-end merchandising and marketing of thousands of bespoke offerings and experiences,” according to Way.
- Spanning hundreds of Hyatt hotels and resorts worldwide, the collaboration will also enable additional loyalty perks for World of Hyatt rewards members, part of Hyatt’s broader strategy to drive loyalty membership, Arlie Sisson, global head of digital at Hyatt, told Hotel Dive.
Dive Insight:
The partnership will help Hyatt “execute on its experiential strategy at scale,” streamlining operations, differentiating brands and enhancing personalization at every touchpoint in the guest journey, according to Sisson.
Way’s front end offers “an elevated and tailored user interface,” while its open APIs enable Hyatt’s digital teams “to build bespoke integrations and additional functionality on top of Way's infrastructure,” Sisson said in a statement.
Way’s enterprise-wide tech features include real-time translation, support for 100-plus currencies and more than 25 payment methods, as well as advanced data insights accessible at property, regional and global levels, according to the tech provider.
According to Sisson, the integration will result “in a cohesive and connected digital journey” for guests booking experiences and ancillary products across Hyatt properties.
“This integration is a meaningful step in Hyatt’s digital journey to expand the World of Hyatt ecosystem — giving members even more ways to engage with our brands and enjoy valuable loyalty benefits throughout more touchpoints of their stay,” she told Hotel Dive.
World of Hyatt members, for the first time, will be able to earn and redeem points on ancillary offerings and experiences booked through individual Hyatt hotel websites, according to Sisson. Way will power on- and off-property experiences ranging from one-time ticketed events like the Harvest Winemaker Dinner at Hyatt Regency Sonoma Wine Country, for example, to more general offerings like cabana rentals and in-room amenities.
The partnership is a win-win for guests and Hyatt owners, as several Hyatt properties participating in Way’s platform are already generating millions in ancillary revenue, Sisson shared. The hotel company has also “seen a notable increase in both bookings and ancillary revenue since collaborating with Way,” she said.
The Hyatt-Way partnership comes as the hotel company aims to grow its loyalty membership, competing with other hotel players like Marriott International and Hilton. From 2017 through 2024, Hyatt grew its loyalty membership by approximately 27% per year, “significantly outpacing the growth of our largest competitors,” CEO Mark Hoplamazian said during a Q2 2025 earnings call earlier this month.
Hotel loyalty membership across Hyatt, Marriott, Hilton, Choice Hotels International and Wyndham Hotels & Resorts surged in 2024, with brand partnerships bolstering the growth, CBRE reported in April.
Hyatt made multiple loyalty plays in Las Vegas, in particular, in 2024. The hotel company entered a licensing agreement with The Venetian Resort that made the property bookable through Hyatt channels. The company also brought Rio Hotel & Casino under its luxury Destinations by Hyatt brand.
Marriott is similarly expanding in Las Vegas through a loyalty partnership with MGM Resorts.
