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Hyatt hopes to get even grander with loyalty program

Hyatt hopes to get even grander with loyalty program
Hoping to make their patrons happy, the Grand Hyatt Taipei yesterday rolled out a "grander" food and beverage loyalty program that comes with NT$280,000-worth of benefits and privileges.

"Our Aspire Privilege Program aims to add value to our Club at the Hyatt Membership (package)," Grand Hyatt Taipei General Manager Shaun Treacy said.

Currently, Club at the Hyatt has 8,000 members.

"We want to grow it to 11,000 members in 2006, that's the big plan," Treacy continued.

"We are actively promoting membership to our club because we strongly believe that we are offering the most premium products and services in the market today."

The exclusive club is one of the hotel's top revenue-generators. Annually, this group accounts for roughly 25 percent of the Hyatt's food and beverage revenues, the hotelier said.

"They come (to the hotel) very frequently," Treacy said. "Previously, our membership was comprised of more mature, senior-level clients. This year, we started attracting a younger audience."

Membership to the Club costs NT$18,000. It is however money well spent for hip individuals who love the finer things in life, the hotel said.

Twenty-three of the world's top luxury brands have signed up for the Hyatt's F&B loyalty program including Mauboussin, Dolce & Gabbana, Emanuel Ungaro, Bally, Aigner, Escada, Ermenegildo Zegna, Hugo Boss, Jil Sander, Jean Paul Gaultier, and Bang & Olufsen.

Hyatt diners who will spend over NT$30,000 at any of the hotel's restaurants will get a NT$1,000 cash allowance either at Mauboussin or at Jil Sander. Those who will spend over NT$80,000 at the Hyatt may also get three vouchers worth NT$4,000 at Italian furniture maker Fendi Casa.

Each participating lifestyle and fashion brand is offering different bonuses to Club at the Hyatt members, Treacy explained.

"But if you add up all of those benefits and privileges, the total value amounts to NT$280,000," he continued.

Club membership also entitles cardholders to F&B and accommodation benefits at the Grand Hyatt Taipei.

The five-star property has nine F&B outlets.

Cafe (1F) offers a sumptuous buffet that includes Asian and Western cold appetizers, grills, hot dishes, a salad bar featuring a huge wooden bowl filled with freshly made Caesar salad, and a sushi bar. Everyday, 50 chefs work the grill, wok, pots, and pans in an open kitchen.

Those who want to unwind following a hectic day at work often head for Ziga Zaga (2F), the hotel said. Offering cocktails, rustic pizzas, and fine wines, Ziga Zaga also features live entertainment come 9:30 p.m.

Pearl Liang (2F) specializes in seafood dishes, while the Shanghai Court (2F) serves up traditional seafood, meat, and poultry dishes.

Those who are after a fine dining experience often book their tables at Bel Air (2F) which offers prime steaks and seafood. The restaurant features a marble fountain, a skylight, and two private rooms.

The Hyatt's other outlets are Irodori, Cheers, Cha Lounge, and the Lobby Lounge.

"We haven't really spoken about our Club of the Hyatt program until now," Treacy said. "It's time we bring it at the forefront of our (operations)."