Hyatt Hotels Corporation today announced that its loyalty program World of Hyatt has been named European Loyalty Program of the Year by the European Loyalty Awards, recognizing its distinctive approach to member value, choice and experiences. Now in its second year, the prestigious awards celebrate the leading loyalty programs and initiatives across Europe, with winners selected by an independent panel of judges from hundreds of entries submitted.
The European Loyalty Program of the Year is the highest accolade presented at the awards and given the strength and caliber of this year’s entries, represents a significant achievement for World of Hyatt. As the fastest growing loyalty program in the global hospitality industry, World of Hyatt was recognized for its continued evolution from a traditional hotel rewards programme into an experience-led loyalty ecosystem. The award reflects World of Hyatt’s commitment to offering members transparent value, greater choice alongside more personal ways to engage with Hyatt during their stays and beyond them.
“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.”
What differentiates World of Hyatt is the combination of trusted value and emotional connection. A transparent award chart helps members understand exactly what they can get for their hard-earned points, while money-can’t-buy experiences, personalized recognition and exclusive access create deeper engagement with the brand. Together, these elements are designed to make loyalty feel personal rather than transactional.
The recognition comes as World of Hyatt continues to grow in scale and engagement. The program entered 2026 with strong momentum, with 63 million members and counting and globally growing 7x since 2017. That growth is driven by highly engaged members and moves across Hyatt’s family of 36 brands.
The programme extends beyond hotel stays through curated opportunities across sport, culture, wellness, food and entertainment. The addition of Mr & Mrs Smith to the Hyatt brand, for example, gives members access to more than 1,200 distinctive hotels across more than 100 countries, expanding their choice of destinations. Earlier this year, World of Hyatt was also announced as the official hospitality partner of the new Audi Revolut Formula 1 Team, bringing the excitement of motorsport beyond the circuit and into unforgettable travel experiences for members. World of Hyatt members can now enjoy access to the sport’s most iconic moments, from paddock tours and driver meet-and-greets to private hospitality lounges and luxury weekend itineraries.
