Editor’s note: Jim Tierney is senior content editor at marketing and advertising firm Loyalty360, Cincinnati. This is an edited version of a post that originally appeared here under the title, “Thinking beyond the traditional customer experience at Hyatt.”
Mark Vondrasek recently joined Hyatt as its executive vice president, global head of loyalty and new business platforms. In this newly created position, Vondrasek will direct Hyatt’s integrated experience strategy, which currently includes the World of Hyatt loyalty platform as well as Hyatt’s wellness initiatives, including Miraval and Exhale. Vondrasek will also be charged with creating and scaling new business opportunities, products and servicesVondrasek joins Hyatt with more than 25 years of experience in building strong brands through the effective integration of marketing and operations. Most recently, he spent 15 years in leadership roles at Starwood Hotels and Resorts, the latest of which as senior vice president and commercial services officer. In that position, Vondrasek was responsible for the Starwood Preferred Guest loyalty program, 10 customer contact centers, mobile applications, digital initiatives, business-to-business sales strategy, revenue management and sales. During his tenure at Starwood he spearheaded many of the company’s most successful loyalty initiatives and oversaw Starwood’s strategic marketing partnerships. Vondrasek also held roles at Northern Trust, Fidelity Investments and Kemper Financial Services.Loyalty360 talked to Vondrasek about his new role and about the task of deepening loyalty engagement beyond traditional hotel stays.Vondrasek realizes that deepening loyalty engagement poses a big challenge.“The best organizations that understand loyalty get the fact that you have to think beyond the traditional experience,” Vondrasek says. “Hyatt has always been a great organization that takes tremendous care of its guests. Where...