Hyatt Puts the Former Head of SPG in Charge of Loyalty
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A former SPG executive is making the move to Hyatt. On Monday, Hyatt announced that it’s appointing Mark Vondrasek as the executive vice president for global head of loyalty and new business platforms. In the new role, Vondrasek will direct Hyatt’s integrated experience strategy, meaning the World of Hyatt program, as well as the company’s wellness initiatives, Miraval and exhale.
This isn’t Vondrasek’s first position with a hotel loyalty program. Most recently, Vondrasek was Starwood Preferred Guest’s senior vice president and commercial services officer. Vondrasek was not only in charge of the SPG loyalty program, but also the company’s 10 customer contact centers, mobile applications, digital initiatives, business-to-business sales strategy, revenue management and sales.
In his new role with Hyatt, Vondrasek will report directly to the company’s president and CEO Mark Hoplamazian.
“We are fortunate to welcome a leader with a reputation for transformation who can accelerate Hyatt’s loyalty program, advance innovative products and expand Hyatt’s partnerships,” Hoplamazian said. “This work is critical to our experience-based growth strategy and will deepen the relationship we have without existing guests as well as expand our base of customers.”
According to Bloomberg, Vondrasek was Senior Vice President of Commercial Services at Starwood Hotels & Resorts Worldwide Inc. from August 6, 2015 to September 23, 2016 and had been its Senior Vice President of Distribution, Loyalty & Partnership Marketing from 2006 to August 2015.
It’ll be interesting to see what Vondrasek has in store for the World of Hyatt program. Hyatt made the move from the Hyatt Gold Passport program to the World of Hyatt program in March, so it’s still fairly new. Vondrasek’s previous company, Starwood, is in the midst of a merger with Marriott, with the future of the SPG program still largely unknown.
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