And as newer travelers transition eventually into the elite ranks, that may pay off; multiple studies show that tomorrow's loyalty program needs to better cater to younger travelers and have multiple redemption options. In Hyatt's earnings call last week, CEO Mark Hoplamazian even foreshadowed this when saying that the new team "bring[s] tremendous depth of experience in taking consumer info and data and translating that into initiatives that really add value to the program," adding, "You can expect to see some changes over the next year as they spool up their efforts." The tide, it seems, may quickly be turning at World of Hyatt.