Hyatt’s Carmel Valley Ranch will be rebranding as it switches over from Hyatt’s Joie de Vivre Hotels to The Unbound Collection by Hyatt next week. The property is currently a World of Hyatt Category 6, with free nights starting at 25,000 points per night.
Last year we shared how, Hyatt will begin welcoming Joie de Vivre Hotels as the next former Two Roads Hospitality brand to join the World of Hyatt loyalty program. World of Hyatt members will have the ability to earn and redeem points and enjoy in-hotel benefits at 14 participating Joie de Vivre hotels located throughout the U.S., when paying an eligible rate or redeeming a free night award for stays as of May 15, 2019.
Per Hyatt,
On January 17, 2020, Carmel Valley Ranch will rebrand from Joie de Vivre Hotels to The Unbound Collection by Hyatt brand. This change comes on the heels of Hyatt’s recent integration of the four former Two Roads Hospitality brands loyalty integration, after acquiring the company in November 2018.
Carmel Valley Ranch is a 500-acre property featuring all suite accommodations and sprawling with local treasures, making it best suited from a brand perspective for The Unbound Collection by Hyatt brand. This portfolio of new and existing premium hotel properties ranges from historic urban gems to contemporary trend-setters and boutique properties to resorts. Whether it is a fascinating past, an exclusive location, famous architecture and design or more, each hotel has its own distinct narrative and creates novel, story-worthy experiences for guests.
When rebrands happen, it always makes you think why is a hotel better suited as one brand vs. another. It could be that Hyatt is looking to phase out Joie de Vivre Hotels and convert these to other brands, and is testing the water with the Carmel Valley Ranch.
Feel free to share your thoughts in the comments below on the rebranding of the Carmel Valley Ranch.
See related World of Hyatt posts:
- Thompson Hotels Joins World of Hyatt Program
- Hyatt & Small Luxury Hotels of the World (SLH) Loyalty Alliance
- World of Hyatt Grows SLH Loyalty Alliance with Added Participating Hotels
- World of Hyatt Adds 57 More SLH Properties to Program
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WoH Brand explorer:
5 WoH brands = 1 complimentary cat. 1-4 night.
10 WoH brands = another complimentary cat. 1-4 night
Stay while this hotel still is branded as Joie the vivre, earn the Joie the vivre brand bonus. Stay again when it becomes Unbound collection by Hyatt = earn Unbound collection brand explorer. Award, points and cash and revenue count.
What a joke.
In this one case, I see how CVR did not fit in with JDV’s other properties. However, in general, we are seeing examples of Hyatt moving properties between brands because management has no frickin clue how to differentiate their new brands.
I said long ago that Hyatt wouldn’t figure out how to have both Unbound and JDV. I wish they were proving me wrong, but they aren’t.