COLLOQUY has long noted that the loyalty industry needs innovation and fresh proactive initiatives, particularly now that the economy is making consumer loyalty all the more crucial. That’s why Hyatt’s recently announced initiative caught our eye: "The Big Welcome," unveiled April 2, 2009, pairs a sweepstakes and a contest that in total will reward 31,095 free nights at Hyatts around the world—an initiative that Hyatt refers to as "larger than life."

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