The Hyatt group has announced a strategic partnership with Asilia Africa , a leading safari operator in East Africa, enabling members of the World of Hyatt program to book 15 luxury camps through the Mr & Mrs Smith platform . This collaboration opens up new opportunities in the high-end responsible travel segment.
Summary
A partnership formalized by Hyatt
According to a press release issued from Chicago on December 9, 2025, World of Hyatt members can now earn and redeem points when booking a stay at Asilia Africa camps through Mr & Mrs Smith . This integration expands access to safari experiences in exceptional natural settings in Kenya, Tanzania, and Uganda.
“Travelers today are looking for high-impact experiences that combine emotion, authenticity, and sustainability,” explains Laurie Blair, Vice President of Global Marketing and Loyalty at Hyatt. “With Asilia, we share the belief that a safari can be both an unforgettable adventure and a catalyst for local transformation.”
Asilia Africa: Immersion in the vast spaces of East Africa
Travelers can access 15 safari camps located in the heart of East Africa's iconic ecosystems. According to Hyatt's press release, these camps allow guests to explore major conservation areas while supporting hospitality models rooted in the local communities.
“For conservation to work, local communities must benefit,” emphasizes Matt Starkey, Managing Director of Asilia Africa. This shared vision between Hyatt and Asilia is part of a sustainable hospitality approach and a commitment to local communities.
An enhanced loyalty program
Thanks to this partnership, World of Hyatt members can accumulate points on stays booked through Mr & Mrs Smith. According to the press release, loyalty benefits include the ability to redeem accumulated points for free nights, upgrades, or experiences offered by Hyatt.
Members with compatible credit cards can also earn bonus points, subject to their card's specific terms and conditions. These benefits extend the program's reach to the luxury safari sector, which has been less accessible through traditional hotel programs.
Hyatt continues its strategy focused on experiential travel
With this acquisition, Hyatt strengthens its position in the premium experiential travel segment. This integration complements the group's presence in the luxury market with brands such as Andaz, Thompson , and Alila. It responds to a growing demand for personalized, immersive experiences that respect the natural environments visited.
The benefits of the World of Hyatt program
| Advantage | Hyatt Program | With Asilia Africa |
|---|---|---|
| Accumulation of points | Points based on expenses and status | Points earned via Mr & Mrs Smith |
| Type of experience | City breaks and resorts | East African Safaris and Camps |
| Using the points | Free nights or experiences | Same benefits for Asilia camps |
| Local commitment | Responsible initiatives according to Hyatt brands | Community-based approach and conservation |
| Travel style | Luxury and well-being | High-end nature and adventure immersion |
Key takeaways
- Hyatt is integrating 15 Asilia Africa camps into its World of Hyatt program through Mr & Mrs Smith.
- Members can earn and use their points on premium safaris in East Africa.
- The partnership promotes a more immersive and territory-oriented approach to travel.
- Hyatt is strengthening its position in the experiential luxury segment.
- An opportunity for tourism professionals looking to diversify their offering in the premium market.
And now ?
For tourism professionals, this alliance illustrates the rise of responsible and experiential luxury travel. By 2026, the Hyatt safari could establish itself as a new benchmark in the international market, combining comfort, loyalty, and immersion in the heart of East African ecosystems.
Updates
Article updated on December 10, 2025, following the official statement from Hyatt Hotels Corporation.
Sources
Hyatt Newsroom
Asilia Africa
Mr & Mrs Smith
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