US: Choice Hotels has announced a set of expansions to its loyalty programme to show commitment to its most dedicated customers.
The updated programme will lower the threshold for certain rewards and statuses, as well as adding new benefits.
Jamie Russo, vice president, loyalty programs and customer engagement, Choice Hotels said: “Even during this crisis, our members found a number of ways to engage with us and make a difference. Some of them are essential and frontline workers who chose to stay in our small-business hotels, and others showed their generosity by donating their Choice Privileges points to aid recovery efforts.
“Our latest loyalty program changes tell our members that we appreciate their continued support and our hotels are here to welcome them whenever they feel safe traveling again.”
The new updates are:
- Flexible Points Redemption: Pausing the expiration of loyalty points until Dec. 31, 2020, for all members.
- Reduced Elite Status Requirements: Reducing the number of nights members are required to stay in 2020 to qualify for elite status in 2021.
- Upgrades and Extensions for Gold and Platinum Members: Upgrading the status of current Gold and Platinum elite members, effective June 1 – Dec. 31, 2020. Gold members will be upgraded to Platinum and Platinum members to Diamond.
- Extensions and Bonus Points for Diamond Members: Extending the status of current Diamond members through Dec. 31, 2021, and offering a 10 per cent bonus – in addition to their existing 50 per cent bonus – on points earned through Dec. 31, 2020.
Choice is also allowing its members to donate points towards various charitable causes, including the American Red Cross and the International Franchise Association. Members have already donated over 22 million points to these organizations.
Choice is not alone in re-evaluating its loyalty programme. Hotels.com is doubling its members stamp counts until the 24th, while Accor has shifted its loyalty programme to an online content focused platform.
