Hotel loyalty: smaller (but nicer) rewards, more flexibility

If you are a member of the zillion hotel loyalty programs in the world, you will be pleased to know that your spending options are improving. Many programs are offering more flexibility in the area of burning points or credits, with more interesting and sometimes smaller rewards.

If you are not traveling on a weekly base, it may take some time to accrue enough points for a free night’s stay. As Kendra Hayden, senior manager for the Hilton HHonors puts it in a feature article on hotelnewsnow.com, hotel guests “want to be able to redeem their points more quickly and have more flexibility in the way they redeem them; in effect, they want more choice and control.”

Hilton and other hotel groups have listened carefully to the customer’s voice. Hilton now offers its loyalty program members room selection and customization via mobile and Internet-based floor plans. The hotel chain also offers its best customers an upgrade to a premium room or suite with – this is important – no blackout dates.

Kimpton Hotels & Restaurants (61 boutique hotels in 27 cities throughout the U.S.) is now rewarding guests every time they talk about a great experience on Facebook, Twitter and other social media. The Karma Rewards program of the hotel group offers small bonuses like free Wi-Fi and the $10 “Raid the Bar” credit. “Tweet about us, post on Instagram, attend a wine hour, attend a cooking class—we reward based on all of those things,” a hotel spokesperson said.

Other hotels offer ‘soft benefits’ such as complimentary shuttle rides and free welcome bags and pre-reserved passes to recreation and wellness centres close to the hotel. Other hotel groups found out that early check-ins and late checkouts are high on many travellers’ wish lists, and free hotel nights are at the very bottom. And changed its loyalty program accordingly.

Further reading on hotelnewsnow.com