SPECIAL REPORT
EXPERIENCE is
EVERYTHING
Guests got to hang out with Andy Grammer during his November pop-up concert at L . A .’ s Crowne Plaza hotel .
neo-traveler ’ s desire for meaningful experiences . Zidell is mum on specifics but says Hyatt has “ some creative ways to point out empathetic gestures in the travel experience and reward that .”
Zidell adds that the program will continue to focus on the high-end traveler and perhaps those who may no longer be enamored of SPG as it pairs up with Marriott .
“ We have always operated on our own timetable , so it ’ s not about what others are doing ... and we are now the only multi-brand , multi-national hotel company focused on high-end travelers .” He adds , “ you have to admit in light of all the change , now is a great time to win the hearts and minds of new travelers .”
KEEPING IT SIMPLE Wyndham Rewards simplified its program in 2015 by standardizing the amount of points it takes to earn a free night at 15,000 . Guests earn 10 points for every dollar spent , and there are no blackout dates .
“ When you get those points , we are serious about making sure you can redeem them ,” says Noah Brodsky , senior vice president of loyalty and engagement at Wyndham Worldwide . This was extended recently to its vacation rentals portfolio . Brodsky says the new program has added 7 million members since May 2015 for a total of about 48 million , and a more than 90 % increase in reward redemption for the Go Free and Go Fast awards . The latter is a combination of 3,000 points and cash for one night ’ s stay . Wyndham made a short-lived play for SPG members in October but canceled the promotion because of fraud concerns .
RLHC ditched its points-based system in favor of a guest recognition program called Hello Rewards . Every seven stays get members a free night at a Red Lion hotel . Members get perks during every stay , such as free breakfast or a $ 5 Uber promo code .
Bill Linehan , executive vice president and chief marketing officer of RLHC , says Hello Rewards was modeled after retail guest recognition programs that offer rewards more quickly . Points-based systems , he says , really only satisfy top-tier members . “ You have to prove your loyalty
Guests checking into the Crowne Plaza Los Angeles International Airport one day in late November were greeted with a surprise perk — tickets to a private performance from tripleplatinum pop star Andy Grammer . All they had to do to attend was be a member of — or join — InterContinental Hotels Group ’ s loyalty program , IHG Rewards .
The event included an intimate set from Grammer , cocktails from celebrity mixologist / biochemist Alex Ott , T-shirts printed on demand , food stations , ice cream and a raffle . It was part of a “ Priceless Experiences ” series that IHG puts on in partnership with MasterCard .
“ You ’ re special to us whether you ’ re a brand new member to the program or an elite member ,” Liz Crisafi , IHG ’ s head of loyalty and partnerships for the Americas , said at the time .
Marriott Rewards held a private concert in September with pop headliners Demi Lovato and DNCE at L . A . Live in Los Angeles ( the venue is
28 hotelsmag . com January / February 2017