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according to Shawn Cryan, SVP of corporate strategy for Sonesta International Hotels.
One approach, said Cryan, is to create situations where members can earn more quickly. Another is experiential opportunities. The company has a parentship with“ Rolling Stone” to offer admission to Musicians on Musicians events, where well-known performers speak to one another. These are available either through sweepstakes or targeted marketing to specific customers.
That kind of offer, said Cryan,“ levels the playing field.” Similarly, Sonesta will have an event at South by Southwest in Austin this year with an emphasis on southern rock. Last year, the company had a relationship with a yacht racing company and offered guests the opportunity to sail on“ chase ships” to witness races at close range.
Its partnership with Hilton notwithstanding, SLH
In 2024, Wyndham Rewards was ranked the # 1 loyalty program by readers of“ USA Today.”
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PERSONALIZATION IS DEEPER THAN JUST TARGETED OFFERS— IT IS A WAY FOR US TO SHOW CARE FOR OUR MEMBERS |
– LAURIE BLAIR, VP OF GLOBAL
MARKETING, HYATT HOTELS
CORP.
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maintains its own program, now known as the SLH Club. It operates independently of the Hilton partnership and the two cannot be used together. That program continues to grow and additional benefits are planned for later this year.
TAKING CREDIT A core value for any loyalty program, said Shiwdin, is finding reasons and opportunities to earn currency every day. The company has three affiliate cards: a no fee card, a fee card and a business card( Wyndham Rewards Earner Card, Wyndham Rewards Earner Plus and Wyndham Rewards Earner Business). The business card lets members earn 8x their spend on hotel stays and gas, whereas the Earner Plus card earns 6x and the regular Earner card earns 5x. Beyond hotels and gas, members also earn additional points for spending on items like dining and groceries.
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HILTON HONORS’ 190 MILLION MEMBERS WERE A COMPELLING FACTOR AS IT BRINGS MAJOR AWARENESS OPPORTUNITIES TO OUR SMALL HOTELS
– RICHARD HYDE, COO, SLH
IHG, said Klebanov, recently entered into new agreements with its current issuing and financial services partners, JPMorgan Chase Bank, N. A.( Chase) and Mastercard, to continue providing co-branded IHG One Rewards credit cards in the U. S. co-brand credit cardholders, she said,“ are among our most engaged loyalty members, staying even more frequently and spending more in IHG hotels.”
Hyatt’ s relationships with Chase for World of Hyatt credit cards and American Airlines for World of Hyatt and AAdvantage enable members to link their accounts and“ give our
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20 hotelsmag. com May / June 2025 |