Choice Hotels has announced it is expanding the benefits for members of its Choice Privileges loyalty program. These updates will build on the benefits the program already offers to its members.
These updates, which began May 21, include:
- More Flexible Points Redemption
- The expiration of points for loyalty members has been paused until December 31, 2020, for all members
- Reduced Elite Status Requirements
- The required amount of nights to achieve different elite statuses for 2021 has been reduced. They are now:
- Gold status is now achieved after staying seven nights instead of 10
- Platinum status is now achieved after staying 15 nights instead of 20
- Diamond status is now achieved after staying 25 nights instead of 40
- Upgrades and Extensions for Gold and Platinum Members
- Status upgrades for current Gold and Platinum members, effective June 1, 2020, to December 31, 2020. Gold members will be upgraded to Platinum and Platinum will be upgraded to Diamond.
- Members who have been upgraded and stay at least five nights by December 31, 2020, can maintain the status until December 31, 2021.
- Members who have been upgraded and don’t stay at least five nights by December 31, 2020, will go back to their previous status before the upgrade, which will be maintained until December 31, 2021.
- Extensions and Bonus Points for Diamond Members
- The status for Diamond members has been extended until December 31, 2021, and the brand is also offering a 10 percent bonus, in addition to the already existing 50 percent bonus, on points earned through December 31, 2020.
"Even during this crisis, our members found a number of ways to engage with us and make a difference," said Jamie Russo, vice president, loyalty programs and customer engagement, Choice Hotels, in a Choice Hotels press release. "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."
Choice is also still offering its Status Match program, which will allow its loyalty members to match their elite status from another major hotel rewards program to the Choice Privileges loyalty program. Furthermore, the brand is allowing customers to donate Choice Privileges points towards charitable causes, like Serta Inc.’s “Stay Home, Send Beds” program.