Seasonal Promotions Part of Customer Loyalty Strategy at Choice Hotels

Seasonal promotions are part of the customer loyalty strategy at Choice Hotels International, which recently launched its Earn Double Points Winter promotion for Choice Privileges, the company’s loyalty program for guests.

Choice Privileges members from the U.S. and Canada who book between Dec. 15, 2016, and Feb. 9, 2017, are eligible to earn double points up to 30,000 points on every qualifying stay. The promotion is available at participating brands of Choice Hotels including Comfort Inn®, Comfort Suites®, Sleep Inn®, Cambria® and Ascend®.

To be eligible to earn the double points, members must set their earning preference to Choice Privileges points in their online accounts. Any change made to earning preference will remain in effect after the promotion has ended.

Choice Hotels earned various awards at this month’s third annual Loyalty360 CX Awards that were held at the 6th annual Engagement & Experience Expo presented by Loyalty360. Choice Hotels was recognized in following categories: Gold Award in Experience/Design Innovation, Gold Award in Customer Insights, Silver Award in Brand Messaging, and a Silver Award in the 360-Degree CX Award category.

Jamie Russo, vice president loyalty programs and customer engagement, Choice Hotels, talked to Loyalty360 about seasonal promotions.

“Offering seasonal promotions is part of our overall marketing and customer loyalty strategy,” Russo explained. “Our research indicates guests want rewards faster – even as soon as they sign up for a loyalty program and on their first stay. Customers have also voiced to us that they see tremendous value in the variety of ways to use our points, so providing double points is just one way we are meeting our customers’ desires faster. This is the first time we’ve offered double points up to 30,000. We’ve had success with this approach internationally and now we are bringing this offer to the U.S. and Canada.” 

The redesigned Choice Privileges loyalty program is all about immediate gratification, Russo noted.
“Choice Privileges now includes instant perks, greater and faster benefits, and exclusive rates to more than 29 million members,” he added.

Some specific benefits include:

Direct Booking: Guests have access to the most exclusive rates online– up to 7 percent off – and are guaranteed to save every time they chose to book directly on Choice.com or our mobile app.

YourExtras: Members receive tangible, instant rewards the moment they check in with options from Amazon, Uber, and Shell.

Digital Gift Cards: Guests can redeem points for gift cards to use immediately.

FlexRewards: Members can redeem points for free nights at discounted point.

10 Points per Dollar: Members can earn 10 points per $1 at over 5,500 Choice hotels.

Keep Your Points: Points no longer expire as long as members stay active.

“We’ve seen some amazing results from our customer engagement efforts,” Russo said. “Both the number of active members and the overall percentage of activity has grown tremendously. Our Net Promoter Score, which measures member satisfaction, is increasing in 2016 and members who are aware of our enhanced program have significantly higher scores. Today, four out of five business travelers now recommend Choice Hotels.”

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