It may baseball season, but in the customer loyalty game, Choice Hotels International is the one playing hardball. The hotel giant launched a new effort for its Choice Privileges rewards members this week, offering them what equates to a 2-for-1 free room package—two separate stays before May 25 earns enough points to earn a free night at a future date.
The promotion—known as Book. Stay. Repeat.—comes at a slower period for hotels, just before the chaos of the summer travel season kicks in.
There’s no limit to the number of free nights members can earn, but members must register for the promotion and book their travel through ChoiceHotels.com, the hotel’s app or by calling the hotel. Corporate travelers can book through their online booking tool, global distribution system or through a travel agent.
Choice Hotels International is one of the world’s largest hotel companies, with more than 6,800 hotels in 40 countries, operating under the brands Ascend Hotel, Cambria Hotels, Comfort Suites, Sleep Inn, Clarion and Econo Lodge, among others.
It has more than 35 million Choice Privileges members globally. The loyalty program has been rated no. 1 in USA Today's Readers' Choice Awards for two consecutive years, and direct feedback from those members is one of the key reasons the program was created, said Jamie Russo, vice president of loyalty programs and customer engagement.
“Guest feedback is the driving force behind our loyalty program,” Russo said. “Choice Privileges members look forward to our promotions, and Book. Stay. Repeat. is a true member favorite. The Choice Privileges program offers fast, relevant rewards that are easily redeemed. In 2017, our members redeemed tens of billions of rewards points—more than ever before. It is great to see that our members are not just accumulating points, they are reaping the value of redeeming them.”