ROCKVILLE, Md. — Choice Hotels International, Inc., is expanding the benefits of its Choice Privileges loyalty program. The changes build on existing program features, allowing more time to redeem points and offering new elite-status benefits.
These updates are part of the company’s ongoing commitment to its guests, loyalty members and franchisees, as it continues to evaluate ways to best serve them amid the COVID-19 pandemic.
“Even during this crisis, our members found a number of ways to engage with us and make a difference,” says Jamie Russo, vice-president, Loyalty Programs and Customer Engagement, Choice Hotels. “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 travelling again.”
The Choice Privileges updates, which came into effect May 21, include:
- pausing the expiration of loyalty points until Dec. 31, 2020, for all members
- reducing the number of nights members are required to stay in 2020 to qualify for elite status in 2021
- upgrading the status of current Gold and Platinum elite members, effective June 1 to Dec. 31, 2020 — Gold members will be upgraded to Platinum and Platinum members to Diamond
- Extending the status of current Diamond members through Dec. 31, 2021, and offering a 10-per-cent bonus — in addition to their existing 50-per-cent bonus — on points earned through Dec. 31, 2020
Choice is also continuing to offer its Status-Match program, which allows its loyalty members to match their elite status from another major hotel rewards program to the Choice Privileges program.