If you don’t think you know about the hotel brand Sonesta, you probably do.
With over 1,200 properties around the world, Sonesta is the eighth largest hotel company in the United States So you’ve probably seen it without, perhaps, see it.
The Boston-based company behind 17 brands — including The Royal Sonesta, The James, Sonesta ES Suites, and more — is well aware of that, which is why it’s doubling down on its loyalty program Travel Pass with some new improvements aimed at making earning rewards easier, plus more personalization.
It seems that overnight, Sonesta has gone from a relatively small brand to a hotel powerhouse during the coronavirus pandemic thanks to $90 million acquisition of RLH Corp, brought in Red Lion Hotels and Americas Best Value Inn, and acquired the intellectual property rights to the hotel brand The James. It also recently started a franchise program there will be multiple Sonesta properties appearing on the left and right side.
With the company’s massive growth and fierce competition among the major loyalty programs with more recognized names, Sonesta realized that the Travel Pass needed to change “to compete and satisfy customer expectations,” said Robin Ruttle, senior director of loyalty and partnerships at Sonesta, in particular. TPG.
She added that it also needed to find a way to differentiate itself, leading to a series of changes highlighted below.
Now, Ruttle was quick to highlight that the new Sonesta Travel Pass program is coming soon. However, the company plans to continue to listen to customer feedback to bring value to everyone, from commuters already familiar with brands like Sonesta Select and Sonesta ES Suites to Young people just starting out with points and miles may be more interested in lifestyle-focused brands like The James.
According to Ruttle, even though it’s just getting started, Sonesta wants the experience “to be a two-way conversation” so guests can help the company learn how to continue to improve.
Here’s what’s changing — and why you shouldn’t sleep on the Sonesta Travel Pass.
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Get points just for signing up
If you’re new to the Sonesta Travel Pass, you can instantly win 1,000 points just by signing up for the program. Signing up is an easy process on Sonesta’s website.
Once registered, members automatically receive Bronze status and can begin moving up the elite status ranks.
New status tier
Speaking of those levels, the enhancement program currently has four levels with different night or score requirements, as broken down below.
- Copper: 0 qualifying nights or 0 points per calendar year.
- Silver: 10 qualifying nights or 10,000 points per calendar year.
- Yellow: 20 qualifying nights or 20,000 points per calendar year.
- Platinum: 40 qualifying nights or 40,000 points per calendar year.
Each status comes with a bunch of perks. New Bronze members start getting upgraded room and Wi-Fi rates, plus the chance to earn points and elite-eligible nights. After you qualify for higher ranks, you will get more attractive perks, depending on your elite status.
Some of the top benefits include free room upgrades (where available) for Silver, Gold and Platinum members, and free continental breakfast (where available) for Gold and Platinum members. The second is a loyalty privilege that is especially common to elite members.
Even if you don’t stay at many of Sonesta’s hotels, you can still take advantage of alternate status matching if you have elite status with other programs. To request a status match, apply for a Sonesta Travel Pass, then contact Sonesta’s Customer Care team with your Travel Pass member ID and proof of your current elite status with another program. Depending on the elite status you have, you can achieve Silver, Gold or Platinum elite status with the Travel Pass.
Huge bonus multiplier makes earning points easier than ever
The whole point of rewards programs is to earn points or miles that you can redeem for travel money or other perks — and Sonesta is making it easier for customers to do that as they advance in the ranks. rank of elite status.
Now, starting with Silver elite status, members can earn points faster thanks to a new attractive bonus structure, detailed below.
- Silver: 50% bonus amount.
- Yellow: 75% bonus multiplier.
- Platinum: 100% bonus amount.
Members earn a base rate of 10 points for every dollar spent during an eligible stay and chart-based awards night with nine tiers from 10,000 to 30,000 points per night.
Update functionality, interface and personalization
The Sonesta Travel Pass is also getting a new logo to help keep some name identifiers in the mind of travelers. (If you haven’t seen Sonesta’s excellent ad campaign”Famous But Anonymous,” starring actress Judy Greer—whom probably everyone knows, but no one can remember—be sure to check it out.)
Currently, one of the pitfalls of the Travel Pass is that to book an award night, members have to pick up the phone and call. That will change soon, though exact dates for online and in-app rewards booking are yet to be confirmed. Another new feature in the works is the option to book a vacation using a combination of cash and points.
Additionally, as part of a long-term plan, Sonesta wants to make the program more customized for members by providing a personalized experience tailored to specific guests and their needs. There will be member anniversary rewards, birthday rewards and giveaways coming soon.
According to Ruttle, these personalized benefits, along with the overall changes, have really been designed with the customer in mind.
“We are showing you that you are more than just a number at Sonesta. “We know who you are and we really want to deliver an experience that makes you smile and keeps you coming back.”
