Recently, the Radisson-Choice Hotel integration has begun to develop. In August 2022, Choice Hotels acquires Radisson Hotels Americas. At the end of January, maybe transfer points between programs at a rate of 2 Radisson Rewards Americas points for every 1 Choice Privilege point.
Radisson Rewards Americas will be fully integrated into Choice privileges later this year. However, Choice did not announce a specific integration time or provide many details about what the combined program will entail.
So I recently sat down with three Choice Hotels leaders — Chief Commercial Officer Robert McDowell, Senior Director of Strategy and Partnerships Matt Rubin and Senior Director of Loyalty Strategy Matt Vaccarella — at the annual Choice Hotels conference to discuss the future of Choice Hotels. Choice Privileges loyalty program.
Here’s what I learned.
Do no harm
You have to love a show with leaders who say that one of the main goals of integrating the Americas Radisson Rewards and Choice Privileges programs is “do no harm”. Especially after watching Starwood and Marriott combineI respect and appreciate program leaders who know they need to integrate properly.
When asked what is success for? Choice privileges It appears that during and after the integration of Radisson Rewards Americas, leaders highlighted three key areas:
- Perfect integration of programs, including on-site experience and technology.
- Members of both Radisson Rewards Americas and Choice Privileges should feel welcomed and respected.
- Develop the program to better meet the needs of travelers staying at luxury brands while not distracting from existing members.
When asked about the role loyalty plays in Choice Hotels’ business, the leaders I spoke to emphasized that now — with Radisson Rewards Americas’ upcoming integration into Choice Privileges and Launching a new Choice credit card — is the perfect time for the loyalty program to be the difference.
Related: How to choose a hotel loyalty program
Adapting to a new portfolio
Choice Privileges has a variety of brands, from budget brands like Rodeway Inn and Econo Lodge to high-end Cambria Hotels. But Radisson Rewards Americas offers higher rates for premium brands, such as Radisson and Radisson Blu.
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One challenging aspect the program faces is making the loyalty program relevant and rewarding for members in each of the 22 brands. This is especially important because there are more opportunities (and expectations) to benefit elite members at premium brands than at low-end brands. The program needs to do so to compete with other programs loyalty program.
Choice Hotels leaders say it is not yet time to discuss the specifics of how the Choice Privileges loyalty program will change with the integration of Radisson Rewards Americas. However, they do emphasize that they want the current perks from both programs to work together in order to “do no harm” to members currently on the show.
For example, Choice may switch to a plan that offers basic benefits at all properties and accelerated benefits at select brands, all based on their membership or elite tier. Friend. In fact Your Extras Promotion may soon offer some higher value options for stays at select brands. Both of these moves will help Choice better serve customers at premium brands while delivering value to budget brands.
Related: Compare the best hotel elite status tiers and how to earn them
Leverage technology
Choice plans to leverage technology improvements to boost loyalty. For example, Choice Privileges elite members can place a stay bonus ahead of regular members — or at least outside of the current 100-day bonus booking period — after Choice completes a number of public updates. technology next year. Finally, members can also receive personalized or segment-specific promotions.
Choice is also testing a customer-facing digital tablet at check-in at 1,300 hotels. This tablet helps reduce paper waste and encourages guests to sign up for Choice Privileges if they haven’t already. At some locations, guests can even apply for a Choice credit card at check-in. Choice plans to make this digital tablet available at all midsize and midsize businesses by August 1.
Related: Earn bonus points every 2 stays and more with current Choice Privilege promotions
Build new partnerships
Choice already has a number of valuable partnerships, including with Preferred Hotels and Resorts and Bluegreen Holiday. There are also Mastercard New Choiceit’s a great way to Earn Option Points during your stay and daily expenses.
But Choice’s new partnerships aren’t just about stays and passes. For example, last fall, Choice began allowing members redeem points for an exclusive college sports experience. The program sees last year’s experiences as a success, and it plans to offer more college basketball and football experiences this fall and winter. Choice says it’s also working to provide more meaningful experiences for members outside of college sports.
Related: Redeem Choice points for Maldives resorts, all-inclusive hotels, suites, etc.
bottom line
I enjoy the value I can get when Redeem Points Choice. So I am of course worried about the potential for devaluation when Radisson Rewards Americas integrates with Choice Privileges later this year.
However, the heads of Choice have bluntly stated that there will be no reduction in reward values when the programs are combined. Most award nights will still cost 35,000 points or less. And the program intends to maintain a prize pricing system for weeknights and weekends for set periods of time.
I am cautiously optimistic that the integration will go flawlessly and that the Privilege of Choice program will not be devalued. After all, the leaders of Choice Hotels I’ve talked to know that loyalty can make guests stay at their property instead of the competition. But only time will tell.
