„Loyal in good times and bad – unlike some airlines, many hotels programmes have adapted to the Corona year in a frequent traveller-friendly way. An overview of the five largest providers, and the start of a series.” Ulf-Gunnar Switalski, Founder of Upgrade Guru und Guest author of the Bleisure Traveller
Free breakfast, late check-out until 4 p.m. or an upgrade to the suite worth around 1,000 euros per night – many business travellers or passionate Bleisure Travellers have long since become accustomed to the small and large amenities at the hotel. Loyalty is the magic word that opens many doors.
First hotel programmes launched in the 1980s
Bonus programmes are valuable for customers and hoteliers. They have not been new for a long time. IHG (InterContinental Hotels Group) and Marriott argue a bit about who launched the first customer loyalty programme. Holiday Inn’s programme saw the light of day in February 1983, and its competitors followed suit in November. But since Holiday Inn paused after three years, Marriott definitely has the longest active programme on the market with Bonvoy.
In the meantime, there is no major hotel chain without a loyalty programme. As with the airlines, a distinction is made between award points and status points in the hotel sector. Reward points can be used to get hotel nights, upgrades and services in the hotel or special VIP experiences such as live concerts or sporting events for free. Status points decide how important the guest ultimately becomes to the hotel.
This is because loyalty programmes offer advantages to both sides. Studies show that satisfied members become brand ambassadors. They do the more credible marketing – and for free. Elite members in particular, i.e. those with higher status, spend more nights, book three times more often in the hotel’s own channels and make 50 percent more turnover on average. They are simply more profitable. And the customer is rewarded for this.
Maintaining status despite Corona
In this crazy travel year of 2020, the programmes have come up with a lot to keep status customers happy. All of them have extended the respective status until 2022 and suspended the expiry of bonus points. IHG Rewards Club was the first to lower the hurdles for elite status. Marriott Bonvoy gave 50 per cent elite status nights. This made it possible to maintain status or achieve a higher one despite fewer nights. Wyndham Rewards lowered the requirements for the status considerably: Instead of 40 nights, the customer now gets the top status Diamond with only 24 nights. Hilton Honors will also reduce the required nights or stays by half in 2021. In addition, all nights a member has spent with Hilton in 2020 will count towards qualification next year.
Before making the decision whether to collect and in which hotel programme, a self-critical look should be taken at one’s own travel behaviour. Most loyalty programmes only become attractive if one sleeps 25 or more nights per year in hotels of the respective chain. If you do not reach this number, the expected benefits are usually not worth the effort. When booking a hotel, it is therefore important to weigh up whether it is really worthwhile to collect points in the respective hotel programme or whether you would rather have miles credited to your frequent flyer or bonus programme for the stay.
And: Points and status benefits are only available in all hotel programmes if you book directly. Online, in the app or by phone. This excludes bookings via portals such as Booking.com or Hotels.com, but these now usually have their own loyalty programmes that also offer interesting benefits. Below is an overview of the current conditions of the five largest hotel bonus programmes.
ALL Accor
Accor Hotels is no longer a primarily European brand. In the last few years, they have undergone a gigantic growth to more than 30 brands. The classics Novotel, Mercure, Ibis and Pullman now meet Raffles, Fairmont, Mama Shelter and 25hours. The best conditions for a loyalty programme.
With the relatively new programme ALL (Accor Live Limitless), the advantages unfold from Gold status with at least 30 nights a year: welcome drink, early check-in or late check-out and upgrades to the next higher room category. However, ALL is very stingy with upgrades to the suite. As a Platinum member (60 nights), you get up to twelve suite upgrades a year, depending on the points you accumulate. Gold status is also available for purchase: It is included as a bonus in the Ibis Business Card. ALL has a double-dip partnership with KLM. You are rewarded twice for accommodation and flights.
Hilton Honors
At the American Hilton Hotels (Hilton, Waldorf Astoria, Conrad, Curio, Homewood Suites, etc.), things get interesting from Gold status onwards, with free breakfast, late check-out and upgrades to the next best category. For this, only ten stays or 20 nights per year are required in 2021. In Germany, you automatically get the Gold Status with Hilton Honors with the Hilton Honors Credit Card. With this card, you can also collect points for everyday expenses. For the highest level, Diamond, you only need 30 nights or 15 stays in 2021. Then the coveted upgrades to the suite also beckon with Hilton Honors.
IHG Rewards Club
The InterContinental Hotel Group (IHG) is represented worldwide with hotels ranging from Holiday Inn to Regent Hotels. In the Rewards Club, it becomes worthwhile from Platinum status onwards. This is normally available from 50 nights per year. Due to the travel restrictions, the hurdle is now set lower. From 40 nights or 40,000 points a year, you are Platinum and can enjoy a welcome gift, late check-outs and upgrades to the next higher category. IHG also has a programme with the InterContinental Ambassador in which you can buy membership. The advantage: you automatically become a Platinum Elite member of the Rewards Club and also receive a free weekend night. Roll-over nights make it easier to maintain status.
Marriott Bonvoy
The InterContinental Hotel Group (IHG) is represented worldwide with hotels ranging from Holiday Inn to Regent Hotels. In the Rewards Club, it becomes worthwhile from Platinum status onwards. This is normally available from 50 nights per year. Due to the travel restrictions, the hurdle is now set lower. From 40 nights or 40,000 points a year, you are Platinum and can enjoy a welcome gift, late check-outs and upgrades to the next higher category. IHG also has a programme with the InterContinental Ambassador in which you can buy membership. The advantage: you automatically become a Platinum Elite member of the Rewards Club and also receive a free weekend night. Roll-over nights make it easier to maintain status.
Wyndham Rewards
Wyndham has more than 9,000 properties worldwide with brands such as Ramada, Tryp, Wyndham and Super8. As a Wyndham Rewards member, you earn 10 points per dollar spent or 1,000 points per stay, whichever is greater. Platinum level and above earns Early Check-In and Late Check-Out. As a Diamond member, there are upgrades to the suite. In 2020, you become a Platinum member after just nine nights and a Diamond member after 24 nights, instead of the usual 40 nights. A top advantage: nights that exceed the required status qualification in one year are carried over into the next year. Points can be redeemed in more than 30,000 hotels, holiday club resorts and holiday flats.
Ulf-Gunnar Switalski …
is Bleisure’s motto in life and has been involved with worldwide bonus programmes for more than 30 years. The German much-travelled author of the book “Umsonst in den Urlaub” (Free Holidays) regularly reports on the world of points, status miles and upgrades on his website upgradeguru.de. He has also just launched Meilenzins (mileage) interest campaign with Bonusmiles.
Fotos: © iStock.com/Ildo Frazao, © iStock.com/AscentXMedia Frazao, iStock.com/sdecoret, iStock.com/phototechno
