Loyalty Programs Offer New "Experience" Perks
by Jessica Howell
Hotel loyalty programs are nothing new, offering perks and priviledges for customers who save up points each time they stay at a specific hotel chain. What is new, however, is the option to earn cool experiences for those lazy days in between globe-trotting trips. From riding shotgun in a stock car, to relaxing in a private yoga lesson, to an evening in with a personal chef, the earned opportunities are endless.
Hilton guests who enjoy the benefits of the brand's frequent guest loyalty program now have even more reason to rejoice. The hotel chain's popular program, Hilton HHonors, is now boosting membership perks that far outweigh previous reward opportunities — and bring stiff competition to the hotel rewards market.
Dubbed Experience Rewards, the updated program maintains several key partnerships that offer guests a wide range of extreme and lifestyle activities to choose from when redeeming points. A recent exclusive partnership with Signature Days, an online "experience gift" provider, makes hot air ballooning and sky diving just as accessible to members as a new rolling carry-on.
To earn their experience, members redeem points for a Signature Voucher, a gift card that offers access to everything available at Signature Days' web site.
The Hilton Family of Hotels also boasts a partnership with EagleRider, the only organization licensed to rent Honda and Harley Davidson motorcycles. Now, HHonors members can also redeem points for rentals and tours from EagleRider, which also specializes in rentals of ATVs, snowmobiles, watercrafts and other vehicles.
Says Adam Burke, senior vice president and managing director of Hilton HHonors, "It distinguishes us from our competitors by providing fresh, forward-thinking content.”
For frequenters of Hilton that would rather shop the day away than indulge in a unique experience, partnerships with retailers are also readily available, including offers from outdoor gear supplier The North Face, gourmet retailer Harry & David, jeweler Tiffany & Co. and home furnishing and decor mecca, Pottery Barn.
To find out more information on Hilton's Experience Rewards program, visit www.hiltonhhonors.com.
While a few loyalty programs have begun offering "experience" rewards, many are still in the trial phase.
Recently,
Starwood (owner of Westin, W and Sheraton Hotels) began offering up online auctions for reward customers, allowing bids on such big ticket experiences like red carpet movie premieres.
The InterContinental Hotel Group, (Holiday Inn, Staybridge Suites and Crowne Plaza) also treats its loyal Priority Club customers, most recently with coveted sports merchandise and once-in-a-lifetime sporting event experiences, such as VIP tickets to the MLB World Series and PGA Tour.
The best way to find out whether or not your choice hotel
offers a loyalty point program is to check their website.
(Source: Hilton HHonors)
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