Changes to the Priority Club Rewards Programme
Ric Garrido writes on his blog Loyalty Traveler about the changes to the Priority Club Programme. The hype seems to be bigger than the changes planned. The Good news is that their is no points devaluation.
New additions to the programme include:
“Last Minute Reward Nights” will allow Priority Club members globally to redeem Reward Nights at a 50% discount off the regular point price, for selected properties. Members will receive an e-mail on Monday providing a list of hotels where this offer will be available the following weekend, Friday, Saturday and Sunday nights. Initially, this program will be offered on the first full weekend of every month, starting with May 6, 7 and 8, 2011.
“Lucky Points” Sweepstakes: This feature will give members based in the US, Canada, and UK the chance to turn their extra points into great rewards. Members will be able to redeem a very small quantity of Priority Club points (e.g., 100 or 200 points per entry) in exchange for a chance to win the prize or prizes that are most appealing to them. Typically, members will have 6-8 different prize draws to select from, ranging from terrific hotel packages (e.g. 4 nights at the InterContinental Times Square- New York) to popular merchandise (e.g., iPads), and even 1 million Priority Club points! Priority Club Rewards will be the only travel loyalty program to offer members this chance to turn a single stay into a huge prize! The program will roll out in China and Japan beginning fall 2011.
To read Ric’s full analysis visit his blog.