Hotel Brand Loyalty

Brand loyalty and its awards are available for just about everything you spend money on - from clothing stores to airlines to hotels. For travelers, the business world has truly grown to a global marketplace over the past dozen years.

However, it can be a maze of confusion when you are trying to assess the benefits of a particular guest program versus another when there are so many choices. Is it really worth it to book with the same brands, or are the benefits of ‘brand loyalty" just marketing hype?

What is it?

Frequent guest or loyalty programs for hotels work much the same way as frequent flyer programs with the airlines. The more often you stay at a particular hotel brand, the more points you earn, and the more offers you can take advantage of when redeeming those points. Like frequent flyer programs, frequent guest programs can range from strictly regimented with blackout dates to flexible rewards redeemable to hundreds of hotels.

Is it worth the paperwork?

Most travelers say a resounding yes, because registration is free and relatively simple. However, many choose to sign up for multiple frequent guest programs as they may not have a choice in where they stay, or they quite simply want to take advantage of all possible rewards programs. In most cases, the biggest benefit is these rewards programs allow travelers to turn their business travel into leisure options, or even upgrade rooms when traveling for business.

Many hotel chains operate several brands under a global umbrella. No surprise there to anyone who has stayed at a Regent and a Radisson on the same trip (Carlson Hotels) or a St. Regis and a Sheraton (Starwood). For frequent travelers, the comfort and consistency of a brand is all the reward they require, but for an executive who travels frequently internationally, the frequent guest program rewards are an extra incentive to their time away from home.

Brand Loyalty

In order for a brand to be worth a traveler's loyalty, it should really offer travelers choices and be well represented in most major markets around the world.

According to Mark Vinciguerra, Managing Director of The Phoenician in Scottsdale, Ariz., "Members of the Starwood Preferred Guest® (SPG) program have the advantage of properties at different price points, ranging from upscale independent properties to familiar brands."

Starwood is one of the world's largest hotel and leisure companies consisting of familiar brands like St. Regis Hotels & Resorts, W Hotels, Sheraton Hotels & Resorts, and Westin Hotels & Resorts, to its upscale and boutique options in The Luxury Collection. The Phoenician and its boutique resort, The Canyon Suites at The Phoenician (www.canyonsuites.com), falls in the latter group. At the end of 2006, Starwood's portfolio totaled 871 hotels with approximately 266,000 rooms in 100 countries. This is where preferred membership can really pay off for the frequent traveler.

Vinciguerra added, "The keys to a solid brand rewards program are flexibility and distribution. For example, travelers can rack up points with 200 business nights at the Sheraton, and then redeem those reward points for a leisure vacation at The Phoenician. SPG also has a policy of no blackout days on Free Night Awards, allowing members to redeem free nights anytime, anywhere (based on availability). Rewards often inspire customers to stay loyal."

Many loyalty programs also give members the options of redeeming points for other non-hotel rewards, such as gift certificates at retail business or restaurants or converting into airline miles.

Frequent Guest (Loyalty) Programs

To follow is a short list of frequent guest programs with a link to their member benefits:

Carlson Hotels Worldwide

Hilton HHonors

Hyatt Gold Passport

Marriott Rewards

Starwood Preferred Guest (SPG)

Is it right for you?

The best answer is to look at your hotel history. Do you find that you prefer to frequent familiar brands even when you travel to different locations or even globally? If so, frequent guest programs are likely a nice reward for your loyalty.