Two Chains Provide Non-Hotel Rewards

Carlson Hotels Worldwide's January overhaul of its Goldpoints frequency program gave members redemption options beyond free hotel stays, while Wyndham International last month gave members of its By Request loyalty program the flexibility to earn non-hotel-stay gifts through a partnership with American Express Membership Rewards.

Hotel companies such as Carlson and Wyndham are at a disadvantage in encouraging customer loyalty, given their size and distribution, compared with such multi-tiered competitors as Marriott International, Hilton Hotels Corp., InterContinental Hotels Group and Starwood Hotels & Resorts Worldwide, each of which has a multi-million member frequency program. Consequently, Carlson and Wyndham marketing executives have been under pressure to match the variety of rewards the major programs offer.

Travelers now earn Goldpoints Plus points for stays at any Carlson-branded hotel, rather than each brand offering its own program. Carlson's brands include Radisson, Country Inns & Suites, Park Plaza and Park Inn.

Business travelers in particular say they do not want to be limited in the ways they can redeem their points year-round, according to Tony Hart, Carlson director of customer relationship management. Because frequent business travelers already stay in hotels so often, the appeal of additional lodging may not be that great, even if free of charge.

"Members now have access to more than 100 name-brand online retailers plus an array of award options for dining and gift certificates," Hart said. Members also can earn and redeem points at other Carlson companies, including T.G.I. Friday's restaurants and the Radisson Seven Seas Cruise line.

Goldpoints Plus rewards elite members at an accelerated pace. "Once members reach elite tier levels, they have even greater earning potential with 50 percent to 75 percent bonuses on points earned for hotel stays," Hart said.

Wyndham By Request members can earn American Express Membership Rewards points instead of frequent flyer miles. Unlike other programs, points cannot be redeemed for hotel stays. "It's our philosophy to provide guests with choices most relevant to their lifestyle," said Craig Cunningham, Wyndham senior vice president of marketing. "Entertainment and shopping rewards may just be more desirable."