It Pays To Be Loyal To Adam's Mark

<B>It Pays To Be Loyal To Adam's Mark</B>

By Bruce Serlen

Adam's Mark Hotels & Resorts last month paid out more than $250,000 to members of its Gold Mark Rewards program. The checks were distributed to more than 6,500 travelers who spent at least $1,000 at any hotel in the 24-property St. Louis-based upscale chain during the first three months of the program's existence.

Gold Mark is based on quarterly cash awards, rather than points redeemable for free hotel nights or miles redeemable for free airline travel, like other hotel company loyalty programs.

Because they are awarded in U.S. dollars, program participants "can decide how to use their award instead of someone else making that choice for them," said Fred Kummer, president and CEO. Kummer also said that such amenities as free room upgrades, complimentary health club privileges and express checkout are standard at Adam's Mark properties, rather than perks offered only to members of the frequency program.