Susse Chalet Adds Miles, MCI
<I>Wilton, N.H.</I> - Following a shift from the budget to the midprice segment this year, Susse Chalet has added airline miles and an MCI debit card to its frequent stay program this month.
The chain, which currently averages $45.31 per night (a bit below Hampton Inn), garners 25 to 30 percent of its guests from its VIP club, said founder and president Fred Roedel.
More than 25,000 people have picked up the $10-a-year VIP card so far, Roedel said, which also includes an exclusive reservations hotline, complimentary continental breakfast delivered via room service, check-cashing privileges and late checkout. After eight nights, members gain a free night plus a gift certificate redeemable at a number of vendors, including The Sharper Image catalog.
Hooking up with American, Delta and USAir, Susse Chalet has become one of the few limited-service chains-along with Howard Johnson-to offer airline miles.
VIP members rank miles among the three most coveted benefits, along with express checkin and the ability to get rooms at the last minute, Roedel said.
The VIP card, which brings up billing information, guest history and preferences when swiped at an exclusive checkin desk, now doubles as an MCI debit telephone card, yielding 20 free minutes upon sign-up and then costing 20 cents per minute.
The 36-property chain-which counts the Wal-Mart and Ames department store chains among its corporate clients-will branch into the suite market this year, debuting the first Susse Chalet Inn & Suite in Hartford, Conn.
The chain's rise to the midprice niche was sparked by land costs, which forced a switch to midrise, interior-corridor construction, Roedel said. The new hotels attracted scores of business travelers to the brand, prompting the chain to sell its older properties to Motel 6 and launch an $8 million upgrade.
"We don't necessarily want to be the lowest-priced hotel in town, as we used to be," Roedel said.
Frequent stay developments at other hotel chains include:
<H1></H1> Wyndham Hotels & Resorts will award millions of American Airlines AAdvantage miles to spotlight its new business amenities program, which as of this month equips every room in every business hotel with a work desk, task lighting, dataports, coffeemaker, voicemail, USA Today, irons and ironing boards, hair dryers and free long-distance access.
Through May 9, guests and visitors to any Wyndham hotel may register for a drawing to win a grand prize of one million miles or any of 10 100,000-mile awards.
Travel managers and agents who book a winning client will take home 50,000 miles or-for the grand prize-an IBM Think Pad.
<H1></H1> Holiday Inn Worldwide recently teamed with MCI to launch the first loyalty-program alliance between a hotel and a telephone company. MCI customers who spend $25 or more each month will earn two Holiday Inn Priority Club or Crowne Plaza Preferred points for every dollar spent with MCI. Those enrolling in new MCI services will gain bonuses up to 500 points. Customers may redeem points for free hotel stays or may convert them to points on more than 20 partner airlines.
<H1></H1> Marriott's Honored Guest members will earn double points through May 15-receiving 20 points per dollar versus the standard 10 points per dollar.
Marriott Miles, which awards 500 frequent flyer miles per stay on any of 11 airlines, will double miles after every fifth stay-from 2,500 to 5,000 miles-through year-end.
<H1></H1> Travelodge will unveil a revamped frequent stay program on June 1. Upon enrolling in the Travelodge Miles program, guests receive an electronic swipe card, which awards one mile for every lodging dollar spent. Guests redeem points for any of 50 rewards. Members also may trade points for airline miles on American and other airlines.