Holiday Hospitality, operator of the Holiday Inn and Crowne Plaza chain, overhauled their hotel rewards program yesterday, introducing a new ‘Club Gold’ and ‘Platinum’ level program. ‘Priority Club Worldwide’ will also combine the former ‘Holiday Inn Priority Club’ and the ‘Crowne Plaza Preferred’ frequent guest programs. The company also announced a platinum version of its bank credit card program through First USA. The new ‘Priority Club Worldwide Platinum VISA’ card offers a 5,000 point bonus for first use of the card and an intro rate of 4.9%. To kick-off its upgraded card the company announced a six million point giveaway to run through June. Established in 1983, ‘Priority Club’, with six million current members, was the first frequent quest program of its kind in the hotel industry.
Holiday Hospitality announced Thursday the launch of Priority Club Worldwide, its newly enhanced hotel rewards program, providing the program’s six million members with more point earning opportunities than ever before.
New features and programs include
— Six Million Point Giveaway
— Priority Club Gold and Platinum level programs
— Priority Check-In(sm) service, exclusively for Priority Club Worldwide members
Priority Club Worldwide is a combination and expansion of the company’s former Priority Club and Crowne Plaza Preferred frequent guest programs, and is designed to recognize and reward frequent travelers who stay at any of the Holiday Hospitality brand hotels worldwide.
“The Priority Club Worldwide program provides a better value proposition than ever before for our members,” said Don Schmitt, vice president of relationship marketing for Holiday Hospitality. “We’ve always had more reward choices than any other hotel rewards program and now our guests have even more ways to earn points and take advantage of our extensive reward offerings.”
To commemorate the launch of Priority Club Worldwide, the company has kicked-off the Priority Club Six Million Point Giveaway in which six million Priority Club points will be awarded to members. Separate prize drawings will be held in April, May and June, with each monthly drawing to award one grand prize of one million Priority Club points, one first prize of 500,000 Priority Club points, 5 second prizes of 100,000 Priority Club points and 20 third prizes of 120-minute MCI(sm) pre-paid calling cards. There will be a total of more than 80 winners in the three-month period. All Priority Club members who stay at any Holiday Hospitality hotel from now through May 31, 1998, and provide their Priority Club membership number at check-in, are automatically entered in the sweepstakes. Each qualifying stay counts as one entry.
The enhanced Priority Club Worldwide program recognizes its most frequent guests through a new two-tiered elite level structure Gold Level and Platinum Level. Members attain Gold Level status upon staying 20-59 qualifying nights per calendar year within the Holiday Hospitality family of hotels. Gold Level members who choose to collect points automatically receive a 10% bonus on base points earned with each stay.
Members attain Platinum Level status upon staying 60 qualifying nights per calendar year and receive a 30% bonus on base points earned with each stay. Gold and Platinum level members will be offered exclusive promotions, and access to special service center and reservation phone numbers dedicated solely for Gold and Platinum level members’ use.
All Priority Club members are eligible for Priority Check-In(sm) at any Holiday Hospitality hotel in the U.S. and Canada by making a guaranteed reservation by 8 a.m. on the day of their arrival. With Priority Check-In service, guests are pre-assigned a room and their room key is ready at the front desk upon their arrival. This program was designed to make the check-in process faster and more efficient for all program members.
The changes to Priority Club Worldwide follow several significant enhancements recently announced
— Holiday Hospitality and Visa(R) launched the Priority Club Worldwide Platinum Visa card which allows U.S. card members the opportunity to earn one Priority Club point per dollar spent on purchases. New Priority Club Worldwide Platinum Visa cardholders receive a 5,000 point bonus with their first use of the card. The card has a 4.9% introductory APR.
— At Holiday Inn Express hotels, members now earn 10 points for every U.S. dollar spent on a qualifying room rate, the same earning ratio as all other Holiday Hospitality hotel brands. Based on the average daily room rate of the hotel chain, this more than doubles the point earning opportunity, previously a flat 250 points per stay. In addition, members who have chosen to automatically collect frequent flyer miles with any of Priority Club’s seven North America-based airline partners will now earn 2.5 miles for every dollar spent on a qualifying room rate. Prior to this enhancement, members earned 65 miles per night for stays at Holiday Inn Express hotels.
— Holiday Hospitality joined U.S. Membership Rewards(R) from American Express(R), thereby enabling Membership Rewards enrollees to transfer their points to Priority Club points.
— The $10 enrollment fee to join the Priority Club program was eliminated.
In late-February, active members began receiving their new Priority Club materials via mail, including a member card, program newsletter and exclusive offers from Priority Club travel partners. The materials feature the program’s new creative look, including a new logo.
Established in 1983, Priority Club was the first frequent guest program of its kind in the hotel industry. Members earn points which can be redeemed for awards including free hotel nights, airline miles, retail and dining certificates and more than 150 brand-name merchandise items. Or, instead of points, members can elect to automatically earn frequent flyer miles in any of the more than 20 participating global airline programs.
Guests can enroll in Priority Club Worldwide at any Holiday Hospitality brand hotel, or by calling the following phone numbers 1-800-272-9273 in the U.S. or Canada; 001-800-272-9273 in Mexico; 801-975-3013 in the Caribbean and Latin America; 401-321-2939 in Asia Pacific; 31-20-606-5464 in Europe, the Middle East and Africa.
NOTE Holiday Hospitality(sm), the hotel business of Bass PLC of the United Kingdom, operates or franchises more than 2,400 hotels and 390,000 guest rooms in more than 60 countries and territories.
The following service marks are owned by Holiday Hospitality Corporation, its subsidiaries or affiliates Holiday Inn(R), Crowne Plaza(R), Holiday Inn Express(R), Holiday Inn Select(R) , Holiday Inn Garden Court(sm), Holiday Inn SunSpree(R) Resorts, Staybridge Suites by Holiday Inn(sm), Holidex(R), Holidome(R), Priority Club(R), Crowne Plaza Preferred(R) and e.space(R).
Holiday Hospitality offers information and reservations capability on its pages on the World Wide Web of the Internet — http://www.holiday-inn.com for Holiday Inn hotels and Holiday Inn Express hotels, and http://www.crowneplaza.com for Crowne Plaza Hotels and Resorts. Information on our newest brand, Staybridge Suites by Holiday Inn, is available at http://www.staybridge.com.