Hotels.com WelcomeRewards Changes
by Mickey Neuberger | VP Loyalty Strategy
6 months ago I wrote about Hotels.com WelcomeRewards Program: http://www.loyaltylab.com/blog/index.php/2009/07/give-your-members-rewards-they-will-use/
Unfortunately, the days of booking 10 $59 rooms and then redeeming the free night for a $400 room at a 5 star hotel are over.
WelcomeRewards Changes Effective March 9, 2010
- The value of the free night will be valued at the average daily rate paid for the 10 qualifying nights.
- The reward night can be used for a higher priced room than your WelcomeRewards credit value, but member must pay the room rate difference
WelcomeRewards really broke out from the traditional hotel loyalty programs like SPG, Hilton Honors etc. by shifting the value proposition. I never understood how they could afford the associated costs but, as a consumer, loved it. Even with the program changes,WelcomeRewards is very competitive. It’s going to be interesting to see if Hotels.com gives back some of the loyalty it stole from the SPGs of the world.
