Belated rewards launch for luxury hotel chain
Programme to offer fashion, flights, photography and luxury travel
Luxury hotel chain Ritz-Carlton is making a belated entry into the loyalty market by joining rivals such as Hilton with the launch of a scheme to reward regular customers
The company says The Ritz-Carlton Rewards program is based on “strong customer feedback” for a world-class offering. It says rewards will go far beyond providing complimentary stays and airline flights, offering a broad selection of unique travel experiences.
The launch may also indicate that luxury hotel chains have been losing guests to cheaper rivals during the economic downturn. The Ritz-Carlton has previously said it did not need a loyalty programme as its customers were different to those of its parent chain Marriott.
Guests will be able to earn points for stays at both Ritz-Carlton and Marriott properties. And Marriott Rewards members will now also be able to collect points for staying at Ritz-Carlton properties.
As with rival scheme’s InterContinental’s Priority Club or Hilton HHonors, guests will be able to redeem points for free flights.
Herve Humler, president and COO of The Ritz-Carlton Hotel Company, says the scheme will offer upscale rewards via partnerships with luxury tour company Abercrombie and Kent; fashion brand Vera Wang; National Geographic Expeditions, for photography workshops; and retailer Neiman Marcus.
“This is just the beginning. We will continue to add global partners offering our members the very best in customized and one-of-a-kind memorable experiences,” Humler said.
Ritz-Carlton Rewards guests can also redeem points for stays at the chain’s own properties, as well as for flights on 30 airlines and luxury cruises on Crystal Cruises, The Yachts of Seabourn and Silversea.