Last updated: 11:30 AM ET, Wed February 17 2016

Choice Hotels Introduces Changes to Loyalty Program

Hotel & Resort | Patrick Clarke | February 17, 2016

Choice Hotels Introduces Changes to Loyalty Program

Photo courtesy of Thinkstock

Members of Choice Hotels International's Choice Privileges loyalty program will be able to earn points and ultimately cash in on rewards faster than before in wake of program enhancements revealed by the company Tuesday.

For example, U.S. members that book a qualifying stay that includes at least one weekday night can now choose from five different special rewards, including Shell fuel savings and credit.

Meanwhile, international Choice Privileges members can choose between bonus points or airline miles.

READ MORE: Which Hotel Rewards Programs Are the Best?

Choice Hotels has also introduced FlexRewards, which will allow members to redeem a free night much faster than before by requiring the use of fewer points at more than 1,500 participating properties.

Perhaps the most unique change, Choice Privileges members can now redeem their points for downloadable digital gift cards. So no more waiting for them to arrive via snail mail.

What's more, members can remain active and hang on to their points longer by simply completing one qualifying activity every 18 months. In addition to keeping them, earning those points will be much easier moving forward since the company is rewarding members with 10 points per every dollar spent at all 5,500 Choice Hotel properties, including economy and extended stay locations.

READ MORE: How Are Hotel Loyalty Program Members Using Points?

Choice Hotels' Vice President of Loyalty and Customer Engagement Jamie Russo said the changes "mark a major milestone in Choice Hotels' history."

"While many rewards programs continue to decrease the value of benefits for their guests, we're building a loyalty program that gives more and faster perks to travelers starting right when they join," Russo added in a statement. "We have built these new features around guests, and we want them to feel constantly rewarded by the new Choice Privileges wherever their travels take them."


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