PHOTO: La Quinta rolls out improvements to its La Quinta Returns loyalty program. (Photo via Flickr/faungg's photos)
La Quinta has announced a series of enhancements to its La Quinta Returns loyalty program that will provide members with more ways to earn points and more flexibility in cashing in on their rewards.
Two new benefits include Redeem Away and Instant Free Nights. The former is an industry first that will allow members to redeem points for a variety of everyday purchases, including meals, groceries and online bookstores, among others.
Another industry first, Instant Free Nights, allows members to redeem a free night at check-in using their mobile phone.
"We are launching these innovative changes to our loyalty program to build on the company's third strategic priority—to drive engagement with our brand by investing in points of differentiation and to attract new guests to La Quinta," said La Quinta president and CEO Keith Cline in a statement. "With Redeem Away and Instant Free Nights, two new benefits, we are encouraging our members to engage with the brand while on the go."
With Social Connections, members can also link their social media accounts to La Quinta Returns and earn points for sharing. Mobile check-out is also available.
READ MORE: Hilton Reveals Significant Changes to Loyalty Program
Points will remain the same under the enhanced program, with La Quinta Returns members earning at a rate of 10 points for every $1 spent on eligible room rates at La Quinta hotels. La Quinta Returns Gold members will receive a 20 percent bonus on all base points earned and Elite members will receive a 30 percent bonus on all base points earned.
Members will still earn credit toward Gold and Elite levels even if their room rate doesn't qualify for points and they can qualify for tier status based on the number of nights and number of stays.
The upgraded program will launch alongside La Quinta's new "Winning @ Business" integrated marketing campaign that will feature TV commercials, radio spots and shareable campaign extensions across social and digital platforms.
La Quinta's new additions come as other hotel companies including Hilton and Hyatt have revamped their loyalty programs. Earlier this year Hilton introduced Hilton Honors (dropping the extra H) and introduced a special slider tool allowing members to find the right combination of points and money to spend on a room.
On Wednesday, Hyatt rolled out World of Hyatt, adding more tiers and more ways for members to earn reward points when they travel.