Radisson Hotel Group has unveiled a revamped Radisson Rewards loyalty programme, including the simplification of tier levels, a dynamic redemption model, and a new Discount Booster for future bookings.
The group says that the new tier structure is now “the most streamlined in the sector”, with just three tiers levels – Club, Premium and VIP.
Club members earn 8 points per US$ spent, and receive benefits including discounts on food and beverages at participating hotel restaurants, and priority check-in and checkout at selected hotels.
Premium membership (attained after five nights or three stays) sees members receive 27 points per US$ spent, as well as “exclusive benefits in your favourite hotel”, and a Discount Booster entitling members to up to 20 per cent off bookings – in exchange for a reduction in the number of points they earn.
Finally VIP membership (attained after 39 nights or 20 stays) sees members receive 36 points per US$ spent, as well as access to “exclusive VIP areas in selected hotels”, and a 24-hour VIP contact centre.
Radisson Rewards is following several other hotel groups including IHG in moving to dynamically priced redemptions, which it says “allows members the flexibility to choose how many points to use for an Award Night, and combine any amount of points [from 10 points upwards] with cash for room bookings or hotel services”.
Loyalty programme expert The Points Guy reports that the shift to dynamic redemption pricing means “Radisson Rewards has massively devalued its loyalty programme”, with a point now valued at 0.25 cents or less.
For its part Radisson Hotel Group said that the revamped Radisson Rewards “will open doors for guests to enjoy valuable and exclusive benefits faster, with VIP members advancing to the highest tier twice as fast as before”.
The group added that “Members can use their points exactly how and when they like with a new dynamic redemption model – a brand new feature that allows members the flexibility to choose how many points to use for an Award Night, and combine any amount of points with cash for room bookings or hotel services”.
Note that this summer a deal was announced for Choice Hotels International to acquire “the franchise business, operations and intellectual property of Radisson Hotel Group Americas”.
The move means that the Radisson Rewards programme is now separate to the Radisson Rewards America scheme. Members can however status match and move points between the two programmes on a 1:1 basis.
At present the Radisson Rewards America programme has not moved to dynamic redemption pricing.
