Leading Hotels of the World has relaunched its Leaders Club programme, with new benefits including free breakfast and internet access, but members will now need to pay $100 for entry level membership.
The revamped scheme sees members benefit from complimentary continental breakfast for two on each day of their stay, as well as free internet access at all Leading Hotels. These perks are in addition to existing benefits including a complimentary night for every five stays completed during the calendar year, preferred status for a one-category room upgrade, and early check-in and late check-out.
The new benefits come at a price though, with the entry Access level membership costing $100 per year. However Leading Hotels spokeswoman Jennifer Oberstein says that when researching the proposal, the group found that members viewed it as a "good cost-value proposition". Oberstein added that at some hotels, internet and breakfast for two could add about $100 per day to the bill, so the Access membership option could pay for itself with one visit.
Previously the Leaders Club offered a free membership level, along with two paid-for tiers, but this has now been simplified into two tier levels, with an Unlimited membership also available for $1,200 per year, including additional perks such as guaranteed room upgrades, access to the leaders Club global concierge service, and Priority Pass membership for access to airport lounges worldwide.
Leading has also taken steps to appease existing members of the Leaders Club scheme, with all active members in 2010 (ie: those having made a booking) receiving complimentary Access membership for 2011.
In addition, where members have existing Access level membership purchased in 2010 (which was previously charged at a higher rate of $300), Leading has extended their memberships by either two or three years (depending on the date of purchase) to reflect the new lower rate.
Leading Hotels of the World counts over 430 independent hotels and reosrts within its scheme, including the Ritz Paris, Rocco Forte’s Brown’s Hotel, and Hotel Plaza Athénée in New York.
For more information visit lhw.com/leadersclub.
Report by Mark Caswell