I sat down with 3 Choice Hotels leaders: Here's their take on the future of Choice Privileges
The Radisson-Choice Hotels integration has been picking up steam lately. In August 2022, Choice Hotels acquired Radisson Hotels Americas. At the end of January, it became possible to transfer points between the programs at a ratio of 2 Radisson Rewards Americas points for every 1 Choice Privileges point.
Radisson Rewards Americas will be fully integrated into Choice Privileges later this year. However, Choice hasn't announced a specific integration timeline or provided many details about what the combined program will entail.
So, I recently sat down with three Choice Hotels leaders ā Chief Commercial Officer Robert McDowell, Senior Director of Strategy and Partnerships Matt Rubin and Senior Director of Loyalty Strategy Matt Vaccarella ā at the annual Choice Hotels convention to discuss the future of the Choice Privileges loyalty program.
Here's what I learned.
Do no harm
You've got to love a program with leaders who say one of the key goals when integrating the Choice Privileges and Radisson Rewards Americas programs is to "do no harm." Especially after watching Starwood and Marriott combine, I respect and appreciate program leaders who know they need to get the integration right.
When asked about what success for Choice Privileges looks like during and after the Radisson Rewards Americas integration, the leaders highlighted three primary areas:
- Flawlessly integrate the programs, including on-site experience and technology.
- Members of both Radisson Rewards Americas and Choice Privileges should feel welcomed and respected.
- Evolve the program to better meet the needs of travelers who stay at upscale brands while not losing focus on existing members.
When asked about the role loyalty plays in the Choice Hotels business, the leaders I spoke with highlighted that now ā with the upcoming integration of Radisson Rewards Americas into Choice Privileges and the launch of the new Choice credit cards ā is the perfect time for the program to make loyalty a differentiator.
Related: How to choose a hotel loyalty program
Adapt to a new portfolio
Choice Privileges has a variety of brands, ranging from economy brands like Rodeway Inn and Econo Lodge to upscale Cambria Hotels. But Radisson Rewards Americas brings in a higher proportion of upscale brands, such as Radisson and Radisson Blu.
One challenging aspect the program faces is making the loyalty program relevant and rewarding to members who stay at each of the 22 brands. This is especially important since there are more opportunities (and expectations) to provide benefits to elite members at upscale brands than at economy brands. The program needs to do so to compete with other hotel loyalty programs.
The Choice Hotels leaders said it's not yet time to discuss specifics related to how the Choice Privileges loyalty program will change as it integrates Radisson Rewards Americas. However, they highlighted that they want the current perks from both programs to come together nicely under their goal to "do no harm" to members currently participating in the programs.
For example, Choice may shift to a program that offers base benefits at all properties and accelerated benefits at select brands, all based on your membership or elite tier. In fact, the Your Extras promotion might soon offer some higher-value options for stays at select brands. Both moves would help Choice better serve guests at upscale brands while still providing value at economy brands.
Related: Comparing the best hotel elite status tiers and how to earn them
Leverage technology
Choice plans to leverage technology improvements to boost loyalty. For example, Choice Privileges elite members may be able to book award stays before general members ā or at least outside the current 100-day award booking window ā once Choice completes some tech updates next year. Members may also eventually get personalized or segment-specific promotions.
Choice is also trialing a customer-facing digital tablet during check-in at 1,300 hotels. This tablet reduces paper waste and encourages guests to enroll in the Choice Privileges program if they haven't already. In some locations, guests can even apply for a Choice credit card during check-in. Choice plans to have this digital tablet at all midscale and upper-midscale properties by Aug. 1.
Related: Earn bonus points after every 2 stays and more with current Choice Privileges promotions
Build new partnerships
Choice already has some valuable partnerships, including with Preferred Hotels and Resorts and Bluegreen Vacations. There's also the new Choice Mastercards, which are a great way to earn Choice points on stays and everyday spending.
But Choice's new partnerships go beyond stays and cards. For example, last fall Choice started letting members redeem points for exclusive college sports experiences. The program found last year's experiences were a success and it intends to offer more college basketball and football experiences this fall and winter. Choice says it is also working to provide more experiences that matter to members outside of college sports.
Related: Redeem Choice points for a Maldives resort, half-board hotels, suites and more
Bottom line
I enjoy the value I can get when redeeming Choice points. So I'm naturally nervous about a potential devaluation as Radisson Rewards Americas integrates with Choice Privileges later this year.
However, the Choice leaders stated outright that there won't be a rewards devaluation when the programs combine. Most award nights will still cost 35,000 points or less. And the program intends to keep its system of having defined award pricing for weeknights and weekends across set periods.
I'm cautiously optimistic that the integration will go flawlessly and that the Choice Privileges program won't be devalued. After all, the Choice Hotels leaders I spoke with know that loyalty can get guests to stay at their property instead of competitors. But only time will tell.
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Rewards
| 4X | Earn 4X Membership RewardsĀ® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership RewardsĀ® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership RewardsĀ® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership RewardsĀ® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership RewardsĀ® point per dollar spent on all other eligible purchases. |
Intro offer
Annual Fee
Recommended Credit
Why We Chose It
Thereās a lot to love about the Amex Gold. Itās a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If youāre hitting the skies soon, youāll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkinā credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, thereās no reason that foodies shouldnāt add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership RewardsĀ® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if youāre approved and find out your exact welcome offer amount ā all with no credit score impact. If youāre approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership RewardsĀ® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership RewardsĀ® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership RewardsĀ® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership RewardsĀ® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership RewardsĀ® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. Thatās up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership RewardsĀ® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American ExpressĀ® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American ExpressĀ® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American ExpressĀ® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership RewardsĀ® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership RewardsĀ® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership RewardsĀ® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership RewardsĀ® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership RewardsĀ® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership RewardsĀ® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICOĀ® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
Thereās a lot to love about the Amex Gold. Itās a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If youāre hitting the skies soon, youāll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkinā credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, thereās no reason that foodies shouldnāt add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership RewardsĀ® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if youāre approved and find out your exact welcome offer amount ā all with no credit score impact. If youāre approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership RewardsĀ® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership RewardsĀ® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership RewardsĀ® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership RewardsĀ® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership RewardsĀ® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. Thatās up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership RewardsĀ® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American ExpressĀ® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American ExpressĀ® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American ExpressĀ® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.