Choice Hotels' New 'Nightcap' Amenity Options Includes Booze, Beauty Products or Points
Choice Hotels is better known for brands like Comfort Inn and EconoLodge rather than luxury brands. But, the hotel group is working on improving its image both at lower- and higher-end brands. For example, Choice recently booted hundreds of Comfort Inn properties for not meeting new standards.
Meanwhile, Choice has been focusing more on its upscale hotel brands of Cambria Hotels and the Ascend Collection. This is part of an intentional strategy by management. As Choice's CFO Dominic Dragisich recently put it, "We believe our strategic focus on upscale will continue to evolve our portfolio and drive top line growth because of the revenue-intense nature of the brands."
One of the small ways that Choice is improving the traveler's experience at Cambria Hotels is by "redefining the nightcap." With this new welcome amenity program at select Cambria Hotel locations, guests will have both alcoholic and non-alcoholic options, as well as non-drink related options.
The hotel brand recently surveyed 2,000 business travelers between 30 and 49 years old to figure out what they wanted more of when traveling for work. And the answer most gave wasn't "more alcohol."
60% surveyed would rather end their day with a hot shower or bath rather than an alcohol beverage. Half said that they drink less alcohol when traveling than they used to. Many travelers agree that the nightcap can be defined as "anything that serves as a relaxing way to end the day."
Of course, there are still plenty that would like a traditionally-defined nightcap. At check-in, Choice Privileges members will get to choose one of the following:
- Face mask
- Shower burst spa product
- Cambria custom blend chamomile lavender tea
- $5 beverage voucher for the hotel bar or grab-and-go market
- 250 Choice Privileges points
For now, you'll only find these welcome amenities at five locations: New Orleans, Nashville, Pittsburgh, Dallas and New York-Chelsea. Hopefully the program will be rolled out to more locations soon.
This choice of welcome amenities is a rather creative way to give travelers a different kind of treat when they check in. That said, these options aren't especially generous or costly for the hotel.
As part of this roll out, I got a chance to try the face mask and shower burst. Both are a nice touch and something that isn't available as a welcome amenity elsewhere. However, each probably only costs the hotel a dollar or two. TPG values the Choice points option at just $1.50. That leaves the $5 food and beverage voucher as the highest face-value option.
As a Choice elite, I'd much rather get a more meaningful welcome amenity like free breakfast or a higher-value food and beverage credit that could be used toward dinner, drinks or breakfast.
All that said, it's nice to see a hotel brand listening to its customers and creating a unique welcome amenity, and I applaud Choice for providing a variety of options.
Before your next stay at a Choice hotel, make sure that you're also enrolled in Your Extras, an opt-in program for travelers staying at Choice properties Sunday-Thursday nights. When you enroll, you can choose between earning Choice Privileges points, airline miles with participating carriers, Fuel Rewards savings, Amazon.com credits, a Starbucks coffee card or Uber trip discounts.
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll 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 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t 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 Rewards® 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 you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® 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 Rewards® 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 Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® 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. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® 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 Express® 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 Express® 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 Express® 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.