5 ways hotels can improve top-tier elite status for a post-pandemic world
The coronavirus pandemic hasn't been kind to hotel elite status. While status was extended early in the pandemic (and elite status requirements reduced), we didn't see many further enhancements. In fact, Hilton temporarily removed free breakfast for Hilton Honors Gold and Diamond members at its U.S. properties. Instead, these elites now receive food and beverage credits, which will vary by property.
While it's nice to have this flexible credit, those who enjoy breakfast at higher-end properties like Waldorf Astoria and LXR will find themselves paying out of pocket for a standard meal. So in my eyes, it's a massive devaluation for Hilton's most valuable elite members who may frequent luxury properties.
This got me thinking: In a perfect world where hotel elite status was improved instead of devalued, what would I like to see in terms of new top-tier benefits? I brainstormed a handful of benefits I'd like to see added to the major hotel loyalty programs that would improve the guest experience and make me more likely to switch my loyalty.
While these are purely wishes, I tried to keep them as reasonable as possible, so you won't find any crazy asks here.
Guaranteed suite upgrade certificates
Marriott Bonvoy is my hotel loyalty program of choice and Marriott's elite status has treated me well. However, one thing that has consistently annoyed me about the program is Suite Night Upgrade certificates awarded as a Choice Benefit.
In theory, these certificates let you request an upgrade to a suite of your choice. That said, the upgrades are still up to the hotel to process. I have far lower than a 50% success rate of using these upgrades — hence why I have ten unused certificates in my account. I've been denied everywhere, from high-end JW Marriott's to limited-service properties, with no rhyme or reason.
I'd like to see hotels work with franchisees to offer guaranteed suite upgrades certificates for elites. These would take priority over all other upgrades and — like an airline upgrade certificate — confirm the guest automatically if space is available. This would be far less frustrating than an elite hoping to use a certificate for a special occasion, only to be denied when checking in. It would make the benefit feel significantly more premium.
Related: 6 tips to get the hotel room upgrades you deserve
More sharable benefits
One of my favorite World of Hyatt Globalist perks is Guest of Honor. This lets Globalist members share their elite status benefits when booking an award night for a friend or family member. The guest is eligible for free upgrades, breakfast and all the other benefits that come with the member's top-tier elite status.
I'd like to see other hotels offer similar benefits to their top-tier elites. Ideally, I'd like to see it offered on all stays booked for others and have a set number of "status passes" that a member can give to friends, family members or colleagues that can be used regardless of how a hotel stay is booked.
This is great for the elite and recipient, as it gives the guest a taste of the elevated experience that comes with elite status. At the same time, it's good marketing for the hotel group too. If a business traveler gifts a status pass to a colleague, said colleague may consider changing their own loyalty to the hotel group in question.
Related: Can you combine hotel night certificates with your spouse or family?
Option to choose free lunch or dinner
I love a good brunch, but I've never been a huge hotel breakfast fan. Sure, it's nice on weekends, but if I'm racing to a meeting or otherwise need to get to work, chances are I'm skipping the free breakfast for a coffee and pastry at a local coffee shop.
Because of this, I'd like to see hotels give elites the option to swap their free breakfast for a free lunch or dinner at properties with an on-site restaurant. This makes the benefit far more flexible and useful for business and leisure travelers who have somewhere to be in the morning. Whether this is a credit or a full-blown meal, having the option to choose would be a huge perk.
Another interesting take on this is giving elites a gift card to a nearby restaurant. This would be a great way to help travelers explore local cuisine, but it would help the restaurant industry that badly needs cash flow after pandemic shutdowns.
Related: Your complete guide to Marriott elite breakfast benefits
Reduced redemption certificates
Here's an interesting one: I'd like to see hotels take a page from Air Canada Aeroplan's book and offer reduced award certificates to elite members. Under Air Canada's elite status program, select elite levels get Priority Rewards certificates that can be used for a 50% discount on select award tickets, which can mean real savings on longer flights.
I'd like to see hotel elites get something similar when reaching top-tier elite status and set milestones. This would be a great way to reward business travelers and let them take their families on longer trips at better properties with their hotel points. Plus, it will also incentivize leisure travelers to stay loyal to use these certificates to stretch their points further.
Ideally, I'd like to see these be uncapped and valid at any property, but I'd assume that we would see category restrictions or limit how many points you can save if introduced. Regardless, I think they could have immense value at little cost to the hotel group.
Related: Best top-tier hotel elite status for your family — from free breakfast to confirmed suites
More points bonuses
One thing I like about Hilton Honors are the Milestone Bonuses. These let you earn bonus points when you hit certain night thresholds. After you stay 20 nights in a given year, you'll earn 10,000 bonus points for every 10 nights you stay. This is a great way to encourage Hilton members to continue staying at their properties, even after achieving elite status.
World of Hyatt has a similar program called Milestone Rewards, but it awards upgrades, club passes and other perks to members. For example, after you stay 20 nights (or earn 35,000 Base Points), you earn two Club Lounge passes. After 30 nights, you earn two more and a free night certificate.
I'd love to see the rest of the major hotel loyalty programs — namely Marriott — roll out similar benefits. Like reduced redemption certificates, this can be an excellent way to reward business travelers who spend lots of time on the road, along with leisure travelers who can easily move their loyalty elsewhere.
I like points bonuses the most as these have the most tangible value. Sure, Club Lounge passes are great, but it's hard to know when you'll use them. This is especially true if your travel mostly takes you to limited-service properties where there's no lounge. Plus, many hotel lounges are still closed due to the pandemic.
The same goes for free night certificates. These are often capped at a certain value and cannot be upgraded using points. Giving elite members points means they can choose to redeem them however they'd like and combine them with existing point balances for an epic getaway.
Related: Comparing 4 top hotel elite status levels — and how to easily earn them in 2021
Bottom line
Barring a few exceptions, hotel elite status has never been as valuable as airline elite status and we haven't seen many enhancements over the years. However, with a few tweaks, I think hotel status could become more worthwhile for travelers and build brand loyalty in the process.
Here, I outlined a few perks I'd like to see over the coming months. Any of these would help me continue to stay loyal or consider a jump to a new hotel group.
Feature photo by Andrew Kunesh / The Points Guy
TPG featured card
Rewards
| 4X | 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. |
| 4X | 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. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro offer
Annual Fee
Recommended Credit
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.
Rewards Rate
| 4X | 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. |
| 4X | 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. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® 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 FICO® 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
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.