Choice moves privileges north

As part of its effort to best reward loyal customers, Choice Hotels International has
announced the integration of its Choice Privileges frequency program with
Choice Club Plus, the frequency program for Choice Hotels and residents in
Canada.Through this integration, U.S. Choice Privileges members will be
able to earn points at Choice brand hotels in Canada, and Canadian residents
automatically will be enrolled in the new Choice Privileges Canada program
so they can earn points at both midscale Choice brand hotels in the U.S. and
Choice brand hotels in Canada.
        “The integration of Choice Privileges and Canada’s Choice Club
Plus program will create truly seamless coverage and benefits for loyal
Choice guests throughout North America,” said Cynthia Lakas, senior director
of database and frequency marketing. “By integrating the two programs, we’re
better able to serve members from both programs, and we’re better able to
serve our franchisees by funneling business across borders. It’s a winning
move for all parties: Choice Hotels, our franchisees, and, most importantly,
our customers.”
        Members in both the U.S. and Canada will now earn 10 points per
US Dollar at more than 3,200 Comfort Inn, Comfort Suites, Quality, Sleep
Inn, Clarion and MainStay Suites brand hotels in the U.S., Canada, Caribbean
and Mexico. For stays in Canada, revenue will be converted from Canadian
Dollars to U.S. Dollars to award the points.
        As a result of the implementation, Canadian members not only
will be able to earn points at North American hotels, but also redeem points
at Choice Privileges locations worldwide; redeem points at Preferred Hotels
& Resorts; and have increased online functionality. Canadian members will be
offered different gift certificate and donation options than U.S. members,
and customer communications will be targeted based on a customer’s country
of residence.
        On-site property benefits for Choice Privileges members will be
consistent throughout the U.S. and Canada and will include express
reservations, access to special room rates, express check-in, free local
calls and incoming faxes, complimentary newspaper and extended (2 p.m.)
checkout.
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