Bombarded by promises of free nights and free flights, the 74 million Americans playing in frequent traveler programs reveal egos and attitudes as easily as reality TV scenarios. The Stasher hoards her free travel points for a “rainy day.” The Swinger plays both sides—hotel points and airline miles—for the total vacation package. And, the Snob? He pines for special perks and privileges. Priority Club® Rewards, one of the world’s largest hotel guest loyalty programs, unveils a fun new way of “member profiling”—Point Psychology—which ultimately helps people identify which loyalty program features are most important to satisfy their personal preferences.
Point Psychology is a first-of-its-kind member study that has identified six distinct behavior patterns of people playing the loyalty game: Swinger, Shepherd, Stasher, Snob, Sherlock and Slacker. Priority Club reviewed thousands of members’ patterns of point and mile collecting (earning) and redeeming, then categorized members according to what drives their practices and aspirations—dreams, deals and even diva-expectations. Whether using airline, hotel, phone or retail frequency programs, players who understand their behavioral tendencies can choose travel programs that offer exactly what it takes for them to realize their rewards faster.
Licensed Psychologist and author of 14 books on relationships, Dr. William G. Emener, Ph.D., echoes the findings of Priority Club.
“Point Psychology reveals behavioral tendencies that surface not only in point collection, but in every day situations,” said Emener. “The inherent trigger that makes the Sherlock search six different stores for the best deal on a new suit, also prompts him to check the Web sites of each major hotel program for the best point promotion before his next trip.”
Point Psychology Profiles:
Swinger: You’ve got it figured out; you’re quite savvy. You play both sides - points and miles - to the best advantage. Nights, flights, gift certificates, DVD players… why buy it when you can get it for free?
Bottom Line: Travel connoisseur, Tip: Join programs offering everything from air to merchandise—and features like points transfer and instant redemption.
Shepherd: Miles are your mania. You funnel everything - hotel, rental car, credit card miles - to fuel your free flight fixation.
Bottom Line: Mileage junkie
Tip: Choose hotel programs that offer collection in miles with a large selection of airline partners particularly with a favorite airline.
Stasher: You’re obsessed. You match every point and mile on your statements against hotel receipts and boarding passes. You’re piling up for that rainy day dream vacation.
Bottom Line: Meticulous point-counter, Tip: Pick programs with no point expiration. Some wipe out points after 18 months.
Snob: You deserve recognition. A room with a view, first class seats, you’re different from the common “riff raff” traveler. Points? Miles? You pile and save merely as a necessity to be treated like royalty.
Bottom Line: Elitist
Tip: Opt for programs that count points toward Elite status, not just nights or stays.
Sherlock: You’re the shrewdest game player. Seeking the best bonus, you want the biggest bang for your buck. Spend a dime without earning points and miles? A waste of time.
Bottom Line: Bargain-hunter
Tip: Concentrate hotel stays to programs with a large number of hotel locations, frequent “bonuses” and multiple point-earning partners.
Slacker: Points, schmoints; you don’t see the excitement. Getting a free in-room movie for signing up makes the program worth it. Bottom Line: Lazybones. Tip: Select a program with “immediate” perks like extended check-out and a weekday newspaper.
Priority Club Rewards has more than 3,200 Six ContinentsSM Hotels worldwide from upscale Inter-Continental® and Crowne Plaza® to Holiday Inn®, Holiday Inn Express® and Staybridge Suites® by Holiday Inn®. The award-winning program offers new member-preferred features which appeal to its 13 million members such as points transfer, points purchase, the fastest way to Elite status, no blackout dates and no point expiration. According to CNN: “The new Priority Club Rewards program is the best one around…”
To discover your profile type and get additional tips on choosing the best loyalty program, visit www.priorityclub.com/whoareyou, click on the “A Stasher, a Snob…Who Are You?” quiz, and let the Point Psychologists at Priority Club Rewards analyze your point-earning practice.
Becoming a member of Priority Club Rewards is free. Enroll online at www.priorityclub.com, at the front desk of any Six Continents Hotels location, or by calling 888/211-9874.