ROCKVILLE, Md. — Choice Hotels International, Inc. (NYSE: CHH) today announces a series of enhancements to expand the benefits of its Choice Privileges loyalty program for its more than 45 million members. Changes build on the existing program features that members value, allowing more time to redeem points and offering new elite status benefits. These updates reflect Choice’s ongoing commitment to its guests, loyalty members and franchisees, as the company continues to evaluate ways to best serve them amid the COVID-19 pandemic.
“Even during this crisis, our members found a number of ways to engage with us and make a difference,” said Jamie Russo, vice president, loyalty programs and customer engagement, Choice Hotels. “Some of them are essential and frontline workers who chose to stay in our small-business hotels, and others showed their generosity by donating their Choice Privileges points to aid recovery efforts. Our latest loyalty program changes tell our members that we appreciate their continued support and our hotels are here to welcome them whenever they feel safe traveling again.”
The following loyalty program updates, effective today, help provide members with the flexibility to use their benefits as soon as they are ready to travel:
- Flexible Points Redemption: Pausing the expiration of loyalty points until Dec. 31, 2020, for all members.
- Reduced Elite Status Requirements: Reducing the number of nights members are required to stay in 2020 to qualify for elite status in 2021. They can now achieve:
- Gold status after staying seven nights, as opposed to 10 nights.
- Platinum status after staying 15 nights, as opposed to 20 nights.
- Diamond status after staying 25 nights, as opposed to 40 nights.
- Upgrades and Extensions for Gold and Platinum Members: Upgrading the status of current Gold and Platinum elite members, effective June 1 – Dec. 31, 2020. Gold members will be upgraded to Platinum and Platinum members to Diamond.
- Upgraded members who stay at least five nights by Dec. 31, 2020, can maintain this enhanced status through Dec. 31, 2021.
- Upgraded members who stay less than five nights by Dec. 31, 2020, will revert to their original status, prior to the upgrade, and maintain it through Dec. 31, 2021.
- Extensions and Bonus Points for Diamond Members: Extending the status of current Diamond members through Dec. 31, 2021, and offering a 10% bonus – in addition to their existing 50% bonus – on points earned through Dec. 31, 2020.
Choice is also continuing to offer its Status Match program, which allows its loyalty members to match their elite status from another major hotel rewards program to the Choice Privileges program. With 97% of Choice’s domestic hotels continuing to operate, Status Match provides many travelers with an added opportunity to make their most of their stay.
In addition to various options for redeeming their points, Choice Privileges members may also choose to donate points toward charitable causes, such as Serta Inc.’s “Stay Home, Send Beds” initiative, which helps address nationwide hospital bed shortages caused by the COVID-19 pandemic. They can also contribute points to the International Franchise Association’s “Franchising Gives Back” program, or organizations such as Operation Homefront and the American Red Cross. Members have already donated more than 22 million loyalty points to these deserving causes in recent weeks.
Choice Privileges members receive benefits such as exclusive rates on stays, express reservations and check-in, extended check-out upon request, Your Extras rewards and points to use toward future rewards such as free nights. Choice Privileges is free and easy to join at www.choicehotels.com/choice-privileges.
About Choice Hotels®
Choice Hotels International, Inc. (NYSE: CHH) is one of the largest lodging franchisors in the world. With more than 7,000 hotels, representing over 590,000 rooms, in over 40 countries and territories as of December 31, 2019, the Choice® family of hotel brands provide business and leisure travelers with a range of high-quality lodging options from limited service to full-service hotels in the upscale, midscale, extended-stay and economy segments. The award-winning Choice Privileges® loyalty program offers members benefits ranging from everyday rewards to exceptional experiences. For more information, visit www.choicehotels.com.
Certain matters discussed in this press release constitute forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Generally, our use of words such as “expect,” “estimate,” “believe,” “anticipate,” “should,” “will,” “forecast,” “plan,” “project,” “assume,” or similar words of futurity identify such forward-looking statements. These forward-looking statements are based on management’s current beliefs, assumptions, and expectations regarding future events, which, in turn, are based on information currently available to management. Such statements may relate to projections of the company’s revenue, earnings, and other financial and operational measures, our liquidity, our ability to assist franchisees through relief or other financial measures, our ability to minimize or manage disruptions posed by COVID-19, and the impact of COVID-19 and economic conditions on our future operations, among other matters. We caution you not to place undue reliance on any such forward-looking statements. Forward-looking statements do not guarantee future performance and involve known and unknown risks, uncertainties, and other factors.
Several factors could cause actual results, performance, or achievements of the company to differ materially from those expressed in or contemplated by the forward-looking statements. Such risks include, but are not limited to, continuation or worsening of COVID-19 pandemic; changes in consumer demand; the impact of COVID-19 on the global hospitality industry, particularly in the U.S. travel market, changes to general, domestic, and foreign economic conditions, including as a result of COVID-19; future global outbreaks of pandemics or contagious diseases or fear of such outbreaks; foreign currency fluctuations; operating risks common in the lodging and franchising industries; impairments or losses relating to acquired businesses, changes to the desirability of our brands as viewed by hotel operators and customers; changes to the terms or termination of our contracts with franchisees; our ability to keep pace with improvements in technology utilized for marketing and reservations systems and other operating systems; our ability to grow our franchise system; exposure to risks related to our hotel-development, ownership and financing activities; fluctuations in the supply and demand for hotels rooms; our ability to realize anticipated benefits from acquired businesses; the level of acceptance of alternative growth strategies we may implement; operating risks associated with our international operations, especially in areas currently most affected by COVID-19; the outcome of litigation; and our ability to manage our indebtedness. These and other risk factors are discussed in detail in the company’s filings with the Securities and Exchange Commission, including our annual report on Form 10-K and our quarterly reports filed on Form 10-Q. Except as may be required by law, we undertake no obligation to update publicly or revise any forward-looking statement, whether as a result of new information, future events, or otherwise.
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