Hotels getting stingier with rewards programs
Airlines aren't the only companies getting stingy with
loyalty programs. Changes at three major hotel chains mean that it's going to
be more costly for travelers to book rooms using reward points.
Hilton, Marriott and Starwood -- which owns luxury chains including the Westin and W hotels --
have all announced that they will raise the number of points needed to stay at
many of their properties.
Hilton will nearly double the points needed to stay at
its most popular locations during peak seasons. Marriott, which also operates
Ritz Carlton, will increase the points needed to stay at more than 1,000 of its
hotels in the United States and abroad after May 15, according to a company
document.
Starwood, meanwhile, will change one of its popular
programs by hiking the combined points and cash needed to stay at the majority
of its hotels by 25%.
When the changes go into effect in coming months, all the
points that loyalty program members have racked up through hotel stays and
credit card purchases will immediately drop in value.
"Now that it's time to redeem them, consumers are
finding it's going to take a lot more than they thought to get that resort
hotel," said Brian Kelly, a travel expert who offers consumers advice on
hotel and airline rewards on his site Thepointsguy.com.
Starting Tuesday, a Starwood member will need to rack up
$5,000 worth of points and pay an extra $180 to book a night at the Washington
D.C. St. Regis through the chain's "Cash & Points" redemption
program, which requires fewer points than the standard program. Before the
change, a traveler would have needed to cash in on $4,000 worth of rewards
spending and pay an extra $150.
Starwood said in its announcement that the changes to
this rewards program will open up international locations and upgraded rooms
like suites to more members. Starwood could not be reached for comment.
A night at the Boston Marriott Long Wharf booked after
May 15 will require $4,500 worth of regular rewards spending, compared to
$4,000 now. The changes are based on hotel popularity and pricing changes in
various markets, said Marriott spokeswoman Laurie Goldstein. She added that the
company made sure to give rewards members months of advance notice so they
could get bookings in under current point levels.
And starting March 28, a night at the Hilton Doubletree
Suites in New York City's Times Square will require between $4,666 and $6,333
in rewards spending, up from $3,333.
The jump is most drastic at the chain's most popular
hotels during popular travel seasons. On the bright side, Hilton said it would
also add a fifth night free for its elite members. Hilton could not be reached
for comment about the changes.
As hotel loyalty points become increasingly less
valuable, Kelly said that both business travelers and everyday consumers should
consider other options, from deep discount sites like Priceline.com to home
rental sites like Airbnb.
"I always tell people to do the math," he said.
"The whole point of points and loyalty is to save money."
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