TripRewards Lets Members Swap Between Loyalty Programs
To boost the value of its loyalty program, the Cendant Hotel Group has expanded its TripRewards system under a partnership with Points.com to let members exchange points and miles between disparate loyalty programs.
Under the new program, TripRewards members can pay an annual fee of $9.95 to enroll in a Points.com membership, which allows consumers to make a single transfer of their points and miles between various loyalty programs. Points.com offers more than 3,600 exchange opportunities and has 42 redemption partners. Members who want to make unlimited transfers can pay an annual fee of $29.95 and will receive 2,000 bonus points.
The program gives consumers greater flexibility to convert their points out of the TripRewards program. The program lets consumers exchange points into a program in which they are currently involved, said Wendi Mazzucco, senior director of loyalty and direct marketing for Cendant Hotel Group.
“It’s about offering the customer a choice,” Mazzucco said. “People want the freedom to either earn direct airline miles or exchange them for other programs.”
For example, the new program gives members the option to exchange their points and miles between American Airlines and U.S. Airways or redeem them for gift certificates at other leading retailers, including Eddie Bauer, The Gap and JC Penney, Mazzucco said.
“Loyalty programs are getting bigger and bigger,” Mazzucco said. “As more and more loyalty programs enter the market, they are not as compelling for consumers to spend points with that retailer. Our program enables consumers to retain value.”
Cendant Hotel Group launched its TripRewards program in December 2003. Marketing efforts for the program kicked off in February 2004. The TripRewards program has more than 3.5 million members.
As a separate incentive, Cendant Hotel Group is offering a new promotion tied to NASCAR and Super 8 Motels. TripRewards members who correctly predict the winners of stock-car cup races can earn weekly points in Super8.com under the promotion.
Super 8 Motels has been a major sponsor of the No. 32 Tide Chevrolet since 2001 and a stock-car racing sponsor since 1996. TripRewards members who vote for Bobby Hamilton, Jr., the driver of the No. 32 Tide Chevrolet, will receive double points in Hamilton wins.
Members who correctly predict race winners will receive 500 TripRewards points. Consumers who participate will be automatically entered into the Race for Points sweepstakes. The grand-prize winner will receive a trip for two a cup race, hotel accommodations, a car rental, $200 spending money, a personal meeting with Hamilton, and a gift basket. Lesser prizes include a Tide Bobby Hamilton, Jr. jacket, valued at $175 and die-cast replicas of the No. 32 Tide Car.
“We’re always looking for opportunities to increase TripRewards involvement,” Mazzucco said. “The idea is to get people to come back.”
The sweepstakes runs through June 4. Winners will be selected in a random drawing on June 10. Internet materials support. Super 8 Motels, Inc. sponsors. Pleasant Ridge, MI-based e-Prize, LLC handles.
The Parsippany, NJ-based Cendant’s Hotel Group operates Super 8, Days Inn, Ramada, Travelodge, Howard Johnson, Knights Inn, Wingate Inn and AmeriHost brands.
