...additional partnerships with some of the country’s most famous independents, including the Royal Sonesta New Orleans, Yotel New York, The Strand Hotel in New York and—ironically—the Modern Honolulu (formerly Waikiki Edition).
With improved benefits and guest–friendly rules, hotel loyalty programs are increasingly becoming one of the primary reasons for selecting a particular hotel. Smaller hotel chains are developing successful loyalty programs of their own, and in many cases outperform the major chains in program effectiveness. Stash Hotel Rewards allows guests to earn points for free nights at nearly 150 independent hotels across the country. These efforts reflect a growing trend to help independents and smaller chains compete with the big guys.
Gone are the days when only big hotel brands attract all of the “road warriors” and repeat group business. Independent hotels now have viable options for loyalty programs on par with the big brands to entice these lucrative consumer segments.
It’s been a little more than a year since Stash Hotel Rewards was launched with the aim of helping independent hotels attract frequent travelers. And, what started with 64 independent hotels on May 20, 2010, has ballooned to 147 hotels today, establishing a new avenue for independent hotels to market themselves to the all-important business traveler set.
Not that long ago, Jeff Low was a road warrior for Expedia spending way too many nights a month in Manhattan, most of them at the 210-room Affinia 50, an independent boutique property in Midtown that he had come to enjoy. So much time, in fact, he realized he was missing out on earning serious loyalty points. Only thing is, the hotel didn't have a loyalty program. "It really got me thinking that there is something here to be developed. The idea just took hold from there," says Low.
Travelers who prefer boutique hotels to big cookie-cutter brands have long faced a trade-off. While often more charming and memorable than your typical chain hotel, most independent hotels don’t offer loyalty programs.
Stash Hotel Rewards made its debut in May 2010 with a collection of boutique hotels in North America, including Bardessono in Yountville, California, Hotel Valley Ho in Scottsdale, Arizona, and the Lenox, in Boston.
To celebrate its first birthday this week Stash Hotel Rewards is offering Stash member guests 1,000 bonus points for stays at a Stash Rewards hotel partner this week from Monday, May 16 through Friday, May 20. There are a couple of good bonus opportunities currently running with Stash Hotel Rewards including Loyalty Traveler’s very own new member sign-up link for 1,000 bonus points.
For the Palms Hotel & Spa, the latest move to set itself apart was joining a loyalty program for independent properties that gives points redeemable for free nights to people who stay at the network’s nearly 150 hotels — just like a chain. Stash Hotel Rewards started a year ago with 65 properties. Janzon said she hopes the program will give her hotel an edge with potential visitors.
This is fitting--Stash Rewards wants to give you a stash of points for its birthday. The loyalty program for independent hotels will turn one year old on May 20 but will celebrate the milestone all next week and, in some cases, for the rest of the month.
For hotels like Denver's Teatro that want to stay independent but still recognize the importance of loyalty programs in customer retention, there's Stash, a rewards system started last year by a group of e-commerce veterans.
Stash Rewards is a reward program for independent hotels, including boutique and historic properties. Each stay collects points that you can redeem at participating hotels.
Another feature Jeff Low likes to point out for Stash Rewards is their hotel loyalty program does not offer cookie-cutter hotel properties. Sometimes I think the curse for some big chain travelers is the only way to remember what town you are in when sitting in your hotel room is to look out the window of the Aloft or Hyatt Place or Hilton Garden Inn.
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