Hotel chains devalue loyalty points and make free stays harder to get


Skift Take

Some people argue that airline and hotel loyalty programs aren’t particularly worthwhile, and the latest moves to devalue points gives the argument more credence.

— Dennis Schaal

For frequent flyers and business travelers, the last few weeks have brought discouraging news. Amid ever-increasing belt-tightening trends, several hotel chains and a major airline have decided to scale back on customer loyalty programs, sparking anger among many customers.

Since earlier this year, Marriott International, Hilton Hotels & Resorts, InterContinental Hotels Group, and Starwood Hotels & Resorts all have effectively devalued their customer loyalty programs, now requiring more points, and sometimes more cash, in order to obtain a reward room.

Tags: loyalty

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