Good Reasons for Hotel Guests to Think Small Before Checking in This Year
Photo Credit: A room at the Cortiina Hotel in Munich, Germany. Cortiina Hotels
Skift Take
Loyalty to a chain used to mean everything. But frequent travelers are realizing that loyalty to one property or small group of properties has its benefits as well.
2016 might be the year that frequent travelers re-think their hotel loyalty allegiances.
Sure, that Platinum status with Hyatt gets you free vacation nights and that unbridled Starwood loyalty gives the ability to have the occasional upgrade or late checkout, but is the love (and money) shown by very frequent travelers to big hotel brands reciprocal? My vote is no. When it comes to hotels, 2016 should be the year of the free agent for many.
Here’s why:
First, the merger between Marriott and Starwood will have big implications for business travelers. Starwood points are obviously the shadow currency of the consulting class, but it is yet unclear as to what will happen in this mega merger. If big airline tie-ups are any indication, it will be messy and chaotic for a few years before there’s any semblance of harmony or a unified loyalty program. Beware, particularly if you are a longstanding SPG member.
In addition, a broader issue is the management by spreadsheet of the l
