Skift

Airlines

Radisson Hotel Group Now Makes It Easier to Get Elite Loyalty Status

  • Skift Take
    It’s now easier and simpler to join Radisson Rewards and qualify for elite status, though it’s slightly harder to earn points for free rooms.

    Radisson Hotel Group is overhauling its loyalty program this month as part of a larger initiative to refresh its entire brand.

    The former Club Carlson is now simply called Radisson Rewards. That move is in line with the company’s global strategy to move away from its Carlson Rezidor branding – the former name of the hotel group – and more toward the Radisson branding, which is the primary hotel within the group and easier for consumers to understand.

    Now, Radisson Hotel Group, including the Radisson Hotels and Radisson Rewards, are all better-aligned.

    In addition to the brand overhaul, which includes a new website, mobile app and credit card, Radisson Rewards is also making it easier for travelers to earn elite status and associated perks.

    The group has cut the number of qualifying nights or stays needed to earn status by up to 40 percent; to earn Silver status, which is the lowest elite threshold, qualification now only requires nine nights or six stays instead of 15 nights or 10 stays before. Top-tier Platinum status can now be earned at 60 nights or 30 stays, a reduction of 20 percent.

    Silver status with Radisson Rewards comes with a 5 percent discount on in-house food and beverage, complimentary water and the ability to start using points for free rooms or cash-plus-points bookings.

    By comparison, the lowest level of status (Gold Elite) at IHG Rewards, a competing program, is earned after 10 nights while the same status (Gold Elite) at Wyndham Rewards is earned after five. Each program offers a similar spectrum of perks at the lowest elite level.

    As Radisson Rewards makes it easier to earn elite status with the program, it’s also making it slightly harder to earn points for free or discounted rooms. Silver members of the program will earn 22 points per dollar spent at the hotel (down from 23) and Gold members will earn 25 instead of 27. That reduction is only 4 percent and 7 percent respectively – and the entry-level base member and highest tier, which is Platinum, earnings will remain the same – but some mid-level Radisson Rewards members may be disappointed.

    Regardless of the tweaks, Radisson Rewards now appears to be better accessible in terms of both name and qualification. With this simplification in hand, it should better compete with Wyndham, Best Western and the full spectrum of mid-tier properties around the world.

    Photo Credit: As Radisson Rewards makes it easier to earn elite status with the program, it's also making it slightly harder to earn points for free or discounted rooms. Radisson Hotel Group
    Subscribe Now

    Already a member?

    Subscribe to Skift Pro to get unlimited access to stories like these ($30/month)

    Your story count resets on {{monthly_reset}}

    Subscribe Now

    Up Next

    Free Read

    Hotels

    Skift Global Forum Video: Customer Data 2.0 and Insights to Build Long-Term Loyalty

    In this video recording from Skift Global Forum, we hear from Jeanne Jones, vice president, community and customer marketing, Amperity, and Lisa Borromeo Checchio, chief marketing officer, Wyndham Hotels & Resorts, who discussed how data plays an integral role in building relationships with loyal members and new customers alike.

    Online Travel

    How Far Will Google Take New Hotel and Environment Claims?

    It's a nice step for Google to provide more information about hotels' sustainability practices in search results. But will the company have the guts to get "political," in the eyes of some, and push hotel listings higher or lower based on environmental practices?

    Online Travel

    Expedia Consolidates 3 Loyalty Programs With New Rewards for Vacation Rentals

    With Marriott Bonvoy making loyalty inroads, and subscription programs having a moment, Expedia Group is consolidating its far-flung loyalty programs in a move that coincides with its strategy to simplify its operations.