RITZ-CARLTON LAUNCHES LOYALTY PROGRAM

LUXURY HOTEL CHAIN RITZ-CARLTON HAS RECENTLY INTRODUCED ITS NEW LOYALTY PROGRAM, REVEALING SOME OF THE HIGH-END NAMES IT HAS PARTNERED WITH. RITZ-CARLTON REWARDS GOES 'FAR BEYOND PROVIDING COMPLIMENTARY STAYS AND AIRLINE FLIGHTS', OFFERING A BROAD SELECTION OF UNIQUE TRAVEL EXPERIENCES. FASHION NAMES ALREADY CONFIRMED FOR THE PROGRAM INCLUDE CLOTHING BRAND VERA WANG AND LUXURY RETAILER NEIMAN MARCUS. MEMBERS WILL ALSO BE ABLE TO REDEEM POINTS FOR PHOTOGRAPHY WORKSHOPS FROM NATIONAL GEOGRAPHIC PHOTOGRAPHERS AND TRAVEL EXPERIENCES FROM ABRECROMBIE AND KENT. MUCH LIKE COMPETING PROGRAMS AS INTERCONTINENTAL'S PRIORITY CLUB OR HILTON HHONORS, GUESTS WILL ALSO BE ABLE TO REDEEM POINTS FOR FLIGHTS. 'NO OTHER LUXURY HOTEL COMPANY COMES CLOSE TO PROVIDING SUCH A FULL RANGE OF OPPORTUNITIES TO EARN AN REDEEM POINTS AND EXCEPTIONAL AND EXOTIC ADVENTURES', SAID RITZ-CARLTON BOSS HERVE HUMLER. RITZ-CARLTON HAS LONG SHIED AWAY FROM A LOYALTY CLUB, MAINTAINING THAT ITS CUSTOMERS WERE DIFFERENT FROM THOSE OF ITS PARENT CHAIN MARRIOTT AND WOULDN'T BE INTERESTED IN SUCH A PROGRAM. HOWEVER, WITH INDUSTRY ROOM RATES AND OCCUPANCY BADLY HIT BY THE ECONOMIC CRISIS IT SEEMS EVEN TOP-END BRANDS NEED TO FIND WAYS TO KEEP CASH-STRAPPED CUSTOMERS LOYAL.