In a nod to the recession’s effect on luxury travel, Marriott’s luxury Ritz-Carlton chain is going to start giving customers loyalty points in exchange for stays.
The new program will let you earn Ritz-Carlton points whether you stay at a Courtyard, Marriott or Ritz-Carlton hotel.
Marriott and Ritz-Carlton officials will unveil the “Ritz-Carlton Rewards” program Tuesday morning at a press conference in New York City.
Starting Wednesday, both Marriott and Ritz-Carlton guests who sign up for the new loyalty program will be able to earn and save points. They can use the points for reward stays at Ritz-Carlton hotels or exclusive experiences offered through partnerships.
So far, Ritz-Carlton has lined up partners including luxury tour operator Abercrombie and Kent; fashion designer Vera Wang; National Geographic Expeditions photography workshops, and luxury retailer Neiman Marcus, Marriott officials tell Hotel Check-In.
Can you belong to both the existing Marriott Rewards program and Ritz-Carlton Rewards? No. Marriott is requiring members to choose between the two, although Marriott Rewards members are allowed to switch and join the new program, Marriott Rewards chief Ed French told me last night.
Ritz-Carlton’s recently departed chief, Simon Cooper, discussed the anticipated move four months ago in an interview with Hotel Check-In in May. Still, when Herve Humler - Ritz-Carlton’s new top executive - announces the new program tomorrow, it will be a radical departure for Marriott’s priciest chain.
Until now, Ritz-Carlton has remained Marriott’s only brand that doesn’t grant customers Marriott Rewards points for stays, although Marriott customers can cash in points for free Ritz-Carlton stays. Ritz-Carlton has said that its customers were different than the rest of Marriott-brand hotel customers in that they preferred recognition instead of rewards.
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