Luxury brand Ritz-Carlton is rolling out a rewards programme in what is seen as an attempt to counter declining room rates in the luxury hotel industry, despite previously insisting that its customers wouldn’t be interested in ‘points’.
According to a report in the Wall Street Journal, rates have dropped to an average of just US $297, 19% below the 2008 rate.
Ritz-Carlton’s parent company Marriott International will introduce the rewards programme, adding it to the two loyalty schemes already in existence for its brands Fairfield Inn and Courtyard by Marriott.
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“No other luxury hotel company comes close to providing such a full range of opportunities to earn and redeem points and experience some truly exceptional and exotic adventures,” said Herve Humler, president and chief operating officer, The Ritz-Carlton Hotel Company.
“We have already brought together some of the most exclusive names in luxury travel and retail. This is just the beginning. We will continue to add global partners offering our members the very best in customized and one-of-a-kind memorable experiences.”
Customers taking part in the programme will have the opportunity to redeem points for flights with 31 airlines around the world, use their credit towards Vera Wang wedding gowns and other select products, and will be offered unique access to Abercrombie & Kent members-only tours in a variety of locations.
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