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Hospitality Net
New loyalty program amplified with “Sonesta Travel Pass Ultimate Sweepstakes” and debut of “Rewards Season” Campaign featuring Judy Greer

Sonesta International Hotels Corporation (Sonesta) announced the debut of its unified loyalty program, Sonesta Travel Pass, and combined website, ushering in a new era for its six million members around the world. Following Sonesta’s acquisition of Red Lion Hotels Corporation, the updated Sonesta.com brings Sonesta’s brands, including Royal Sonesta, Sonesta Hotels & Resorts and Sonesta ES Suites, together with the Red Lion brands, including the eponymous Red Lion Hotel, Americas Best Value Inn and Signature Inn under one umbrella and into a centralized booking site.

With Sonesta Travel Pass now serving as the singular loyalty program for the entire portfolio, members now have access to unified benefits and a single currency across a network of 1,100 hotels. Members can accrue and redeem points across all 13 brands, with former Red Lion Hello Rewards members seamlessly transitioned into Sonesta Travel Pass. Unlike competitor’s programs, Sonesta Travel Pass points accumulate rapidly and hold a higher per-dollar value, eliminating the need to accumulate tens of thousands of points for a single night's stay. Additionally, members enjoy perks such as complimentary upgrades, welcome gifts and premium parking with every stay.

Sonesta Travel Pass Ultimate Sweepstakes To celebrate these milestones of enhanced point accumulation and new members, Sonesta is hosting an Ultimate Sweepstakes, offering guests the chance to win points redeemable at any Sonesta property. One winner will win one million points, 10 winners will receive 100,000 points; 100 winners will receive Platinum Status for life. Travelers can sign up for the sweepstakes at LINK. One million points can provide accommodations for the lucky winner around the world. For example, the one million point winner could currently spend 33 nights at The Royal Sonesta San Juan or Nautilus Sonesta Miami Beach, or 25 nights at the Royal Sonesta Kaua’i Resort. 1,000,000 points could fund an Instagram-worthy road trip across every Red Lion Hotel, twice. Platinum Status entitles the guest to a complimentary breakfast, an exclusive reservations line, additional savings on special rates and promotions and more.

Rewards Season” Campaign with Judy Greer To support this launch, Sonesta released a new consumer campaign in May, entitled Rewards Season. With promotional materials starring actress Judy Greer, Rewards Season encourages members to join the newly expanded Sonesta Travel Pass (STP) and book or redeem their travel through Sonesta.com. Inspired by awards season, the Rewards Season campaign uses Judy’s iconic comedic presence to introduce Sonesta Travel Pass, where everyone can feel like a winner. Throughout the spot, Judy’s status quickly elevates from Bronze to Platinum, showcasing the way loyalty members move through the STP tiers faster than with other loyalty programs (only 40 nights/year are required to be eligible for Platinum). While Judy may be dressed in her awards season finery, Rewards Season highlights the everyday perks available to every member of Sonesta Travel Pass, black-tie attire is optional, including complimentary upgrades, free breakfast (for gold members) and welcome gifts for every stay. While Judy dreams of stays in Miami, Hilton Head and Puerto Rico, STP members earn points at every Sonesta location, from Cairo to Kauai.

Jun 05, 2024

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