La Quinta Adds New Twist To Guest-Loyalty Program

IRVING, TX— Despite being more than a quarter-century in the making, it turns out La Quinta Returns— the guest-loyalty/guest-recognition program created by La Quinta Corp.— is still very much “a work in progress.” Not that being “a work in progress” is necessarily a bad thing, according to Carlos Adams, the company’s senior director for relationship marketing and overseer of the new and improved program slated to be implemented systemwide this Monday, Sept. 23. If anything, he maintained it clearly demonstrates the organization is “listening to its guests… and responding accordingly.” Over the course of the years, Adams said feedback from the program’s membership (currently in excess of 500,000) has been instrumental in developing, shaping and ultimately growing the program’s scope and overall value to guests and (all 338 participating U.S.) properties alike. Moreover, even with the addition of significant enhancements, it was noted the new La Quinta Returns offering would cost La Quinta property owners no more than what they are paying for the current program. As Adams explained: “This newly enhanced program is designed to maintain the simplicity of the [existing]program, while offering substantially more redemption options— many [of these]redemption options are unparalleled in [our]industry.” In line with this premise, it was noted members would still be able to earn free nights and attain elite status faster than (via many other) frequency programs. They will also be able to cash in points for a number of other offerings, including: • Airline miles/credits through American Airlines AAdvantage, Delta SkyMiles and Continental Airlines OnePass programs; • Golf greens fees; • Ski-lift tickets; • Entertainment tickets (for such venues as comedy clubs, dinner boat cruises, car-racing schools, etc.); • Major league sporting event tickets; • National retailer (goods and services); • National, regional and independent restaurants; and • Travel packages. Equally part and parcel of the new program such hotel-stay features as express check-in, late check-out, and automatic upgrades as well as 48-hour room guarantees for Elite members. Along with the re-launch of the program, the company’s website is also slated to be updated to incorporate any functionality that a member would need as it pertains to La Quinta Returns. Essentially, the addition of these new options are expected to measurably increase the utilization and appreciation of the frequency program, since members will be able to use the benefits derived from it whether they are “on the road” or “at home.” Moreover, Adams contended the program is also set-up to continue to grow in scope as well as numbers. “We will [continue to]enjoy the capability of adding new features to our options menu; a capability we target as helping push our membership— and the business revenues they drive— up some 50% by this time next year.”