Prime Launches ‘Prime Rewards’ Loyalty Program

FAIRFIELD, NJ— Prime Hospitality Corp. on Sept. 1 launched its new loyalty program for its AmeriSuites and Wellesley Inns & Suites brands, offering enhanced member benefits and technological features. As previously reported in HOTEL BUSINESS®, Prime Rewards allows members to earn points toward hotel stays and American Airlines AAdvantage miles or Delta Airlines Skymiles simultaneously. Prime Rewards replaces the companys former loyalty programs, The AmeriSuites Club and The Wellesley Club. Those members were automatically enrolled in the new program. Members accumulate 10 points per every dollar spent, excluding taxes, at any AmeriSuites or Wellesley nationwide. A member is entitled to a free nights stay for every 10,000 points accumulated. AAdvantage and Delta Skymiles members also receive one airmile for every dollar spent, excluding taxes. Prime Rewards will consist of three member tiers classified by points accumulated during a calendar year; the greater the number of stays, the greater the point value per dollar spent. All members receive free local calls, express reservations and other hotel-level benefits, as well as a newsletter and special promotional offers. According to Jim Gard, vp-marketing services, Prime Rewards will be completely electronic, eliminating paper vouchers and invoices. “We are fully integrating the property management systems, central reservation system and guest database using Web-based technology, which will ensure outstanding speed, efficiency, simplicity and convenience for our members,” he said.