Loews Hotels Revamp Guest Loyalty Program

| July 24, 2008

Loews Hotels announce You First, a new loyalty program that will reward guests based on number of stays.  The program allows guests to begin receiving rewards after just one stay and provides free Internet, late checkout, guaranteed rooms and upgrades to guests who visit a minimum of two times in a given year. It is also offers rewards to guests booked through meeting planners or travel agents.

"You First is our way of thanking our best guests and building loyalty with new Loews Hotels customers," says Nancy Mendelson, senior vice president of marketing at Loews Hotels.  "We have simplified the program by rewarding guests based on the number of stays, and made it more relevant by giving amenities that research showed is most meaningful to our customers."

Available at Loews' 17 hotels and resorts as of July 15, You First replaces Loews' current Loews First rewards program and has the following structure: Member - 0-1 stays; Blue -2-4 stays; Gold - 5-9 stays and Platinum - 10+ stays.  As soon as a member qualifies for a certain status, they will receive those benefits for the next 12 months unless they progress to another level of membership.  Benefits include American Express Membership Rewards points and partner discounts for all member categories; free room upgrades, late checkout, guaranteed availability, free access to property fitness centers, and free internet for Blue through Platinum members; VIP on-property amenities for Gold and Platinum members.

All You First members are eligible for Loews Hotels exclusive partner discounts including 20% off Fisher Price online orders of $75 or more, 30% off Fiji water home delivery, and 30% off Kuerig home coffee brewers among others. 
 
"We have structured You First with an eye towards growth.  We plan to add more marketing partners and offer exclusive trips that include event tickets and experiences that would be nearly impossible for a person to source on their own," says Mendelson.

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