Hotel Tonight launches HT Perks, its own loyalty program
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Hotel Tonight is launching their own program called HT Perks.
Here’s how it works:
It’s not point-based, like almost every major hospitality loyalty program is. Instead there are three levels based retroactively on total lifetime spend on Hotel Tonight.
Level 1 is reached once you spend $100 on Hotel Tonight – which essentially means after one stay booked via the app. Users in Level 1 will get extra-discounted rates which the company says could range from 8-12% off a standard rate.
Level 2 is reached once you spend a total of $750. While a little more involved than just staying one night, spending $750 probably means you’ve used Hotel Tonight somewhere between 4-5 times, assuming a nightly rate in the $150 – $200 range. So while it’s more exclusive than Level 1, you’d have to assume a majority of even semi-frequent travelers will be in Level 2, especially since Hotel Tonight has almost been around for 5 years.
The reward for being in Level 2 will be an extra 5% discount off Level 1 rates, as well as “exclusive offers and surprises to inspire more adventures”. While the company was tight-lipped about what exactly these will be, expect things like room upgrades or access to events like a wine or food tasting near the hotel.
The last level is Level 3, and this requires a lifetime spend of $5,000 on Hotel Tonight. This probably is a bit more difficult to achieve, but still is only ~33 nights total assuming an average rate of $150 a night. So while the majority of users probably won’t be in Level 3, it actually shouldn’t be that exclusive. The perks here will be an additional 10% discount off Level 1 rates, plus “better” offers and surprises than at Level 2, plus a dedicated VIP support phone line for
It’s not yet clear if the offers and surprises will be covered by the hotel or Hotel Tonight itself, but since one perk is possible upgrades than it’s reasonable to expect the hotel will be involved in that aspect of HT Perks too.
HT Perks will launch today – all users need to do is update their app, and they will automatically be opted in to start being the discounted rates if they qualify.