The Lexington Rewards Guest Loyalty Program launched Feb. 1 to offer guests “the best of both worlds,” Christine Thome, PR manager for Vantage Hospitality Group, told Loyalty 360. That dual offering, Thome said, includes a points-based system that can be redeemed for free hotel stays, airline miles, and purchases from online retailers as well as instant benefits such as late check-out and free room upgrades when available.

For guests who travel frequently, particularly for business travel, Thome said the points-based aspect “makes a lot of sense. However, leisure travelers who may not accumulate points as quickly are also rewarded with immediate benefits provided directly at the hotel.”

Thome said the launch of the new Lexington Rewards Guest Loyalty Program was prompted by a request from ownership.

“Currently, we have 30 Lexington properties up and running with several more in the pipeline,” Thome said. “With the exception of our Lexington Legacy properties (Lions Gate Hotel & Conference Center in Sacramento, CA and the New Kuta Hotel in Bali, Indonesia), all are conversions from other national hotel brands. In the beginning, Lexington also offered the same instant rewards as Americas Best Value Inn’s Value Club through its Lexington Experience program. However, some of our properties felt they were missing out on the business traveler who preferred to use points.”….

>>> Read the full article by Jim Tierney on Loyalty 360’s website at: http://loyalty360.org/resources/article/lexington-rewards-guest-loyalty-program-best-of-both-worlds