Ritz-Carlton is launching a rewards program that partners with other luxury retail and travel brands as well as the full portfolio of Marriott hotels around the world.
The luxury hotel chain was purchased by Marriott almost a decade ago, but Ritz-Carlton resisted affiliating with the Marriott rewards program. Like many luxury hotel companies, it operated under the premise that its high standards and service were enough to earn customer loyalty.
This week, however, the company is launching Ritz-Carlton Rewards, which it said was based on demand from customers for “a world-class loyalty program that goes far beyond providing complimentary stays and airline flights.”
"No other luxury hotel company comes close to providing such a full range of opportunities to earn and redeem points and experience some truly exceptional and exotic adventures," said Herve Humler, president and chief operating officer of Ritz-Carlton Hotel Co.
Ritz-Carlton Rewards members will have access to members-only Abercrombie & Kent tours in destinations such as China, Turkey and Egypt; access to special customer events and half-day personal shopping experiences with fashion experts at Neiman Marcus and Bergdorf Goodman; the ability to redeem points toward wedding gowns and other products from designer Vera Wang; and photography workshops with National Geographic photographers at Ritz-Carlton hotels.
Members will also be able to redeem points for flights on 30 airlines and luxury cruise lines such as Crystal, Yachts of Seabourn and Silversea.
"This is just the beginning," Humler said. "We will continue to add global partners, offering our members the very best in customized and one-of-a-kind memorable experiences."
Membership is complimentary. Guests can enroll online or at any hotel.
Ritz-Carlton Rewards members will earn 10 points per dollar spent on the room rate at Ritz-Carlton hotels. Members will earn elite status at 10 nights per year for Silver status; 50 nights for Gold; and 75 nights for Platinum.
Elite-member benefits range from bonus points and special offers to room upgrades and complimentary high-speed Internet access.
Meeting planners can earn points on room blocks, meeting room rentals, catering, audiovisual equipment rental and contracted charges for spa and golf.