I’m sure the first that that comes to mind when someone mentions “La Quinta” isn’t loyalty program. In fact, when was the last time you even heard someone say La Quinta? I thought so. That might be changing with the introduction of a new way to use point through their La Quinta Returns program, which they’ve dubbed La Quinta Redeem Away.
The premise is (mostly) simple. Consumers will link their Visa-branded card and phone number to their La Quinta Returns account. Then, as people make everyday purchases, they’ll be given the option to redeem La Quinta points for that purchase, rather than cash. According to Skift, there are over a million retailers where consumers can use points for purchases.
That’s a pretty unique way to run a loyalty program, wouldn’t you say? Allowing people to use their points for things other than the “intended” product? According to the CEO, this is a great opportunity to keep the La Quinta brand at the front of people’s minds, and I have to say, I agree. With many hotel programs, you’re redeeming towards free nights, which can generally take a while to earn (I’m looking at you, Hilton…), and consumers like the idea of choice, so why not give La Quinta Rewards members the option of choosing how they spend their points? Seems like a win-win to me. I’m a fan because I’m unlikely to ever stay in a La Quinta, but willing to earn points in their program (see below), so I’ll have an outlet for those otherwise “orphaned” points.
Additionally, it seems like some members have already been targeted to participate in the program. Dan received this e-mail a few days ago:
As I mentioned above, there are a few promotions right now to jumpstart your La Quinta Redeem Away balance:
- Register for the La Quinta Redeem Away program – 1,500 points
- Connect with La Quinta on social media – up to 500 points
- Download and log-in to the La Quinta app – 100 points
2,100 points in 5 minutes, which is worth about $7. I’ll take a couple of free cups of coffee, courtesy of the La Quinta Redeem Away program! Overall, I’m curious to see how this program fares for La Quinta, and if we see other brands follow in their footsteps.