Consumer Reward Programs Still Proving Popular

Reward programs were initially developed to generate repeat business by offering loyal customers an opportunity to earn points that could then be converted into an array of valuable products and services.

The success was immediate and soon hundreds of programs were on the market enticing individuals to spend and earn. It was a novel idea that made sense (cents), which is why today new programs are still being introduced on a regular basis, including two this month. The Starwood Preferred Guest® Credit Card, a joint venture with Starwood Hotels and American Express, offers cardholders an opportunity to earn points every time they use their American Express Card. The added bonus is that members of the Starwood Preferred Guest Program can earn double points when staying at one of their nearly 1,000 properties worldwide, and paying with their Amex. This is often referred to as “double-dipping” in the reward program stratosphere, so basically you earn 1 point for every dollar charged to the Card, in addition to the points accumulated for your hotel stay. Added features include a welcome bonus of 10,000 points upon enrollment, upgrade to Gold Preferred status and benefits upon reaching $30,000 in annual expenditures, free weekend nights at the $40,000 threshold, and there are no blackout dates for any hotel or airline redemptions. The Card also offers Front of the Line access to several concert performances and theatre productions, ensuring members have an opportunity to get the best seats available before anyone else. WestJet announced that it is launching two new programs to reward their travellers. Long known as “the other” Canadian airline carrier, Westjet has continued to prosper and gain market share even in a volatile travel environment. Now the airline has joined the ranks of the majority of airlines by introducing their own branded reward program. The WestJet Frequent Guest Program will offer guests the opportunity to earn and accumulate WestJet dollars, which can then be used toward the purchase of any flight system-wide or towards a WestJet Vacation package. The program offers complete flexibility including no advance booking, blackouts, or seat restrictions. WestJet has also joined with RBC and MasterCard to launch their new travel reward credit card program. RBC's first MasterCard product offered in Canada includes two new cards, the WestJet RBC World MasterCard and the WestJet RBC MasterCard. Westjet dollars are earned with every purchase made on the card, not limited to Westjet flight purchases. The World Card provides 1.5 percent in WestJet dollars on all purchases made, plus a welcome bonus of 100 WestJet dollars. Other features include complimentary premium travel insurance, as well as automatic membership to MasterCard World Experiences and Offers, which provides access to hotel discounts and upgrades, preferential golf and spa rates and other exclusive benefits. The basic card provides a 1 percent credit along with a welcome bonus of 25 WestJet dollars. Both cards also provide “double-dipping” opportunities when using either card to purchase WestJet services. As long as consumers continue to spend, why not be rewarded for their purchases!