A couple of weeks ago, Choice Privileges devalued award redemptions for stays at Preferred Hotels properties. These are properties that Choice doesn’t actually manage, but rather the hotel group just had a points redemption partnership, so that members have access to more aspirational properties.
At the time, I was happy to see that Choice at least didn’t devalue redemptions at its own properties. Well, I might have spoken too soon, because the program has now at least partly increased redemption rates at its own hotels, which is disappointing.
Choice Privileges increases some award costs
Historically, Choice Privileges has charged up to 35,000 points per night for award redemptions. The exception has been properties in Asia-Pacific, where redemptions cost up to 75,000 points per night. Well, unfortunately those maximums no longer apply.
As flagged by Katie Genter, Choice Privileges award redemptions no longer max out at 35,000 points per night outside of Asia-Pacific. The website used to list that redemption in most parts of the world range in cost from 8,000 to 35,000 points per night. Now the website just mentions that redemptions start at 8,000 points per night.
There seems to be an immediate reason for that update, as some redemptions are now indeed more expensive. For example, properties are now showing redemption rates of up to 45,000 points per night, including in places like New York City.
The good news is that plenty of hotels still start at 8,000 points per night, and many properties that previously cost 35,000 points still have the same rates.
No one likes devaluations, but…
To Choice Privileges’ credit, the program has done a good job maintaining a consistent value proposition when it comes to award redemptions. A limited number of properties increasing in cost by up to 29% is of course not ideal, but I think it’s fair to say that this could be a lot worse.
Hotel rates have increased a lot in the past few years, and Choice Privileges hasn’t necessarily increased redemption rates proportionally. It is disappointing to see this devaluation just a couple of weeks after the Preferred Hotels devaluation. Hopefully this is the end of the changes that we see from the program, at least for now.
While Choice Hotels has a massive portfolio, for many of us the catch is that the company lacks many luxury properties, at least in comparison to programs like Hilton Honors, Marriott Bonvoy, and World of Hyatt. That’s not to say that the program isn’t practical, but it’s harder to get as excited about collecting Choice Privileges points as some other currencies.
Bottom line
Choice Privileges has just increased award pricing at some properties. The program used to charge up to 35,000 points per night (except in Asia-Pacific, where awards cost up to 75,000 points). The company has now eliminated any mention of a maximum number of points for a redemption, and we’re seeing hotels now charging up to 45,000 points.
This is of course a disappointing development, and it’s something to be aware of if collecting points with the program.
What do you make of this Choice Privileges devaluation?
