The piece is light on specifics but does mention the introduction of “a ‘flights anywhere’ function will allow travellers to redeem their points on any flight globally” which sounds tremendously like “SPG Flights” — directly spending points to buy airline tickets, which is almost certain to be a low value reward (too many points per dollar of airfare).
The rest of the piece focuses on introduction of mobile platforms, and revamping lobbies to accommodate small business meetings, so doesn’t give much to go in as far as a revamp of the program itself is concerned.
Surely there’ll be more than a flight option? Priority Club sorely needs:
- Ability to spend additional points for upgraded rooms
- Real elite benefits (suite upgrades? Breakfast?)
But it’s hard to imagine that they give us either of these, though this is where the program is sorely lacking relative to most of its competitors.
The Intercontinental Royal Ambassador program is outstanding, with guaranteed early check-in at 8am as well as 4pm late checkout, outstanding upgrades, and of course complimentary drinks from the minibar. But it’s confusing to most, you earn Priority Club points at Intercontinentals, Intercontinental status doesn’t matter at other hotels in the chain (though they comp you the ‘platinum’ level which doesn’t get you much generally). And Priority Club status doesn’t get you anything with Intercontinentals.
That’s a mess they probably ought to sort out, but whenever they get around to it I fear for the consequences.