I receive a lot of press releases, most of which have little or nothing to do with my primary focus, loyalty programs.
Occasionally, however, a news release is relevant not so much for its headline content as for a point made in support of its main topic.
Among the claims made in a recent release announcing Priority Club’s global relaunch, for instance, was the following, allegedly based on consumer research:
Hotel loyalty program points displace airline frequent flyer miles as preferred currency: Frequent travelers place a higher perceived value on hotel loyalty program currency over frequent flier miles, as airlines’ imposition of fees, decreased reward seat inventory and greater restrictions have weakened consumer trust, and as hotel programs add additional redemption options, including access to airline inventory.
I have no argument with the premises. Frequent flyer fees are rampant; awards are in shorter-than-ever supply, relative to demand; and consumer trust and engagement have eroded.
But have hotel points really displaced airline miles as the world’s preferred loyalty currency, as Priority Club alleges?
It’s not a rhetorical question—I’m seriously seeking feedback from readers on this. I have my own opinion, based both on my personal experience and attitudes and my discussions with other rewards-program participants. But more information is always better.
Again, the question: Do you value hotel points more than airline miles?
Please weigh in with your comments below, and check back to see what other travelers have to say on the subject.
Thanks for your feedback.
This article originally appeared on FrequentFlier.com.