After years of staying behind the curve, LaQuinta has announced a new rewards program that gives customers 10 points for each dollar spent at their hotels.

In its sleepy past, LaQuinta offered its customers a chance to earn a free night’s stay after roughly 10 stays. While that was good enough to attract some 500,000 loyal customers, Francis W. “Butch” Cash, president and CEO, said he hopes the new program will attract new members.

Officials at the Dallas-based mid-scale, limited lodging facility say they spent one year redesigning its loyalty program, LaQuinta Returns. Points will now be able to be redeemed for airline miles from American, Delta and Continental; certificates and gift cards for national restaurants and retailers, including The Home Depot and Chili’s; and tickets to sporting events, amusement parks and 1,600 golf resorts around the country.

Under the new program, all members are assigned to three distinct benefits categories, Silver, Gold and Elite, based upon their level of participation in the program. In addition to many of the benefits associated with the old program, the new program now includes services such as express check-in, late check-out and secure account access via the Internet. Gold-level members will also receive bonus points and room upgrades while Elite-level members will get all of the above plus welcome gifts, guaranteed availability up to 48 hours prior to arrival, and no blackout dates for free night certificates.

LINK: http://www.LQ.com/returns

(Editor’s note: The new Web site when first launched was experiencing technical difficulties. If the problem persists, call (800) 642-4258).