The Name Game

The Name Game

After selling off the Bass breweries, Bass Hotels has until late August to formally change its corporate name. Word on the street is that executives are leaning toward renaming the corporation Six Continents. Will the program become the Six Continents Priority Club, just the Priority Club or 6 Continents Priority Club? As for the Six Continents program, perhaps this is a good time to meld that into Priority Club so we don’t have a Six Continents Six Continents program.

Whatever the solution, we’re sure to start getting new material from the hotel guest program formerly known as “Bass.” Like ITT before Bass (remember the ITT Sheraton Club International program?), the people at Bass were bound and determined to make sure that all of us would get in the taxi in New York and tell the driver to take us to ” the Bass Hotels Holiday Inn in Chinatown.”

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