Priority Club Rewards has announced that it will surpass 1 million online room night redemptions this year through its Instant Redemption feature introduced in April of 2002.
Priority Club was the first hotel loyalty program that allowed members to redeem points immediately using the Internet.
Nearly 10 billion points have been redeemed online since the program launched just two years ago.
“Our members live in a 24-hour environment where everything is immediate, and we felt it was important to follow this trend and provide instant redemption for our members,” said Steve Sickel, senior vice president, Loyalty Marketing, InterContinental Hotels Group.
With instant redemption, Priority Club members’ points are immediately withdrawn from their account.
In addition to room nights, points can also be used for airline tickets, online gift certificates and merchandise. According to Sickel, the most popular types of merchandise obtained through the program have been digital cameras, DVD players, vacuums, cordless phones and televisions.