LoewsFirst? No, YouFirst

LoewsFirst? No, YouFirst

Loews Hotels has revamped its loyalty program. Called YouFirst, the program replaces LoewsFirst. YouFirst offers benefits such as free Internet access, fitness center access, room upgrades, late check-out and golf, spa, food and beverage credits.

Previously, members could qualify for elite-level benefits based on the number of nights or stays. Under the new YouFirst rules, only the number of stays will determine membership level. This change will affect leisure travelers the most because they tend to earn status through longer stays.

The previously three-tiered program now has four tiers. The lowest level is Member, Blue is attained after two stays, Gold after five and Platinum after 10 stays. In the previous program, members could earn Gold after three stays or six nights and Platinum was attained after 10 stays or 15 nights.

Membership benefits have also changed. Instead of a choice of American Airlines or Midwest Airlines miles, Amtrak points or American Express Membership Rewards points, guests receive American Express Membership Rewards points only. Gold members will now receive 500 Membership Rewards points (down from 750 points) and Platinum members will receive 750 points (down from 1,000 points). New YouFirst members at the lowest membership level receive 250 Membership Rewards points and have access to special partner offers.

Other new benefits include free Internet for Blue level members and above, custom-created destination packages and a special welcome amenity for Gold and above and a spa, golf or food and beverage credit valued at $100 for Platinum members. While the $100 credit for Platinum members is sure to become a valued benefit, non-elites will no longer be greeted with an amenity, such as a bottle of wine and nuts, fresh fruit and bottled water or a treat for your pet.

See our interview with Nancy Mendelson, SVP Marketing, Loews Hotels in this issue’s 60 Seconds Interview to learn more.

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