Fairmont President’s Club has rolled out a new selection of benefits for Platinum members. Platinum members can choose from four “Fairmont Passion” benefits from an array of 15 choices in the categories of Art & Entertainment, Food & Drink, Leadership & Philanthropy, Spa & Fitness and Sports & Adventure. Choices include items such as a collection of Fairmont teas, $25 Willow Stream spa gift certificate, $25 ski gift card, complimentary golf lesson or round of golf or a donation to the World Wildlife Fund Canada or National Geographic Society.

We spoke to a Fairmont representative who said that the program was developed to appeal to the passions of their most loyal members and they conducted extensive research to discover what’s important to their members. The program has been performing well since it was introduced this year and the most popular choice among members is an authentically local food experience. Platinum members will be able to choose four benefits each year at the start of the program year and will have 90 days to make their selections.