We’re familiar with online auctions in the world of miles and points — Continental OnePass has been offering some astounding prizes for the highest miles-bidders for some time, and Aeromexico’s “Offer and Fly” program has allowed members to bid on award travel. But not until last month did the trend hit the hotel industry.

On Feb. 6, Priority Club Rewards launched an online auction site at http://www.priorityclub.com/auction. The site allows members the opportunity to bid using program points on everything from tickets to exclusive events and concerts, cutting-edge electronics, sporting equipment and hard-to-find memorabilia.

To participate in the auction site, Priority Club Rewards members simply use their existing member number and personal identification number to register and develop a profile. Then they need only create a special Auction username and password to start bidding their points for prizes. The site features a wide variety of merchandise offerings such as Sharper Image’s famous massage chair and a 42-inch Sony plasma television.