Omni Hotels Expanding Loyalty Benefits

Omni Hotels this month is expanding its loyalty program, adding a new tier for its most frequent guests and new benefits to existing tiers and allowing guests to earn free stays.
Unlike most hotel loyalty programs, Omni Select Guest has eschewed the traditional point-accrual format, instead giving preferred guests certain service privileges during stays based on their level in the program. Under the changes, which go into effect April 27, that structure has not changed, but Omni has added a new black level in addition to the existing gold and platinum level for guests. Benefits for the black tier, which is reached after 20 nights or 11 stays with Omni, include early check-in and late checkout, unlimited complimentary pressing and a 15 percent food and beverage discount at all Omni properties.
Omni also is adding benefits to its gold and platinum tiers. Platinum-level guests, those who have six nights or three stays, will be allowed late checkouts and exclusive concierge services, and guests at the gold level, earned after five nights or two stays, get such benefits as two complimentary pressings and bottled water delivery.
Preferred guests already are allowed to earn airline miles, but under the new structure, they also can opt to earn a free night after staying 10 nights. Omni also is introducing a temporary “stay for business and come back for pleasure” benefit, in which travelers with one paid night’s stay get a complimentary weekend night at any Omni property in the U.S., Canada or Mexico from May 23 to Sept. 6.
The hotelier also will continue to make its wireless Internet service complimentary to preferred guests. The company was among the first in the upscale tier to make that a brand standard and remains one of the few in the tier to do so.