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Soon You Can Use Your Choice Privileges Points on Luxury Resorts

Soon You Can Use Your Choice Privileges Points on Luxury Resorts
Joe Cortez

Choice Privileges members will soon have over 50 more resorts available where they can earn and use their hard-earned points. The hotel chain announced a strategic partnership with Apple Leisure Group’s AMResorts, opening up a host of destinations in Costa Rica, Mexico, Panama and the Caribbean.

Choice Privileges travelers will soon be able to earn and burn their points at over 50 resorts in Central America and one in Europe. Choice Hotels announced entering a strategic partnership with AMResorts, a resort operator part of Apple Leisure Group.

Under the agreement, the 40 million Choice Privileges loyalty members will be able to earn and use their points and loyalty status at the participating AMResorts locations by the end of 2019. The new hotels are estimated to add 25,000 upscale rooms across seven brands for loyalty members.

Brands included in the strategic partnership include Zoëtry Wellness & Spa Resorts, Secrets, Breathless, Dreams, Now, Reflect and Sunscape Resorts & Spas. According to Choice, the new program gives them the “largest all-inclusive luxury resort offering” among American hotel companies.

“By offering the new, aspirational vacation option, we are further strengthening our loyalty program,” Pat Pacious, president and CEO of Choice Hotels, said in the press release. “And giving members yet another reason to stay at our entire portfolio of hotels for business or leisure travel.”

Neither side has not given a concrete date as to when travelers can use their points towards free resort nights, nor how much they will cost in points. The partnership is Choice Hotels’ second strategic plan to offer luxury resorts to frequent travelers. The company also has a relationship with Preferred Hotels and Resorts, a hotel company specializing in independent boutique properties.

Other hotel companies with luxury relationships include Marriott Bonvoy with the Atlantis Resort and World of Hyatt with Miraval Resorts.


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