AMResorts Joins Choice Hotels’ Loyalty Program

Choice Hotels International will form a loyalty alliance with all-inclusive resort operator AMResorts, the company announced Thursday.

Choice Privileges’ 40 million members will be able to earn and redeem points at more than 50 AMResorts properties by the end of the year, doubling the number of upscale rooms that Choice offers globally.

In turn, Choice is well-positioned to deliver business to AMResorts through its global reservation system and distribution platform, choiceEDGE, which drives more than $9 billion in revenue to the 7,000 hotels in its system annually.

AMResorts, an Apple Leisure Group brand, operates a portfolio of luxury, all-inclusive resorts across Mexico, the Caribbean and Central America. Its brands include Zoëtry Wellness & Spa Resorts, Secrets, Breathless, Dreams, Now, Reflect, and Sunscape Resorts & Spa.

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

As major hotel chains vie for consumer loyalty, they are ramping up reward programs to give guests more value.

Just this week, Hyatt revealed it would be partnering with Joie de Vivre Hotels, Alila Hotels and Destination Hotels, adding more than new 60 hotels for World of Hyatt members to earn and redeem points. It also expanded its relationship with Small Luxury Hotels of the World to more than 200 properties.

Hilton, on the other hand, took a different route and partnered with rideshare service Lyft, allowing its 89 million loyalty members to earn points on rides.