Hotel Online Special Report
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Charlotte St. Martin Discusses Loews Hotels Enhanced Version of its Loews First Frequent Guest Program
 
NEW YORK, NY -- August 7, 1998 -- Loews Hotels has relaunched an enhanced Loews First program for frequent travelers with a new three-tiered approach that provides additional benefits and services for guests based on the frequency of qualifying visits.  The classifications include the basic program, which will now be referred to as Loews First Blue, as well as the introduction of Loews First Gold and Loews First Platinum.

Designed to recognize the chain�s most frequent guests by providing them with special privileges and personalized service, membership in Loews First is open to any guest paying a qualifying rate (exclusive of any corporate or negotiated rates). 

�Through the newly enhanced Loews First program, we are better able to provide the recognition and subsequent benefits to those guests who stay with us most often,� notes Charlotte St. Martin, Executive Vice President of Marketing.  �And, with two new hotels opening this Fall, and four others in development, Loews Hotels has an even greater opportunity to acknowledge our most frequent guests, as well as introduce the chain to a new group of travelers with properties in new destinations such as Chicago, Miami Beach, Philadelphia, and Orlando.

Benefits of the basic Loews First Blue remain the same as with the original program.  This includes:
 

Guaranteed reservations with 48 hours advanced notice (some blackout dates and restrictions may apply)
Welcome amenity of guest�s choice (selections include wine preference, seasonal fruit, bottled water, or milk and cookies)
Complimentary morning newspaper delivered to guest�s room (choices include USA Today, The Wall Street Journal, or local paper)
Upgrade to Business Class room (at time of reservation, if available)
Complimentary access to Fitness Center
500 American Airlines AAdvantage, Canadian Airlines Plus or Midwest Express Miles, per qualified stay

The new program also includes the introduction of Gold and Platinum levels to provide further recognition and distinction for the chain�s most frequent guests.   In addition to the privileges and services provided as part of Loews First Blue, qualifying members of the new categories receive extra benefits.  These include:

Loews First Gold � Requires three stays at any Loews Hotel, or a minimum of 10 nights.  Additional benefits include an upgrade to a suite at check-in (if available) for an additional $35, and 1,000 miles per qualified stay, with an airline partner.

Loews First Platinum � Requires 10 stays at any Loews Hotel, or a minimum of 25 nights.  Benefits for this level includes guaranteed reservations with 24 hours advance notice, including guaranteed Business Classroom if available at the time of reservation.  In addition, guests receive 1,000 miles with an airline partner for the first night, and 500 extra miles for every additional night stayed.

Loews Hotels currently owns and/or operates 14 hotels and resorts in the U.S., Canada and the Principality of Monaco.  In the midst of the largest expansion in its history, the chain has six new hotels in development.  These include the 800-room Loews Miami Beach Hotel (October 1998); the 355-room House of Blues Hotel, a Loews Hotel in Chicago (October 1998); the conversion of the landmark PSFS building into the 585-room Loews Philadelphia Hotel (Early 2000); and the first three on-site hotels at Universal Studios Escape in Orlando.  These include the 750-room Portofino Bay Hotel, a Loews Hotel (July 1999); the 650-room Hard Rock Hotel (Fall 2000); and a third 1,000-room South Seas-themed property opening in 2001.
 

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Contact:
Debra Kelman
(212) 521-2833
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Also See:
Loews New York Hotel Manager Is A Good Neighbor / Francine Silverman / Nov 1997 
Six Continents Club Scoops Top Hotel Loyalty Awards at Third Annual International Freddie Awards Ceremony / March 1998 

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