Magnuson Hotels' new loyalty program comes with OTA conversion offer

Pictured: The Magnuson Grand Pikes Peak in Manitou Springs, Colo.

Magnuson Hotels launched its new Magnuson Rewards loyalty program, which is aimed at capturing and converting guests visiting on bookings made via online travel agencies.

Like many loyalty programs in recent years, Magnuson is simplifying its reward structure by boiling the rewards down to a limited number of options, but few have been this simple. It boils down to this: Magnuson Rewards members will receive a $25 gift card for every 10 nights they stay at participating properties when booking direct. For a limited time, guests that register directly at a participating hotel during their visit will get all the nights from that stay as credit, even if the booking was made via an OTA. Those members will just need to book direct in future to redeem the gift card.

Magnuson Rewards is part of Magnuson Hotels’ initiative designed to drive global distribution direct to hotel owners, aiding their partners in bypassing the fees, charges and conditions of OTAs. Partner hotels pay nothing to participate.

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“Magnuson Rewards members get paid, not points.” Amanda Fox Rosowski, loyalty & CRM manager at Magnuson Hotels, said in a statement. “Our guests don’t need another pot of points they’ll never use. They want something real that is easy to earn and easy to redeem. What could be simpler than an gift card for every 10 nights direct?"

Headquartered in London and Spokane, Wash., Magnuson Hotels was founded in 2003 by Thomas and Melissa Magnuson. Nearly two years ago the company formed a global alliance with Chinese hotel operator Jin Jiang Hotels, as well as Louvre Hotels Group in Europe, creating a consortium of more than 8,000 hotels worldwide.

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