Vantage Hotels launches full-scale loyalty program

Vantage Hotels, one of the largest hotel franchisors in the U.S. and part of Vantage Hospitality Group, is launching its own rewards program. 

Vantage Rewards is a loyalty program that will be accepted across all of Vantage’s brands, and follows in the footsteps of the Americas and Canadas Best Value Inn Value Club, a rewards program that has been available to guests for 15 years. The Value Club is being assumed directly into Vantage Rewards, with existing Value Club members automatically shifting their status into the new system. 

“Both the Value Club and Lexington Rewards (Lexington’s points-based loyalty program, which will continue to be honored at Lexington hotels and inns) have been very effective in building loyalty and repeat stays for our hotels, but they were limited to specific Vantage brands,” said Peter Frantz, marketing director for Vantage Hotels. “Now that Vantage has expanded to a full family of brands, from economy to upscale, we are excited to introduce an enhanced rewards program that will be honored at all Vantage Hotels.”

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The new program will be available at every Vantage hotel in North America, including properties under the Americas Best Value Inn, Canadas Best Value Inn, Value Inn Worldwide, Signature Inn, Country Hearth Inn & Suites, America’s Best Inn & Suites, Lexington Inns & Hotels, Jameson Inn and 3 Palms Hotel & Resort brands.

By joining, members of the program have access to a 15-percent discount off standard room rates at all Vantage hotels, free room upgrades, late check-out on request and access to a number of other discounts and special offers for dining, shopping and entertainment. The program can be joined either at Vantage’s website ( or through the Vantage Hotels mobile app, which is available on iPhone or Android devices.

Vantage’s new program is another initiative from a major operator to persuade guests to book direct, particularly through the appeal of lower rates and promised future discounts. Others, such as Wyndham, have updated their existing programs to offer these options, and even some individual hotels have adopted the strategy. While direct bookings are the primary goal of these programs, other benefits exist such as an expanded marketing reach gained from more guests accessing a brand’s mobile app and a longer period of time where operators are able to maintain direct contact with a guest.

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