Cendant Loyalty Program Has Rooms to Grow - Cendant Corp - Brief Article

Brandweek, May 14, 2001 by Mike Beirne

Leveraging its various hotel and car-rental properties, Cendant Corp. will launch a company-wide loyalty program next year. In addition, Cendant will back its Days Inn brand with a baseball-themed summer promotion and a Golden Books tie-in this fall.

The as-yet-unnamed loyalty program will cut across Cendant's hotel unit--which also includes Howard Johnson, Ramada, Knights Inn, Super 8, Travelodge, Villager and Wingate--and offer opportunities to earn and redeem points from such other Cendant brands as Avis Rent a Car, Coldwell Banker, Jackson Hewitt and Cendant Mortgage.

"All companies in the hotel industry have mega-loyalty programs. Cendant is in the best position to do this because we have more divisions," said Nancy Poor, Days Inn vp-marketing. "Consumers want the ability to earn and spend points in as many outlets as possible."

Like other Cendant travel brands, Days Inn has it own frequency programs with September Days for seniors and a co-branded Visa card that earns points. Franchisees have been clamoring for a loyalty program that rewards frequent travelers and does not rely on a credit card.

"The multi-brand sponsor approach is fundamentally a smart way to go, particularly for a company with several significant brands or several long-term partnerships with outside companies," said Rick Barlow, president of Frequency Marketing, Cincinnati.

Days Inn maintains its "There You Go" tagline, via Decker, Glastonbury, Conn., to support its Days-Ball sweepstakes running June-August. Guests receive a scratch-off card with chances to win merchandise, including baseball mitts; free and reduced-rate rooms; and discounts from Avis, Popeyes, Sports illustrated and Time. American Automobile Association and Discover Card also tie-in. Grand prize is a trip to the World Series.

The target shifts to road warriors during fall with a Golden Books and literacy campaign tie in featuring free interactive Golden Book titles for children and adults. Radio and print support both promos.