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Loews Hotels has announced that it will be terminating its YouFirst Loyalty program effective December 6, 2018. The move comes as no great surprise since it must be incredibly difficult to run a loyalty program with only 24 properties in the US and Canada. Interestingly, Loews say that they will continue to recognize their best customers without the need for a program, although they have not given any details on how this will work.
Loews stated that “YouFirst isn’t enticing or relevant” and that the benefits provided by the program don’t meet their guests’ needs. This raises a couple of questions. First, why not listen to their customers’ feedback and change the program to meet their needs? Next, why is Loews unwilling to go the extra mile and make the program enticing and relevant, instead of giving up and shutting it down?
Our Take
Loews is by no means the first or last hotel loyalty program to close down. Fortunately, Loews has given 6 months’ notice to members, so if you are one you have plenty of time to plan, and extract any benefits due before handing back your card.
Source: View From The Wing
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