Many of the major hotel loyalty programs we know and love are realizing that their members also enjoy and find value in using points for experiences aside from the traditional free night awards.
For instance, Hilton just partnered with Live Nation to offer two tickets to many summer concerts for just 10,000 points, and Starwood has a number of unique SPG Moments that you can bid for using your points.
As a Cirque du Soleil fanatic, I once redeemed Starpoints for a VIP Cirque du Soleil experience in Boston for two a fews ago, and made some great memories with a friend that way.
Realizing that travelers value “member experiences”, there have been an increasing number of unique partnerships, especially with the music industry.
Last Thursday, I joined 50 Marriott Rewards members who redeemed 2,500 Marriott points to see a very special acoustic concert from BANNERS, one of UMG’s emerging artists at the UMG headquarters in New York.
This special preview concert was put together by Project: Aloft Star 2018, the global search for emerging musical talent created by Aloft Hotels & Universal Music Group (UMG).
Project: Aloft Star is a global contest to discover and cultivate emerging artists around the world, accompanied by a tour to North and Central America’s great music cities.
Members can discover live, acoustic performances from emerging artists and a vibrant social scene at Aloft hotels.
The intimate, free, live music performances will take place at W XYZ® bars at Aloft Hotels from Philadelphia to Austin, Detroit and beyond.
During the New York performance, not only did we get to see a 3-song performance by BANNERs, we had a chance to enjoy an open-bar, some food, and a chance to mingle with other attendees.
The popular band, X Ambassadors, best known for their song, “Renegades”, is the celebrity tour ambassador for the Project Aloft Stars tour, serving as a mentor for the contestants and finalists.
The band made an appearance and some opening remarks and then hung out with attendees during the event.
At the end of the event, we did not go home empty handed. I thought it was a cute surprise that we were given stylish Aloft-branded metallic fanny packs to take with us to future concerts and events.
I think it’s cool to give members an opportunity to redeem points for a fun night out, have drinks, discover new music, and mingle with a popular artist in an intimate setting.
Though I’m mostly-past my teenybopper stages, redeeming 2,500 Marriott points to meet the X Ambassadors (or another artist you follow) at a private event can be a great redemption for someone who is a big fan!
What do you think of these emerging “experiences” partnerships? Any cool redemptions you’ve made you’d like to share?