I think we can all agree that one of the best promotions so far this Summer has been the Club Carlson / Radisson Big Night Giveaway. A follow-up to last years promotion, where with registering for the promotion and staying a single night earns you up to 50,000 bonus points; enough for a night at any Club Carlson property worldwide, is certainly fantastic.
They’re giving away the farm here … right? Well … not so much; let me explain.
Credit card companies give us gigantic sign-up bonuses to try out their product and the bonuses continue month and after month. There are the regular offerings, special promos, and targeted deals. Airline and Hotel loyalty programs do the same thing.
With the promotion that Club Carlson is running, they’re giving their already loyal customers a great way to get an extra night or two (or possibly many more depending on where you redeem), but more importantly they’re exposing their brand to all of us that aren’t active in their program. I didn’t participate in the promotion last year, and due to this promotion it’ll be the first time I stay at any Club Carlson property since 2008 (when a room was booked for me).
My wife, and my mother-in-law also tried out properties too. We averaged well under $100/night for each room, so as far as accumulating bonus points we did quite well for ourselves … but we also tried out the product. Two different Radisson’s and two Country Inns & Suites. As a loyalist to Starwood, with over 125 nights last year and approaching 60 right now, I stay enough nights to maintain status in multiple programs and this promotion has me thinking Club Carlson isn’t a bad option.
When it comes down to it, sure the promotion will cost Club Carlson some money, but for that they’re getting:
- Fantastic brand exposure across Radisson, Country Inns & Suites, and Park Inn by Radisson.
- Positive PR by offering a promotion that is easy to take advantage of and redeem.
- People that are loyal to other brands to try something new. Given that we don’t see huge increases in travel globally, every current traveler loyal to another brand is a potential new customer. They got me to try something and talk about something with my family and friends that they’re now trying.