Ritz-Carlton Launches Rewards Program

 CHEVY CHASE, MD–The Ritz-Carlton Hotel Co., breaking ranks with other luxury hotel brands, is introducing a loyalty program called Ritz-Carlton Rewards.

According to Herve Humler, the brands newly-named president and COO, the luxury traveler today has become much more value oriented than in the past and would like to earn frequency points redeemable for complimentary stays and other benefits.

Ritz-Carlton Rewards will be distinct from Marriott Rewards, the long-time loyalty program of the Ritz-Carlton brands parent, Marriott International.