Coast Hotels & Resorts Jumpstarts its Guest Rewards Program.

SEATTLE -- With hotel loyalty programs' importance on the rise, Coast Hotels & Resorts has made significant improvements in its program to influence guests' selection of where to stay when traveling

Savvy travelers know it's a guest's market when it comes to capturing the rewards of hotel loyalty programs. In an increasingly competitive marketplace, hotels are beefing up loyalty programs in an effort to influence frequent travelers to choose to stay at their property. To that end, Coast Hotels & Resorts of the US and Canada has launched a brand new Coast Rewards program, offering guests immediate returns and red-hot rewards from top name retail partners.

"This is an important step for Coast Hotels & Resorts, last year Coast entered and opened a U.S. office and re-flagged 15 hotel properties; initiating the first expansion of the Coast brand. Now our first marketing collaboration and program announcement is being made. This was a year-long process to launch a significant program in two countries -- the U.S. and Canada," said Matthew Murphy, chief operating officer and vice president of marketing.

Jerry Stotler, Coast Hotels' director of marketing programs added, "We understand that frequent travelers want membership in a loyalty program that features meaningful rewards. In the process of introducing our new Coast Rewards program, we studied the competition to assess what kinds of rewards resonate with hotel guests. Clearly, travelers have a broad choice of where to stay. We want them to know that when they stay in one of our hotels they can expect incomparable excellence in service with the bonus of a top notch loyalty program."

The Coast Rewards program -- featuring Silver, Gold and Platinum award levels -- assigns points for hotel stays that can then be redeemed in real-time at check-in for upgrades, hotel nights, travel packages and airline miles. Other rewards feature merchandise from retailers such as The Gap, Home Depot, Chapters/Indigo and Barnes & Noble.

To enroll, travelers can complete an application available at any Coast Hotel or online at www.coastrewards.com. Enrollment can be activated immediately and new members will earn 100 bonus points upon their first stay.

Headquartered in Vancouver, British Columbia and Seattle, Washington, Coast Hotels & Resorts is one of the premier hotel chains on the Pacific Coast. The company acquired its first hotel in 1972 and today, boasts 36 three- and four-star properties throughout Western Canada, Alaska, California, Hawaii, Oregon, Idaho, Nevada and Washington. All properties offer the signature comfort that business and leisure travelers have come to expect from a Coast Hotels' stay. For more information or reservations, visit www.coasthotels.com or call 800-663-1144.

Coast Rewards Fact Sheet

All Coast Rewards memberships are subject to restrictions, membership eligibility and criteria and availability. For the most up-to-date reward program information, visit www.coasthotels.com.

Coast Rewards Silver

--Complimentary newspaper available

--Express check-in and checkout

--Priority waitlist 

--Second person in room at no charge

--Exclusive 1-800 number for reservations

--59 second check-in guarantee

--Wake-up call on-time guarantee

Coast Rewards Gold

All Silver benefits PLUS:

--Complimentary local &1-800 calls

--Complimentary newspaper delivered to room

--Turndown service

--Late check-out up to 3 p.m., upon request

--Check cashing privilege up to $200

Coast Rewards Platinum

All Silver & Gold benefits PLUS:

--Upgrade at check-in, based on availability

--Welcome amenity (e.g. bottled water and freshly baked cookies), at hotel discretion

--Complimentary Internet access, where available

--Complimentary continental breakfast

--Second room at half price for immediate family members, (to a maximum of one room per stay)

--Guaranteed availability with 48 hours notice

Sample List of Redemption Rewards (see Web site for complete and
current list)

Reward                                       Points Required to Redeem

Upgrades                                                  350
Hotel Stay (1 night) -- Standard Room                   1,400
Hotel Stay (1 night) -- Superior Room                   1,750
$100 Coast Certificate                                  1,750
$50 Retail Gift Certificate                             2,000
$100 Retail Gift Certificate                            4,000
Roots Leather Duffel Bag                                4,750
Cross Sterling Silver Pen Set                           6,000
Weekend Getaway -- Skiing at Mission Ridge              8,750
5000 Frequent Flyer Miles -- Alaska Airlines           12,000
Weekend Getaway -- Skiing at Whistler                  15,000
Anaheim Two-Night Vacation for Two                     30,000
Hawaii Seven-Day Vacation for Two                      45,000