ITT SHERATON CLUB INTERNATIONAL (SCI) LAUNCHES ADS TO ADDRESS EMPTY OFFERS BY COMPETITION AND SCI'S SUPERIOR BENEFITS
BOSTON, May 4 /PRNewswire/ -- ITT Sheraton Corporation is launching a pointed advertising campaign to support its frequent guest program, ITT Sheraton Club International (SCI). The campaign targets benefits that are already offered by SCI, the hotel industry's most international frequent guest program, with 411 participating properties in 50 countries with 300 of those properties in North America, nearly double the nearest competitor's offering. "We've offered airline miles for 10 years and have watched recent efforts by competitors purport to offer a breakthrough by awarding 500 miles; it simply isn't new or unique," said Edward L. Stahl, ITT Sheraton vice president and director of advertising and marketing programs. "Frequent travelers are savvy; they cannot be fooled with inflated positioning," he added. "They respond to solid benefits, including program flexibility, value-based offers and consistent delivery, which is why our members have consistently rated our program the best in the industry over the past few years."
Offering Powerful Redemption Benefits
SCI offers worldwide travel awards without blackout dates, meaning that travelers can redeem their points for actual travel without restrictions to virtually any airline, car rental company, cruise line or other mode of travel. Hotel stays also do not have blackout dates or restrictions, unlike all other competitive programs. Members can convert points to airline miles with American and United Airlines, and redemption is eased by calling an SCI redemption center because redemptions for SCI members can be handled over the phone while most other programs require redemptions to be handled in writing. SCI members have opportunities for free nights in conjunction with paid nights and can combine cash and points for awards. Update, the member newsletter, is filled with SCI member-only "double ClubPoints" and "Stay one night; get one night free" offers and specific property bonus offers in every issue. Members can apply ClubPoints toward items in famous store catalogs in their country, including Eaton's, Eddie Bauer, Harrods and Spiegel.
Delivering Benefits During Guests' Stays
At ITT Sheraton properties, SCI members receive automatic room upgrades, and members receive guaranteed late check-out until 4:00 p.m. beginning with their first stay, while other programs require 50-75 stays. Upgrades for SCI members are made to Towers (hotel-within-a- hotel), Executive Level or Club Level, based on availability, where hors d'oeuvres and morning continental breakfast are available. SCI members also enjoy ExpressPass, which virtually eliminates check-in and check-out at nearly 150 hotels in North America and which will be introduced in Europe this summer and in Asia and the Pacific this fall.
Telling The Truth About Miles
ITT Sheraton has offered airline miles for guests since 1983. The number of participating properties (411) and the number of countries represented (50) exceed all competitive offerings. In addition, SCI members can enjoy the benefits of membership at all brands that ITT Sheraton offers: upscale and luxury Sheraton Hotels, All-Suites, Resorts and mid-priced Sheraton Inns. ITT Sheraton already offers 500 airline miles to members of American AAdvantage or United Mileage Plus programs who stay at any of more than 300 SCI participating upscale and luxury hotels, all-suites, resorts and mid-priced inns in North America. SCI is also unique in allowing members to convert hotel points to airline mileage for American and United Airlines. "Sophisticated business travelers will continue to compare and evaluates these programs; we invite them to compare and are confident that they will recognize the true benefits of SCI, just as the loyal members of SCI have realized for years," Stahl said. Ads in USA Today support what SCI offers members. The ads were developed by Wells Rich Green BDDP, ITT Sheraton's global advertising agency. Boston-based ITT Sheraton Corporation, a subsidiary of ITT Corporation, is a worldwide network of nearly 440 owned, leased, managed and franchised properties, including 295 upscale and luxury hotels, resorts and all-suites and 135 inns in 61 countries. -0- 5/4/93 /CONTACT: Dolores Sanchez of ITT Sheraton, 617-367-5481/
CO: ITT Sheraton Corp. ST: Massachusetts IN: LEI SU:
DJ -- NE002 -- 4485 05/04/93 16:03 EDT
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|Date:||May 4, 1993|
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