Rewards buy more than just free flights
Programs expand to let members cash in points for some unique perks
Last fall, Wendy Kam Marcy redeemed her American Express Gold Rewards points for an experience that had little to do with flying, unless flying through dirt and mud on the back of an all-terrain vehicle counts.
The 33-year-old Albertan surprised her outdoorsman husband with an all-terrain excursion in the woods, courtesy of Parry Sound’s Bear Claw Tours.
“The day before, there was a massive rainfall, so the trail was extra slippery,” Kam Marcy says. “There were huge puddles that went up to your waist and it really made it into an extra adventure. The wheels were sliding down big logs. We were driving through these puddles and water was splashing everywhere.”
The excursion is one of many “experience rewards” offered by Samba Days, an Aeroplan partner.
From glassblowing lessons to indoor skydiving, travel rewards loyalty programs have expanded to offer once-in-a-lifetime opportunities for customers looking for something a little different to do with their points.
Traditionally, card members have been encouraged to reserve points for flights.
But using points solely for air travel isn’t for everyone.
“Some people can’t earn enough miles for a flight,” says Patrick Sojka, CEO of Rewardscanada.com. And then there are some people who have more miles than they know what to do with.” Kam Marcy usually redeems points for flights. But, she says, the day trip was worth between $200 and $300 per person. And the package felt like an allinclusive adventure getaway without having to go very far. “We got to embrace the adrenaline side of ourselves,” she says. Starwood Hotels and Resorts Worldwide offer higher-end experiences. Preferred Guests can bid their loyalty points on the ultimate in luxury prizes, such as getting the keys to a Bentley Continental to explore Salzburg, Austria, or attending the red carpet premiere of The Smurfs with Katy Perry. Because many of their members travel so frequently, Starwood makes experience rewards available to members’ relatives. “That way the guest is looking like a hero,” says Daniel Kerzner, Starwood’s director of customer experience management.
“The guest has earned the points and earned the loyalty with Starwood. But it gives him a chance to do something for his wife, and for her friends, and for her to brag about her husband and what he gets as a result of travelling.”
One of those heroes, according to Kerzner, won a prize to hang out with Sting during a sound-check before a concert. He’s not a big fan, but his wife is. And so are her friends.
For those with fewer points, non-travel rewards can come in a more utilitarian form. Michelle Campbell, 26, cashed out her Air Miles points for Chapters gift cards to spend on books for her first year of university.
Ted Slugocki, 37, has redeemed points for a Canon DSLR camera for the family, an outdoor playset for his three-year-old daughter, and a Nintendo DS for his wife.
Cordless phones, a kitchen knife set, ski lift tickets — they’ve all come by way of Air Miles.
“I don’t use it so much for travel, and the reason is I don’t always get a better rate (with Air Miles,)” he says. “I use it more for the perks.”