Choice Privileges Modifies Loyalty Scheme, Devalues Japan Awards
Choice Hotels' loyalty programme, Choice Privileges, implemented significant adjustments in late 2025, including new elite tiers and reduced qualification criteria. However, the scheme concurrently decreased award values in major Japanese cities from mid-2026, impacting future redemptions.
Programme Enhancements and Devaluations
Choice Privileges, the loyalty programme for Choice Hotels, has introduced notable changes. These adjustments began in late 2025 with programme enhancements. Members now benefit from lower requirements for existing elite status tiers. A new top-tier Choice Privileges status has also been added. The programme further introduced milestone rewards, providing additional incentives.
However, these positive developments are balanced by a significant devaluation. From mid-2026, award options in major Japanese cities have seen reduced value. This change affects members planning to redeem points for stays in the region. Choice Hotels fully integrated Radisson Rewards Americas into its programme in 2023.
This integration expanded the portfolio to include brands like Radisson and Park Plaza in North America, Latin America, and the Caribbean.
Elite Status Qualification and Tiers
Members can achieve Choice Privileges elite status and unlock milestone rewards through qualifying nights or credits. Qualifying nights generally include points-eligible stays and reward nights. These also encompass stays booked under employee or friends and family rate plans. Qualifying credits primarily derive from base points earned during stays.
Points from qualifying spending on linked US-issued Choice Privileges credit cards also count. Extended stay properties operate under different rules. Stays at WoodSpring Suites do not earn qualifying nights or credits. However, qualifying stays at Everhome Suites, MainStay Suites, and Suburban Studios do earn both. Earning rates vary based on the length of stay at these extended properties.
Gold Status and Member Benefits
Upon achieving Gold status, members gain additional perks beyond the basic Member tier. Gold status requires five qualifying nights or 10,000 qualifying credits annually. Holding a no-annual-fee Choice Privileges Mastercard provides 10 elite qualifying nights each calendar year. Gold members receive a 10% bonus on points from qualifying stays.
They also get a welcome gift at participating hotels, such as bonus points or a snack. Early check-in and late checkout are offered where available. Room upgrades are possible at Cambria and Ascend Collection brands globally. This benefit also extends to certain Radisson brands in North America, Latin America, and the Caribbean, subject to availability. Elite reserved parking is provided at participating hotels in the US and Canada.
Implications for Travellers in Japan
The devaluation of award options in major Japanese cities from mid-2026 directly impacts members. Travellers planning to use Choice Privileges points for accommodation in these areas will find their points yield less value. This change means more points are now required for the same hotel stays. Members should review their point balances and redemption strategies for Japan.
This adjustment could influence travel plans or require alternative booking methods. Despite this specific devaluation, Choice Privileges states that good value remains possible from the programme overall. Members are advised to assess specific hotel redemption rates before booking. This will ensure they optimise their point usage.
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