Sonesta is revamping its Journey Go program with new tiers and factors multipliers

In the event you do not suppose you recognize of the resort model Sonesta, you most likely truly do.

With greater than 1,200 properties world wide, Sonesta is the eighth-largest resort firm within the U.S. So, likelihood is you have seen it with out possibly, effectively, seeing it.

The Boston-based firm behind 17 manufacturers — together with The Royal Sonesta, The James, Sonesta ES Suites and extra — is effectively conscious of that, which is why it is doubling down on its Journey Go loyalty program with a handful of recent enhancements geared towards making it simpler to earn rewards, plus extra personalization.

Seemingly in a single day, Sonesta went from a comparatively small model to a resort powerhouse throughout the coronavirus pandemic because of the $90 million-dollar acquisition of RLH Corp, which introduced Purple Lion Accommodations and Americas Greatest Worth Inn into the fold, and the acquisition of the mental rights to The James resort model. It additionally not too long ago began a franchising program that’ll have extra Sonesta properties popping up left and proper.

With a lot progress within the firm and staunch competitors amongst main loyalty packages with extra title recognition, Sonesta realized Journey Go wanted to vary “to compete and to satisfy buyer expectations,” Robin Ruttle, senior director of loyalty and partnerships at Sonesta, solely informed TPG.

It additionally wanted to discover a approach to differentiate itself, she added, resulting in a sequence of modifications highlighted beneath.

For now, Ruttle was fast to emphasise that the brand new Sonesta Journey Go program may be very a lot in a gentle launch. Nonetheless, the corporate plans to proceed to take heed to buyer suggestions to make it worthwhile for everybody, from street warriors who’re hyper-familiar with manufacturers like Sonesta Choose and Sonesta ES Suites to a youthful crowd simply getting began with factors and miles who could be extra keen on lifestyle-focused manufacturers like The James.

Although it is simply getting began, Sonesta needs the expertise “to be a type of two-way dialog” so visitors can assist the corporate learn to proceed to enhance, in line with Ruttle.

Here is what’s altering — and why you should not sleep on Sonesta Journey Go.

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Get factors only for signing up

In the event you’re new to Sonesta Journey Go, you’ll be able to snag 1,000 factors instantly only for signing up for this system. Signing up is a simple course of on Sonesta’s web site.

As soon as registered, members will routinely obtain Bronze standing and might begin working up the elite standing tiers.

New standing tiers

Talking of these tiers, the revamped program now has 4 tiers with numerous night time or level necessities, as damaged down beneath.

  • Bronze: 0 qualifying nights or 0 factors per calendar yr.
  • Silver: 10 qualifying nights or 10,000 factors per calendar yr.
  • Gold: 20 qualifying nights or 20,000 factors per calendar yr.
  • Platinum: 40 qualifying nights or 40,000 factors per calendar yr.

Every standing comes with a slew of perks. Entry-level Bronze members obtain discounted room charges and upgraded Wi-Fi on high of the prospect to earn factors and elite qualifying nights. When you qualify for greater tiers, you will get extra profitable perks, relying in your elite standing.

A few of the high advantages embrace complimentary room upgrades (when accessible) for Silver, Gold and Platinum members, and complimentary continental breakfast (when accessible) for Gold and Platinum members. The latter is a very standard loyalty perk for elite members.


Even in case you aren’t staying at many Sonesta properties, you’ll be able to make the most of a rolling standing match program in case you have elite standing with different packages. To request a standing match, enroll in Sonesta Journey Go, then attain out to Sonesta’s Buyer Care group together with your Journey Go Member ID and proof of your present elite standing with one other program. Relying on what elite standing you’ve got, you might earn Silver, Gold or Platinum elite standing with Journey Go.

Big bonus multipliers make incomes factors simpler than ever

The entire level of rewards packages is to earn factors or miles which you can redeem for journey or different perks — and Sonesta is making that simpler for visitors as they work their means up the ranks of elite standing.

Now, beginning with Silver elite standing, members can earn factors sooner because of a brand new profitable bonus factors construction, as detailed beneath.

  • Silver: 50% bonus multiplier.
  • Gold: 75% bonus multiplier.
  • Platinum: 100% bonus multiplier.

Members earn a base price of 10 factors for each greenback spent throughout certified stays, and award nights are primarily based on a chart with 9 tiers starting from 10,000 to 30,000 factors per night time.


Up to date performance, look and personalization

Sonesta Journey Go can be getting a brand new brand to assist burn some title recognition into the minds of vacationers. (If you have not seen Sonesta’s sensible advert marketing campaign “Well-known But Anonymous,” starring actress Judy Greer — whom everybody most likely is aware of, however whose title no person can bear in mind — positively test it out.)

Proper now, one of many unlucky options of Journey Go is that to guide an award night time, members should choose up the telephone and name. That is altering quickly, although a precise date for on-line and in-app award bookings just isn’t but confirmed. One other new function within the works is the choice to guide a keep utilizing a mixture of money and factors.

Additionally, as a part of the long-term plan, Sonesta needs to make this system extra personalized for members by rolling out customized experiences which are tailor-made to particular visitors and their wants. There will probably be member anniversary rewards, birthday rewards and a soon-to-come standing gifting program as effectively.

These customized advantages, together with the general modifications, have really been designed with the client in thoughts, in line with Ruttle.

“We’re displaying you that you just’re not only a quantity at Sonesta,” Ruttle shared. “We all know who you might be, and we actually wish to ship an expertise that is gonna put a smile in your face and make you come again.”

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