by Alex Palmer | January 17, 2019
Radisson Hotel Group is giving its loyalty members the opportunity to use their rewards points for good. The hospitality company announced that Radisson Rewards members will now be able to redeem points for monetary donations to the hotel group's partner organization, SOS Children's Villages. As one of the world's largest nongovernmental organizations dedicated to building families for orphaned and vulnerable children, SOS Children's Villages provides a way for Radisson's global loyalty program to make an impact around the world.
"The points donated through Radisson Rewards will go toward furthering the SOS Children's Villages' mission of providing children with a stable and supportive family, a safe home and warm bed, education and empowerment, emergency and medical care, and more," said Inge Huijbrechts, global senior vice president of responsible business and safety security at Radisson Hotel Group.
Radisson Rewards offers benefits to guests staying at any of the group's 1,100 hotels worldwide; donations will provide school supplies, clothes and other gifts to children in need. For example, 12,000 reward points buy a semester's worth of school supplies for one child.
This new socially conscious offering allows Radisson to give its guests a loyalty reward that speaks to the sizable segment of consumers, particularly Millennials, who have expressed their preferences for organizations practicing corporate social responsibility.
Formerly Club Carlson, Radisson Rewards was recently revamped with new benefits, flexible spending options and more. The hotel chain isn't alone, as other brands, most recently Marriott International, have updated their customer incentives.