When two hotel brands merge, frequent travelers often ask the same critical question: What happens to your points if a hotel brand merges? Loyalty programs are a major part of the travel ecosystem, and mergers can deeply impact your hard-earned points and elite status. The way points are handled during these transitions is based on complex business and technical decisions, not just customer experience. In this comprehensive guide, we break down what typically happens in these mergers—factually, with examples and key insights.
Hotel brand mergers are rarely simple business deals. They're operational overhauls that often involve combining two distinct loyalty ecosystems, each with its own structure, redemption models, partners, elite tiers, and customer expectations.
When Marriott acquired Starwood Hotels & Resorts in 2016, the integration of Marriott Rewards and Starwood Preferred Guest (SPG) was the most significant loyalty merger in hotel history. Both programs had unique earning rates, redemption charts, elite structures, and promotional partnerships. The goal was to create a new, unified program that retained loyal customers from both ecosystems without devaluing the rewards.
Key facts from real-world examples:
SPG points were converted to Marriott at a 1:3 ratio, which initially benefited SPG members due to the higher perceived value of SPG points.
Elite status from both programs was merged and matched.
Lifetime status was preserved and sometimes enhanced depending on which program offered better terms.
In most hotel brand mergers, loyalty program teams face three major challenges:
Equitable Points Conversion: Programs must determine a fair exchange ratio. This is typically based on the average redemption value per point, not how easily points are earned.
Elite Tier Mapping: Brands must create a path for elite members to transition to comparable or higher tiers in the new structure.
Redemption Options During Transition: Hotel brands often freeze point transfers or limit redemptions during the back-end system transition.
A hotel merger is not just a financial agreement; it's a data migration involving millions of member accounts and billions of points. That’s why these transitions take months, if not years.
Once a merger is announced, the first concern for loyal customers is point protection. Will their points still exist in the new program? Will their value change? Will they be able to use them seamlessly?
Points Are Rarely Lost: In modern loyalty programs, your points are assets, and companies avoid alienating loyal customers by deleting balances. Instead, points are typically converted or transferred.
Value May Shift: Even if the number of points stays the same, the value per point may change. A hotel that once required 15,000 points under Brand A might require 25,000 points under Brand B’s chart.
Conversion Ratios Vary: These ratios are usually designed to create a perceived equivalency, but it's not always transparent or favorable to members.
IHG’s acquisition of Kimpton Hotels allowed IHG Rewards members to use their points at Kimpton properties within months of the merger.
Accor’s acquisition of Mövenpick maintained ALL – Accor Live Limitless points across both brands, with consistent earning and burning policies.
Hyatt and SLH partnership allowed World of Hyatt members to earn and redeem points at Small Luxury Hotels, but with different benefit structures.
Programs often suspend redemptions or transfers for a short window during back-end transitions.
You may need to link your old and new accounts manually (e.g., SPG to Marriott).
Promotions and bonus points may be paused to prevent discrepancies during migration.
Most mergers honor booked award stays, even if the property no longer belongs to the original brand.
Points expiration policies are typically paused during transition periods.
Communication via email and the program’s website is frequent—members are often encouraged to update profiles and link accounts.
If you're an elite member, the concern isn't just about points. It’s about status and the perks that come with it—late checkout, free upgrades, welcome amenities, and more. Mergers can drastically affect elite benefits.
When brands merge, elite status is usually matched or transitioned to a similar or superior tier. For example:
SPG Gold matched to Marriott Gold, though Marriott Gold had fewer perks at the time.
Lifetime status was consolidated, and members were able to carry over the better of the two.
The qualification metrics—nights stayed, dollars spent, or points earned—may change under the new program. This can result in:
Easier qualification in some cases due to unified criteria.
Harder qualification when the new program requires higher spend or more nights.
Loss of previously earned benefits if they don’t align with the new program’s rules.
Some perks may be reduced or removed:
Breakfast benefits may be restricted to select brands.
Lounge access rules might change.
Guaranteed upgrades may be limited to top-tier members only.
Elite members should watch for official transition charts, which outline how each tier and benefit maps into the new system. During this time, members are often given status extensions or complimentary matching for one or two years while the merger completes.
Take screenshots of your current status, point balance, and upcoming reservations. Documentation can help in case of errors during migration.
While most changes are managed by the hotel chains, travelers can take steps to protect their points and maximize opportunities during a transition.
If the new program’s redemption chart is less favorable, redeem points under the old system while it's still active. Award nights tend to get more expensive post-merger.
During the Marriott-SPG merger, members could earn points in both programs simultaneously by linking accounts. If a similar offer becomes available, it can double your rewards temporarily.
Programs like Chase Ultimate Rewards, Amex Membership Rewards, and Citi ThankYou Points often partner with hotel brands. During a merger, these relationships may change. Transfer bonuses may be offered to promote transitions.
If your points are likely to lose value, booking aspirational stays (e.g., Maldives, Paris, Tokyo) can offer better ROI before changes take effect.
Although many programs pause expiration policies, it’s not guaranteed. Set reminders or use apps like AwardWallet to track dates.
If your balance doesn’t transfer correctly or status doesn’t reflect properly, reach out early with screenshots and transaction records. Mergers cause data lags, and early resolution prevents long-term issues.
The hotel industry continues to consolidate. As travel rebounds globally, chains look to increase their footprint by acquiring or merging with smaller or regional brands. These moves almost always involve loyalty program shifts.
Unified Apps and Websites: Expect a push toward integrating mobile experiences under one umbrella.
Simplified Redemption Models: More brands are moving to dynamic pricing, where the number of points needed fluctuates based on demand and season.
Focus on Direct Booking: Merged programs often incentivize booking through official channels with bonus points and member-exclusive rates.
Speculation continues about regional brands being absorbed by global players like Accor, Hilton, or Marriott.
Tech-focused companies may acquire boutique hotel chains and create hybrid reward models blending travel, food delivery, and lifestyle perks.
Diversify your loyalty portfolio: Don’t put all your travel rewards in one program.
Stay updated on industry news: Mergers are usually announced publicly and give months of lead time before point transfers begin.
Consider flexible rewards: Programs like Chase Ultimate Rewards offer hotel transfer options and give more control during changes.
Hotel brand mergers aren’t inherently bad for consumers—but they require awareness, planning, and sometimes swift action to ensure your points and perks retain their value.
Hotel brand mergers have become more frequent in the modern travel economy, and with them come significant changes to loyalty programs. If you’ve invested time, money, and nights into building up points and elite status, the question—what happens to your points if a hotel brand merges?—deserves a detailed and factual answer.
Most points are not lost, but they do undergo conversion. The real challenge lies in understanding how the value of those points changes, what happens to your status, and whether your future travel plans are affected. With proper planning—such as redeeming points before devaluation, monitoring transfer partners, and maintaining clear documentation—you can turn a potential setback into an opportunity.
Past examples like the Marriott-SPG merger show that transitions can be handled fairly if members stay informed. Use the merger period as a chance to re-evaluate your loyalty strategy, diversify your rewards, and maybe even explore a new brand that fits your travel style better.
Above all, treat your points like an investment: protect them, watch their value, and be ready to pivot. Mergers aren’t going away—but with the right steps, your rewards can still take you exactly where you want to go.
Lina Zhou is a globe-trotting travel writer from Chengdu, China. With a passion for hidden gems and cross-cultural experiences, she shares practical tips, visa guidance, and immersive stories from every corner of the world. When not exploring, she’s sipping tea while planning her next adventure.
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