Six Continents Hotels today announced the re-launch of its hotel loyalty program Priority Club Rewards (previously Priority Club Worldwide) in Australia, New Zealand and the South Pacific � a tool that will be used to drive sustainable revenue growth in the region.

�Recognition of our guests is the strongest driver for repeat business across all our brands. We have improved our Priority Club loyalty program to stimulate interest, drive business and provide our guests more reasons to return to our hotels,� said Six Continents Hotels Chief Operating Officer for Australia, New Zealand and the South Pacific, Phil Lee.

The program is free to join and available to guests of Inter-Continental, Crowne Plaza and Holiday Inn hotels worldwide. The structure of the program has decreased the number of membership tiers from four to three and lowered the threshold to make it easier for frequent guests to reach the elite Gold and Platinum levels.

In addition to the Club member benefits such as extended checkout to 2pm and free daily newspaper, Gold members will receive priority check-in and 10% extra bonus points on their base points earned every time they stay with Six Continents Hotels. Platinum member will receive 50% bonus points on points earned � up from 30% with the previous program � and guaranteed room availability within 72 hours of booking.

The new Priority Club Rewards program includes increased point flexibility that will have no expiration date, no black-out dates for members cashing in points for room nights and the added ability to transfer points to a spouse or friend�s account. Members will also be able to purchase additional points to allow them to reach award levels quicker.

Priority Club Rewards points are redeemable for airline miles, hotel stays or retail and restaurant certificates. Higher tier members will also be able to participate in the Personal Shopper Program, which has unlimited award choices and allows members to choose their own rewards.

Six Continents Hotels has already commenced mailing new membership cards to its existing Priority Club members. Priority Club Rewards membership application forms are available across the Group�s network of hotels in Australia, New Zealand and the South Pacific, or applicants may join on-line at www.priorityclub.com.

�The new Priority Club Rewards will enhance the customer experience, make it easier for guests to redeem their points and give them more awards options. We are very excited about the opportunities it will present to further build loyalty across our hotels in the region,� Mr Lee added.

MEDIA INFORMATION Luke Starr or Jane Morey, Prue MacSween & Associates (+61 2) 9327 4333