At its annual conference, Carlson launched a rebranded and revamped loyalty program and outlined broad plans to add new brands in the economy and luxury lodging segments. But company officials were most anxious to talk about Carlson’s ongoing Ambition 2015 initiative to grow the company’s revenues and portfolio and to revitalize its lodging brands.

Club Carlson is the new loyalty program, replacing the long-standing goldpoints plus. The new program, which launches Mar. 31, features a greater array of benefits and redemption options. Club members earn points through stays at Carlson’s more than 1,000 hotels and can redeem them for a variety of lodging options, including all properties in the Carlson portfolio, 80 Club Med all-inclusive resorts and vacation packages through a partnership with sister company CWT Vacations. Redemption is also possible at 20 restaurant chains and retailers, including Amazon, Best Buy and T.G.I. Friday’s, another Carlson company.

Calling it “a key pillar of our Ambition 2015 growth strategy,” Carlson President and CEO Hubert Joly said the new loyalty scheme will help hotels increase their revenues. “Last year, we announced a plan to double our loyalty program to 10 million members by 2013. In 2010, it grew by 24 percent to 6.3 million members.”

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