Choice Privileges Increases Point Requirements at Many Japan Properties

Without warning, Choice Privileges has increased the number of points required for award redemptions at many hotels in major Japanese cities. While loyalty program devaluations may seem like the norm of late, this one especially hurts.

Unfortunately, this isn’t that much of a surprise from Choice Privileges, as the program has undergone several devaluations in recent years.

Let’s take a look at the latest change regarding redemptions and what it means for Choice Privileges members.

Choice Privileges Increases Points Pricing at Select Hotels in Japan

Choice Privileges, the loyalty program of Choice Hotels, has long been an underrated award program. The program covers thousands of properties worldwide, spanning brands from budget-friendly accommodations to upscale hotels.

Unfortunately, many properties across major Japanese cities are seeing point requirements jump by as much as 200%. Japan has been a standout value in the Choice program, so this change is disappointing for future travelers.

While not all hotels were affected, these increases primarily affect popular properties. Many hotels that could once be booked for 8,000 Choice Privilege points now cost upwards of 25,000 Choice points per night

Despite these increases, Choice Privileges points can still provide value at mid-tier properties, particularly when cash rates are astronomically high. Unfortunately though, the program has lost much of its appeal.

What This Means

This is a major devaluation. At Upgraded Points, we value Choice Privileges points at 0.6 cents apiece. However, this will likely drop, as redeeming Choice Privileges points at properties in Japan is typically among the best ways to use them.

As someone who has traveled to Japan 8 times in the past decade, with another trip in the works later this summer, this one hurts.

Choice Privileges also frequently offers bonus points deals and point-purchasing promotions that have, in the past, provided excellent value. However, the math will change, and buying points may not make sense for these properties going forward.

Final Thoughts

The Choice Privileges hotel loyalty program took a major hit seemingly out of the blue. Though not every property was affected, many Choice hotels across Japan now cost a lot more points.

While some of these increases to certain properties aren’t catastrophic, they do erode the value of Choice Privileges points — particularly for those who strive to redeem their points for as much value as possible.

For those with lots of hotel points, this is a reminder to use them sooner rather than later, or you are at the mercy of another major devaluation. With Choice Privileges’ history, it’s only a matter of time before we see another one.