Choice Privileges Raises Award Prices in Japan Again

For the second time in the last few weeks, Choice Privileges has significantly increased the points required for award redemptions at many hotels across Japan.

Though the program has undergone several major devaluations in recent years, this one may have just pushed away Choice loyalists who were still upset from the last devaluation.

Here’s a look at the latest change with award redemption rates across Choice Privileges hotels across Japan and what it means for Choice Privileges members going forward.

Choice Privileges Further Increases Points Pricing at Many Hotels Across Japan

Choice Privileges, the loyalty program of Choice Hotels, was long considered an underrated program, thanks to its solid award rates and its massive hotel footprint, which includes thousands of properties worldwide.

Unfortunately, the program underwent a major devaluation last month, during which many properties in major Japanese cities saw point requirements jump by as much as 200%. 

Now, Choice Privileges has once again increased the number of points required for award stays at many of its hotels in Japan — and done so without any advance warning, just like last time. Certain hotels in cities like Tokyo, Osaka, and Fukuoka now require as many as 30,000 points per night.

For example, nearly every property across Tokyo now costs more than 20,000 Choice points per night — up to 30,000 points, depending on the location. Though the program once provided solid value at properties, particularly when cash rates were high, the award rates are now much higher than travelers are used to.

What This Means for Choice Privileges Members

Simply put, this is another major devaluation that further diminishes the value of Choice Privileges points.

At Upgraded Points, we value Choice Privileges points at 0.6 cents apiece. However, this valuation will likely drop as Japan has long been seen as one of the strongest redemption sweet spots in the Choice Privileges program.

As someone who is heading to Japan for the 10th time in the coming weeks, this devaluation really hurts. While Choice Hotels is better known in North America for its budget brands, its Japanese portfolio has always been interesting. This is mostly due to centrally located business hotels that could be booked for remarkably low award rates despite expensive cash prices

In the past, Choice Privileges has frequently offered bonus points deals and point-purchasing promotions, which have provided excellent value when redeemed for award stays. However, with award prices now significantly higher, purchasing points specifically for award redemptions may no longer be worthwhile.

Final Thoughts

Again, and without warning, Choice Privileges has increased the number of points required for award redemptions at many of its hotels across Japan. This is the second major devaluation in recent weeks affecting what used to be one of the program’s best sweet spots.

For those with a healthy stash of Choice points (or any points for that matter), this is a reminder to use them sooner rather than later. Devaluations are an unfortunate fact of life.