Loews hotels is shutting down their loyalty program December 6. The Loews chain is comprised of 24 hotels in the U.S. and Canada. They say that “YouFirst isn’t enticing or relevant” and that set benefits don’t meet guest needs and they’ll continue to recognize their best guests without a formal program.
This is hardly the first hotel chain to shut down its loyalty program. Holiday Inn launched the first hotel loyalty program at the start of 1983 and called it Priority Club.