With 6.5 million and counting, Carlson is on target to build its loyalty program to 10 million by 2013. To crank up the numbers the company is replacing Goldpoints Plus with a new Club Carlson program. Launched March 31, Club Carlson has no blackout dates for its enhanced menu of awards.

Among other benefits, loyalty program members earn more points per stay and spend fewer points per free award nights. Carlson has also added more redemption options including new resorts, retailers and restaurants. And, they’ve introduced Club Carlson Concierge, an elite tier that offers room upgrades, free breakfast and traditional concierge services.

“A key pillar of our Ambition 2015 strategy is to grow our revenue to our hotels,” says Heather Passe, vice president, marketing, loyalty and e-commerce, Carlson Hotels. “The significant changes we have made to our loyalty program are focused on maximizing benefits for our customers which in turn will drive revenue to our hotels.”