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Taj Hotels devalues its loyalty program benefits

Updated: Jul 10, 2022. Walter Ray.
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It’s no secret that Taj Hotels has a very lackluster loyalty program, when compared to most other hotel chains. From no recognition of loyal members during the stay, to never-ending issues with apps and points credit, Taj has left no stone unturned in making its loyalty program as unattractive as possible.

However, there were 2 things that worked for them.

  • Good discounts for Gold and Platinum members, and
  • Great properties and service during the stay.

As far as the service is concerned, it has become a lot worse after the pandemic. But that’s the case with most hotels.

And now, Taj has diluted the discount for elite members as well. Here’s what the new discount offering looks like. It used to be fixed 25% off for Gold and Platinum members.

Level Discount
Copper Up to 10%
Silver Up to 10%
Gold Up to 15%
Platinum Up to 20%

These discounts are not fixed anymore. It could be no discount at a property or 5% or 10% or 20%.

My guess is this won’t be the lowest rate available anyway. Especially for Copper, Silver, and Gold members.

Conclusion

It’s sad that this benefit has been taken away. I hope that Taj makes up for the loss with some other benefits.

Taj’s loyalty program is in desperate need of an overhaul. And NeuPass is not the answer. NeuPass is a cashback program and cannot be a loyalty program for a premium hotel chain, where the average price of a room per night is upwards of $200 for most properties.

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