Bakkt, Choice Hotels Expand Hospitality Chain’s Rewards Program

Digital asset marketplace Bakkt has officially launched of its previously announced collaboration with Choice Hotels International to expand the hospitality chain’s rewards program, Choice Privileges, through the Bakkt app, according to a Tuesday (Sept. 28) press release.

The partnership allows Choice Privileges members to convert their reward points to cash and use that money to buy bitcoin, send it to a friend or family member or use it online or in-store through Apple Pay and Google Pay, the release stated.

“By working with Choice Hotels, Bakkt is bringing tremendous value to its millions of customers by unlocking new redemption opportunities for Choice Privileges members to enjoy their rewards points in day-to-day life or even to purchase bitcoin,” said Bakkt Chief Revenue Officer Sheela Zemlin in the release.

Choice Privileges members can earn points at more than 7,100 Choice hotels in more than 40 countries. Members can earn additional points through Bakkt until Nov. 5, including 500 bonus points for linking a Choice Privileges account with the Bakkt app and 1,000 bonus points for redeeming points for cash, according to the release.

“We’re thrilled to work with Bakkt and grow our Choice Privileges loyalty program to drive further value for our guests and franchisees,” said Choice Hotels Vice President of Loyalty Programs and Customer Engagement Jamie Russo in the release. “As a company with a strong emphasis on a customer-first approach, Choice is always looking for ways to better serve the changing needs of today’s consumers.”

Last week, Bakkt Holdings announced plans to merge with special purpose acquisition company (SPAC) VPC Impact Acquisition Holdings (VIH), as part of an effort to go public. The merger is expected to be approved by VIH shareholders Oct. 14.

Read more: Digital Asset Marketplace Bakkt Readies SPAC Merger

“Bakkt has an incredibly unique business model and value proposition and continues to unlock new ways for consumers, business and financial institutions to participate in the digital economy,” said VPC Impact Acquisition Holdings CEO John Martin said at the time.