Special Advertising Section - Turning Miles Into Mountains

Special Advertising Section

Turning Miles into Mountains:

You've worked hard to rack up all of those miles and hotel points -- now it's time to put them to good use. Beyond airline tickets and hotel stays, you can now redeem your miles for everything from Utah ski trips to Caribbean cruises.

Getting maximum value from your miles and hotel points is a primary goal for most business travelers and there's an abundance of opportunities in the redemption arena. In many instances, you can contribute to worthy causes, stay at your favorite hotels, take all-inclusive vacations to exotic lands, earn memberships to airport lounges, buy upgrades, participate in auctions, and/or shop at your favorite retail outlets. When you're ready to splurge, here are some innovative ways to spend your miles and hotel points.

Golf enthusiasts can swing Marriott RewardsÆ hotel points into "Great Golf Getaways," which may include resort accommodations that sport the ideal golf environment or golf lessons at some of the best schools in the country. Of course, an all-time "rewards" favorite is a complete vacation package, including a one-week stay at your favorite Marriott hotel, two (or more) roundtrip airline tickets and car rental.

Members can also use their points to set sail on sea cruises to Alaska, the Caribbean or the Greek Isles. Another alternative is to head for Universal Studios FloridaÆ or a ski trip in Utah.

"We have 175 different awards," says Ralph Giannola, Marriott International's senior vice president of consumer marketing. "In addition to offering variety, awards need to be attainable. When it comes to redeeming points, we offer our guests a host of options, as well as quick and simple ways to reach their desired awards."

Hilton HHonorsÆ members can transform stays into airline tickets and hotel rooms. "Our goal is to give our guests the most rewarding earning opportunities. That's why we have double-dipping -- you can get both miles and points for every stay," says Jeffrey Diskin, President and COO -- Hilton HHonors Worldwide.

Hilton HHonors VIP members can enjoy vacation award packages ranging from golf getaways to vacations in Europe and/or Hawaii. The athletic set can redeem points for custom-fitted bicycles; sweet-lovers can indulge in entire tins or baskets of Mrs. FieldsÆ cookies; and motorists can earn new one-year basic memberships to AAA. Members can exchange HHonors points for airlines miles and miles for points with Reward Exchange participants.

Utterly Unique
Lufthansa used their creative juices when they developed such awards as 30-minute flights in vintage Lufthansa planes from the 1930s, lessons from professional BMW race car drivers and 3-day passes for the entire family to DisneylandÆ Paris. You can also be "pilot for a day" as you enter a simulator where Lufthansa pilots are actually trained. Miles & MoreÆ members can also redeem their miles on any Star Alliance carrier, which literally opens up a world of possibilities.

The carrier also has ongoing drawings that range from dinner for two to luxury cruises. In one instance, travelers participated in a drawing for 100,000 miles for a one-week Caribbean cruise to St. Vincent, Grenada, Margarita Island and Curacao.

Take Heart
Northwest Airlines' WorldPerksÆ members gave with their hearts when they contributed more than 51 million miles to non-profit organizations in 1998 through the Northwest AirCares charitable support program. These donated miles translate into approximately 2,000 to 2,550 domestic roundtrip tickets for use by the airline's charity partners. Travelers receive 500 bonus miles for contributions of at least 5,000 miles or $50 or more.

Northwest AirCares 1998 charities included St. Jude Children's Research Hospital, Juvenile Diabetes Foundation International, The United Negro College Fund and the March of Dimes.

American ExpressÆ Membership RewardsÆ is well aware that shopping is one of the nation's favorite pastimes. Among other choices, the program enables you to redeem points for merchandise from The Sharper ImageÆ, The Learning Company and Fisher-PriceÆ. In addition, points can be redeemed for HertzÆ, NationalÆ, BudgetÆ and AvisÆ car rentals. You can always opt for hotel stays and/or airline tickets -- always a wise choice.

Jim Davidovich, United Airlines' marketing manager, asserts that travelers want to go the distance with their miles. "Many people are looking to go beyond the United States and earn roundtrip tickets to Europe. Overall, frequent flyers want to go to the furthest destination they can when using award tickets," adds Davidovich.

Drive Off into the Sunset
If you're in a lavish frame of mind, United conducts auctions that cover a broad range of activities. One auction spotlighted a week-long driving tour in a Mercedes through England, France or California Wine Country. United also holds bonus auctions for short and sweet stays at any of 50 Relais & ChateauxÆ Inns. Delta Air Lines is another carrier that holds auctions for its frequent flyers. Among other eventful trips, this month's auctions for its frequent flyers. Among other eventful trips, this month's auctions feature a Hyatt Lake Tahoe Escape, Radisson Seven Seas Navigator Cruise, Best of Italy tour and a Western North Carolina Adventure Package.

To keep members abreast of other award opportunities, Delta recently introduced a toll-free number (1-888-750-6699) that travelers can call to learn about SkyMiles award travel availability to popular destinations. "We're constantly looking for new ways to add value and variety to our program," says Kevin Pinto, Delta's system manager -- SkyMiles.

Pinto is not alone in his views. Most frequent flyers would agree that value and variety play a big role in the redemption of miles and hotel points. Fortunately, travel providers continue to roll out viable -- and imaginative -- options.