Lotte Hotel & Resorts overhauls loyalty program, adds top-tier Diamond status

Lotte Hotel & Resorts said it will overhaul its free loyalty program, Lotte Hotel Rewards, starting in September, expanding member benefits and adding a new top-tier "Diamond" status.

The company recently unified its hotel and resort websites, bringing roughly 4.7 million members under a single rewards system as it works toward 5 million members.

The program allows members earn and redeem points at more than 40 hotels, resorts and golf courses worldwide, as well as through its e-SHOP online mall.

The overhaul expands membership tiers from four to five — Member, Silver, Gold, Platinum and the newly added Diamond — with Diamond reserved for members who log 60 nights or 110,000 points annually.

The company also eased the requirements to reach each tier: Silver now requires two nights instead of five, Gold 12 nights instead of 25 and Platinum 30 nights instead of 50.

Benefits are also expanding.

Gold members will newly receive breakfast vouchers, while Diamond members get up to 15 percent off at dining outlets, 3 p.m. late checkout, room upgrades, welcome amenities and club lounge access ...