Jameson Inns Offers Stock Option Loyalty Program

Forget airline miles and free hotel stays. Jameson Inns, Inc. is taking on a whole, new approach to customer loyalty programs.

Starting July 1, the Atlanta-based hotel chain will offer loyal customers a share of company stock, as part of Jameson Stock Awards—the company’s first-ever loyalty program.

Under the program, customers who stay at any Jameson Inn or Signature Inn for three nights during a 12-month period will receive 10% of the hotel room charges in the form of stock. Consumers can enroll in the program online at Jamesoninns.com.

The price of the stock shares for eligible consumers—those who earn the free stock or buy directly—will be based on the average closing prices of the company’s stock reported on the NASDAQ National Market for the last five trading days of that month.

The Securities and Exchange Commission gave clearance for the program on June 7. Enrollment kicked off on Tuesday.

“Research points out that shareholders are much more loyal and tend to patronize companies they own stock in,” said W. David Vining, VP-marketing for Jameson Inns, Inc. “Customers can be more than just guests. They can be an owner.”

The program marks Jameson Inns’ first loyalty program offering. The hotel chain, which operates 123 inns in 13 states, shied away from loyalty awards until competition from other brands forced its hand, Vining said. Rather than duplicate competitor programs, the company wanted to give consumers something different.

Company research further supported the concept. Research showed consumers were “very positive” about a loyalty program that offers stock as an award, Vining said. The program will help Jameson Inns build “genuine affinity” for the brand, he said.

“It’s unique to us,” Vining said the program. “We have a big opportunity to attract customers from other brands. We’re obviously optimist and hopeful…it will be very well received.”