La Quinta Corp., Dallas, launched a revamped version of its 15-year-old La Quinta Returns loyalty program, enabling members to redeem points and become top-tier members more quickly than other hotels’ programs. Members can also earn more than just hotel rooms, such as American, Delta, and Continental Airlines tickets (via their miles programs), restaurant and retail gift certificates, and tickets to sporting and entertainment events. Frequency Marketing Inc., Cincinnati, handles. La Quinta has 330 hotels in 33 states.
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