Hotels Turn To Loyalty Programs To Drive Revenue

InterContinental has tried since the financial crisis deepened last fall to court those more resilient "heavy road warriors" by expanding its rewards, which even include the option to stay at a rival hotel.

"We want to fish where the fish are biting," he said. "We think we can get more business or steal more share with those customers."

Reward redemptions rose 25 percent in January compared with January 2008, the company said.

Even these promotions are still not entirely flexible — there tends to be less availability during holiday periods and at the most popular destinations, Botts noted. For those willing to travel off peak, however, hotels are giving travelers a major incentive to sign up.

"It's a great time to earn points and it's also a great time to burn points."