As has been the case all too often the past few years, the travel industry is once again leveraging its multimillion-customer base to solicit donations to a natural-disaster relief cause.

Aerial shot of damage in Japan, courtesy of the U.S. Navy.

Almost as soon as the earthquake and tsunami wreaked havoc on the eastern coast of Japan last week, airline and hotel companies started getting the word out that loyalty program members could use reward points for donations to the Red Cross, UNICEF and other agencies. Some companies are even matching the donations. (All amounts are for U.S. dollars, unless otherwise noted.)

Below are some of the many hotel and airline participants. The list is far from inclusive.

Hotel Participants

Hilton Worldwide: Hilton will match gifts made by HHonors members who donate reward points to the International Federation of Red Cross and Red Crescent Societies, up to a total of $250,000. Each 10,000-point donation is valued at $25. Send an e-mail to HHonors_Giving_Back@hilton.com detailing the number of points for donation to either the General or Japan IFRC fund (must be in increments of 10,000) and include name, address, Hilton HHonors account number, and the appropriate Reward Code.

InterContinental Hotels Group: InterContinental is committing $125,000 in funds to UNICEF to match the donations of its employees, hotel owners and partners, vendors, consumers and Priority Club Rewards members and has designated UNICEF as the international relief agency to be the recipient of these funds. Member of ICH brand Best Western Rewards program can donate 4,000 points, valued at $15, to World Vision. www.bestwestern.com/japanrelief

Marriott International: Marriott Rewards members can redeem points for donations to the International Federation of Red Cross and Red Crescent Societies through May 15, 2011, and all donations will be directed to the International Red Cross and Red Crescent Societies Japan Earthquake and Tsunami relief efforts. Each 10,000-point donation is valued at $25. www.marriott.com/rewards/usepoints/donatePoints.mi

Starwood Hotels and Resorts: Members of Starwood’s Preferred Guests Program (SPG) can donate their Starpoints to the American Red Cross, and SPG will match at 100 percent each gift made through April 30, 2011. Members should log into the “my account” section of www.starwoodhotels.com/preferredguest then transfer points via this link to the Red Cross.

Donation amounts include:
2,000 Starpoints = $25 donation
4,000 Starpoints = $50 donation
8,000 Starpoints = $100 donation
12,000 Starpoints = $150 donation
16,000 Starpoints = $200 donation

Airline Participants

American Airlines: Rather than allow AAdvantage members to redeem points for donations, American will give points for dollar donations made through April 15, 2011. A one-time award of 250 AAdvantage bonus miles will be given for a minimum donation of $50, or 500 AAdvantage bonus miles for a donation of $100 or more to the American Red Cross Japan and Pacific Tsunami Fund. American.Redcross.org/americanairlines-pub

Delta Airlines: Delta has pledged up to $1 million in relief aid. The Delta Air Lines Foundation is providing an immediate $250,000 cash donation to the Japanese Red Cross Society to support rescue and recovery efforts. This donation will be supplemented by cash contributions from Delta customers and employees who are encouraged to donate via a dedicated Delta-Red Cross website. Delta also has committed to match up to 5 million miles against customers’ donations to World Vision Japan through its SkyWish Asia program. In addition, Delta will supplement any employee and customer contributions with additional cash, if needed, to fulfill its $1 million pledge.

United Continental Holdings: United and Continental will provide a one-time mileage bonus to members of Mileage Plus and OnePass who contribute to American Red Cross. Members who give a minimum of $50 will receive 250 bonus miles and those who contribute $100 or more will be rewarded with 500 bonus miles. United Continental Holdings is committing up to five million miles for contributions made before April 30, 2011, to support this initiative. To receive the reward, Mileage Plus members should send an e-mail to japanmileagebonus@united.com including: an electronic receipt from the American Red Cross showing a donation of $50 or more, your name and Mileage Plus number. OnePass members should do the same information in an e-mail to onesolution@coair.com. Members can also donate a minimum of 1,000 miles to relief efforts. A dollar value of those miles was not available.

Photo credit: U.S. Navy, public domain

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