Loews Hotels announced today that they’ll be offering their top tier YouFirst Platinum members free Global Entry membership. Global Entry, which allows you expedited customs/immigration in the US, normally costs $100 for five years (and is worth so much more if you’re a frequent traveler).
American Express already offers this to their Platinum card holders and United offers this to their Premier 1K and Premier Platinum members, but this is the first hotel chain I know of to offer this benefit.
Platinum status with YouFirst only takes ten stays per year, and comes with great benefits like suite upgrades, free internet, etc.
It will be interesting to see if other hotel programs match. I doubt this will directly prompt them, since Hilton/Hyatt/Marriott/Starwood seem to compete most directly with each other, but long term I wouldn’t be surprised to see this added as a benefit for top tier members of just about every travel program.