Citi Choice Privileges Transfer Devaluation
In Mark’s weekend piece about the Citi Choice Privileges devaluation, he noted that this hotel program was his go-to partner for Citi ThankYou Point transfers. He and I have been drinking this same Kool-Aid for years, albeit for different reasons. Mark particularly focuses on the Choice Privileges program’s international options. My Choice Privileges redemptions run the gamut – from lower-end flophouses during road trips to nicer properties via the Preferred Hotels & Resorts partnership. Choice Privileges continues to be #2 in my noncents rankings of hotel loyalty programs, and the gap is closing with #1. Naturally, I have a few thoughts to share on this recent transfer devaluation.
My Citi Choice Privileges Devaluation Hot Takes
This Isn’t Surprising
This devaluation doesn’t surprise me at all, primarily because trading one ThankYou point for two Choice Privileges points has always felt extremely generous, in my opinion. I considered a few interesting options the day after the transfer partnership was announced. But what made this partnership particularly valuable is how this 1:2 transfer rate paired up with a variety of cards’ earning categories. Overnight:
- Citi’s then-Premier became a 6x Choice Privileges card for grocery stores, dining, gas stations, and travel categories.
- The Double Cash turned into a 4x Choice Privileges card everywhere.
- The Custom Cash earned 10x Choice Privileges points on the first $500 spent each statement period in certain broad categories.
Amex and Capital One offer Choice Privileges transfers with their bank point currencies, but at a mere 1:1 ratio. Wells Fargo still maintains a 1:2 transfer which Citi has devalued to 1:1.5. That said, some believe the Wells Fargo points program falls short in other ways Citi’s does not.
Since the beginning of the Citi Choice partnership, I felt like we were on borrowed time with that outstanding 1:2 transfer ratio. A devaluation was just a matter of time, but it’s remarkable such a rate lasted almost four and a half years.
A Shrewd Citi
In 2025, Citi finally achieved what may have been the biggest transfer partner accomplishment in many years. It was an obvious pairing given their cobranded card relationship, but it took seemingly forever to happen. Citi added AAdvantage as a permanent transfer partner. They temporarily offered transfers in the past, but AAdvantage permanently in the fold for good brought new, unique stability to Citi’s ThankYou program. AAdvantage transfers had been missing link with all of the big card heavyweights for years. Now, Citi’s bank point currency is in the driver’s (or pilot’s) seat with AAdvantage. In my view, AA mileage value towers over Delta and United. American Airlines knows this.
That’s a long way of saying I suspect that Citi calculated to devalue Choice now with minimal blowback. It seems Citi is wisely leveraging the AA partnership as an asset to make other moves. To many, earning and redeeming Citi ThankYou points is still a pleasure despite this recent Choice change.
A Niche Partner
That said, without the AAdvantage consideration above, Citi could’ve assessed that this devaluation would’ve left many existing and prospective Citi cardholders unphased. Choice Privileges has made a recent push to play with the lodging big boys, and I applaud them for overhauling their program to compete. I’m definitely taking advantage of the opportunity with my Wells Fargo Choice Privileges Select card.
But before and after these changes, Choice Privileges is still a relatively-niche program. Many out there ignore the program for perfectly-understandable reasons. Choice offers a dearth of luxury properties in-house. In a similar vein, the majority of brands under the Choice Privileges program are mid-tier or lower. Consequently, the refreshed elite benefits hardly apply at many of these properties. I suspect the Venn diagram of Citi cardholders who transfer to Choice is a small (but passionate) portion. Big picture, I’m confident this devaluation affects the majority of Citi cardholders zero.
Still Worthy For Some
Effective 19 Apr, Strata Elite and Premier cardholders will pick up 1.5 Choice points for every ThankYou point. (Those who only hold certain no annual fee cards see a devaluation from 1.4 to 1.05.) This is a noteworthy 25% devaluation for Elite and Premier cardholders. But I expect that some will continue to transfer TYPs to Choice Privileges. Again, the earn rates with certain cards, particularly those two, make the return still solid for those who regularly redeem.
In particular, this can be worth considering for individuals unable to obtain a Wells Fargo bank points product for the 1:2 transfer ratio. But for those who already have such a Wells Fargo card or can pick one up, consider this your opportunity to pursue your Choice endeavors elsewhere. Another angle to consider is either of the Wells Fargo Choice cobranded products (again, I’m a Select card fan) for reaching elite status.
I’m Selfishly Delighted
As a Choice Privilege die-hard, I don’t want the program to become too user friendly. Choice Privileges was previously the home of one of my favorite barriers to entry, but they’ve since gotten rid of that oddity. Since I primarily earn Choice Privileges points via Wells Fargo, this devaluation minimally affects me. But doing big things with Choice has gotten a bit tougher with Citi, perhaps enough to turn off some. Will this matter at all to members who stick around? I’ll never know for sure. But I’m all for fewer engaged members picking over Choice’s selection (limited in many aspects).
Conclusion
I’ve talked rather deeply today about a topic that many points and travel hobbyists don’t care about. As I’ve alluded above, I sort of hope that’s the case. But for the smallish group of us sticking around with Choice Privileges, consider that there’s still value with such transfers. In my view, Citi still offers the most eclectic selection of transfer partners out of the card heavyweights, and Choice Privileges continues to fit in nicely.
If you’ve transferred TYPs to Choice Privileges in the past, will you continue to do so? Why or why not?
