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Independent hotels tap into new loyalty scheme
A rewards scheme aimed at independent hotels is being launched by the Great Hotels Organisation.
The ‘Great Hotels Rewards’ programme will form part of the new Voilà Hotel Rewards scheme being developed in association with US firm, Hospitality Marketing Concepts. The scheme is due to be unveiled at World Travel Market in London next month.
As part of the larger global Voilà Hotel Rewards scheme, the first phase aims to involve 1,000 hotels and 5.5 million members, based in more than 60 countries. The objective is to generate six million paid room nights per year; equal to £773,328,692 at an average daily rate of £128. Using CRM technology, hotels will be able to manage all aspects of the rewards programme online, keeping it competitively priced compared to rival schemes offered by major brands.
Great Hotels Rewards is designed to enable individual properties to compete with major chains such as Hilton, InterContinental and Marriott, according to the company.
The programme (http://www.greathotelsrewards.com) will be available across GHO’s two brands – Great Hotels of the World (http://www.ghotw.com) and Special Hotels of the World (http://www.shotw.com).
The points-based frequent guest programme will enable properties to gain the benefits of a major brand rewards programme while maintaining their operational independence.
Membership gives access to discounted room rates, priority reservation access and benefits such as room upgrades and complimentary amenities. Points are awarded based on eligible spend and room nights accumulated and qualify the member towards higher tier status.
Great Hotels Organisation CEO Peter Gould said: “Hotels that operate loyalty and frequency programmes, which create value, recognition and rewards for consumers, enjoy not only a rise in their repeat business but also an increase in their revenue per available guest.
“Our research indicates that guests who participate in frequency programmes tend not to be as price sensitive because of the value and recognition they receive. The Hilton HHonors scheme generates an incredible 40% of the chain’s bookings on any given day. Such figures shouldn’t only be attainable to the mega brands. The need for a loyalty programme specifically for the independent hotels is evident and we are delighted to be leading the industry revolution in this way”
Report by Phil Davies
Phil Davies
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