Loyalty Program Facts

88% of business travellers surveyed belong to at least one hotel loyalty programme, an increase of three percent earlier from one year.

FREQUENCY PROGRAM DRIVERS

Consumers prefer hotel frequency programs that feature:

• No black out dates for reward redemption
• Ability to earn and redeem points at multiple global locations
• Convenient, seamless redemption process
• Options (e.g. IHG’s ‘Anywhere any Time’ program)
• Free room nights are still the most popular redemption option (according to a 2005 Conde Nast Traveler survey)
• Room Upgrades rank second
• Control over their earned ‘currency’
• Recognition (upgrades, welcome gifts, access to amenities)

How do loyalty club members use their memberships*?

• Free upgrade: 52%
• Free stay: 51%
• Express check-in: 46%
• Late checkout: 45%
• Other awards, from free flights to merchandise: 16%
• Discounted room rates: 15%

* Conde Nast Traveler Magazine, October 2005

Loyalty Programmes: Why They Are Here To Stay

Loyalty programmes put “heads in beds” which is why they’ve been embraced by mega-brand hotels for years. Since members of loyalty Programmes seek points and recognition benefits instead of merely the lowest rates, an effective guest loyalty programme will:

• Increase average net rate
• Increase length-of-stay
• Lower operating costs
• Lower reservation costs by migrating members to the hotel’s own booking channels or the VOILÀ channel
• Lower dependency on third parties by decreasing the cost of reservations and yielding higher margins
• Create an affinity with the brand by capturing room nights within a group of hotels
• Collect member information automatically and provide on-demand, cost-free marketing opportunities
• Discover new revenue opportunities through extensive data-mining
• Provide members with tier-related recognition benefits

Most of all, an effective loyalty programme will deliver bottom-line results!

Do you have a loyalty programme that measures up?

VOILÀ Hotel Rewards is a revolutionary loyalty programme that puts small hotel companies and independent hotels on the same level playing field with the mega brands.