Loyalty Program Facts

88% of business travellers surveyed belong to at least one hotel loyalty program, 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 Programs: Why They Are Here To Stay

Loyalty programs put “heads in beds” which is why they’ve been embraced by mega-brand hotels for years. Since members of loyalty Programs seek points and recognition benefits instead of merely the lowest rates, an effective guest loyalty program 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 program will deliver bottom-line results!
Do you have a loyalty program that measures up?

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