Creating More Loyalty: Programs Refresh

NATIONAL REPORT—Giving loyalty program members what they want in terms of choice can help to strengthen a customer’s devotion to a brand and, in turn, increase engagement. Here’s a look at two loyalty programs that are giving guests more options:

Red Roof

Red Roof’s RediCard is taking its point-based rewards to the next level. Guests can now use their RediCard points to not only book free nights, but also to shop for gift cards from retailers like Amazon and Target or consumer products from Red Roof’s online catalog, including Apple products, cameras, luggage, watches and more.

“More than ever, rewards are influencing consumer decisions,” said Andrew Alexander, president, Red Roof. “Although Red Roof already has the most robust and rich rewards program in its class, enhancing the program will result in a more loyal customer base and also further differentiate us in this highly competitive marketplace. At Red Roof, we know that loyalty deserves benefits and RediCard is the embodiment of our appreciation and gratitude for our loyal customers.”

Small Luxury Hotels of the World

Small Luxury Hotels of the World has launched an evolved loyalty program called Invited. The free-to-join program replaces The Club of SLH and offers all members access to exclusive rates, guaranteed benefits and “small luxuries” starting with their first stay at any of its 500 hotels worldwide.

Loyalty program members can now take advantage of a 10% discount off the best available rate, complimentary WiFi and breakfast at all SLH hotels. They also asked for the value of bookings to be taken into account, as well as the number of stays, and so the highest tier is now based on six or more stays, or a spend of $6,000 or more per year. In addition, new marketing technology powers the program, which includes a loyalty website with a customized overview of current benefits, existing reservations and what members need to do to progress to the next tier.

“The premise behind the new program is simple. We’ve listened to our guests and now we’re giving them what they really want—a greater focus on personalizing their stays with us,” said Filip Boyen, CEO, Small Luxury Hotels of the World. “Not only will they get more of the usual SLH touches with each and every stay such as complimentary breakfast, early check in and late check out but SLH has also invested in ensuring guests get the Invited feeling throughout their stay. Small Luxuries exemplify the attention to detail that is the very essence of the SLH brand.”