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Hospitality

Minor Hotels to ‘transition’ loyalty programme

Maximising connections with strategic investment

Minor Hotels, the fast growing hotel group that has been on an acquisition trail, is reworking its loyalty programme.

Following Minor International's investment in Spanish NH Hotel Group in 2018 which gave it a , it now has 525 properties in 52 countries under brands such as Anantara, Avani and Tivoli. It is now planning a transition of the NH Rewards programme.

Minor Hotels now owns 94% of Spanish NH Hotel Group and … [Read more...] about Minor Hotels to ‘transition’ loyalty programme

True value of points out in the open

Hilton and Lyft putting a dollar value on points

Hilton and Lyft’s new US loyalty partnership is being seen as a very positive one for travellers, but it raises some question marks over the transparency of the value of points.

Hilton members get completely free points for riding in Lyfts. Alternatively, it will also soon be possible to book rides with extra loyalty points.

From May, the hotel giant and its ridesharing partner are linking loyalty programs to … [Read more...] about True value of points out in the open

All focus now on loyalty

Accor CEO to revamp 'rather dismal' programme

Accor hospitality group has appointed Ogilvy as global marketing and advertising agency as it plans the launch of its new ALL loyalty programme.

Accor announced in February that the focus for the 4,800 hotel, resort and residency group would move away from acquisitions to an internal focus on its offering to customers. CEO Sebastien Bazin has even admitted that its loyalty offering is “rather dismal."We are … [Read more...] about All focus now on loyalty

Millennium Hotels simplifies loyalty offering

Focus on exclusivity and experiences

Millennium Hotels & Resorts has launched My Millennium Guest Reward Program with the intention of simplifying its loyalty offering.

Describing the move as prioritising inclusivity, value, immediacy and access for guests, it will implement a single-tier membership that adds new member privileges that enable guests to redeem over a hundred rewards. These range from upgrades and hotel nights, to shopping experiences … [Read more...] about Millennium Hotels simplifies loyalty offering

Chipotle launches rewards with Venmo

Integrated digital approach cuts order time by two thirds

Chipotle, the US fast casual dining chain is rolling out a new loyalty programme working with mobile wallet Venmo to publicise its proposition. Highlighting its ability to cater for those on special diets – everyone joining the programme gets free fries and guacamole with their first order after signing up.

Chipotle first began testing the program in Columbus, Kansas City and Phoenix last autumn and … [Read more...] about Chipotle launches rewards with Venmo

Discuss: Is it OK to award loyalty points to someone eating a competitive brand pizza?

Secondary question: Are they correct in their assumption this will create even greater customer loyalty to them?

Domino's promoted a limited-time addition to its rewards program that kicked off the day before the US Super Bowl Sunday, one of the top five days of the year in the ever-competitive pizza industry. The leading pizza chain gave away points for any brand of pizza. Someone could even heat up frozen pizza and earn points.

"We know consumers are incredibly … [Read more...] about Discuss: Is it OK to award loyalty points to someone eating a competitive brand pizza?

Direct booking better than OTA for loyalty

Revisited study confirms earlier findings

Direct booking with hotel brands creates more customer loyalty than OTA booking. 

This was confirmed when Kalibri revisited a study it carried out in 2017 which concluded that direct campaigns from hotel brands were more successful than OTA campaigns.

“The Kalibri Labs Special Report, Book Direct Campaigns 2.0: The Costs and Benefits of Loyalty 2018, provides conclusive evidence that the loyalty member … [Read more...] about Direct booking better than OTA for loyalty