loyalty number in their corporate profile, the TMC can access both the website rate and also capture the benefits of the scheme, such as the discounts which can be earned,” he says. Buyers should also be aware that TMCs
still carry considerable clout when nego- tiating hotel deals for clients, suggesting an ability to achieve similar benefits to those offered to loyalty scheme members who book direct. “Not only should there be a percentage discount off rack and best-available rates, but whenever pos- sible additional benefits such as free wifi, breakfast, and so on, should be in- cluded,” points out Sonja Hamman, director
of global strategic partners at Wings Travel Management. But she also acknowledges that loyalty schemes can “offer other benefits which are often not included in TMC rates, such as space-available room upgrades, free newspapers, welcome baskets, etc”.
EXPEDIA JOINS THE FRAY Meanwhile, Expedia may resent the di- rect booking campaigns introduced by the leading hotel brands against it, but it is showing little sign of bearing a grudge. Instead, it is fighting back with its own
travel loyalty scheme called Expedia+, launched in the UK earlier this year after
five years operating in the US. Reward points for individual members are earned from every hotel, flight or travel package booked through its websites, while rewards depend on the status obtained. But that’s not all: Expedia is also target-
ing the global meetings and conference markets on the basis that it estimates two-thirds of all MICE events also involve a hotel. So far it has tested the concept – under the MeetingMarket label – mainly in Germany, initially with Best Western, but now with NH Hotels as well. The battle between the OTAs and the hotel chains is far from over.
TOP LOYALTY REWARDS What thc hotel brands are offering
From rewarding members who book direct, to redeeming points in hotels involved...
HILTON IS ALLOWING UP TO 11 Hilton Honors loyalty scheme members travelling together to pool their points to help pay for their stay. Although aimed at groups of ‘family and friends’, members do not have to share the same surname – thus potentially allowing business colleagues (especially in SMEs where funds may be tight) to take advantage of the deal when going to a conference or other business trip together. n Visit
hiltonhonors.com
THE PRINCIPAL HOTEL COMPANY, the new name for Principal Hayley Group following a corporate revamp late last year, has launched a loyalty scheme – called Applause – covering its 40-plus UK portfolio. These hotels are split between city centre upscale properties, such as the former George Hotel in Edinburgh and
68 BBT July/August 2017
the Hotel Russell in central London (now called the Principal London) and ‘country estate’ properties under the De Vere banner. As with the larger chains, the loyalty programme rewards members who book direct with a 10 per cent discount on the best available rate, along with late check-outs and other soft benefits. n Visit
phcompany.com
TWO OF ASIA’S LEADING LUXURY HOTELIERS – Mumbai- based Taj Hotels Resorts and Palaces, and Shangri- La Hotels and Resorts, headquartered in Hong Kong – have linked their loyalty programmes under the ‘Warmer Welcomes’ brand. The near-five million members of Shangri-La’s Golden Circle programme and the one million or so in Taj’s InnerCircle loyalty scheme can now earn and
redeem points at some 200 hotels in more than 130 cities spread across the region. The move gives both hotel groups the opportunity to expand their reach in the region, especially the fast- growing economies of India and China. Underlying the link-up of the two schemes is a focus on offering ‘value and experiences’ rather than the member discounts available for direct booking with the larger global chains. n Visit warmerwelcomes. com
THE POPULARITY OF THE LOYALTY SCHEMES offered by leading chain hotels has unsurprisingly led to efforts to provide a similar service for independent hoteliers and smaller chains. Wanup is a Barcelona-based loyalty club (rather than ‘programme’) created by a Spanish family involved in
the hospitality industry with Catalonia Hotels and other ventures. Its USP is that it focuses on ‘instant rewards’ for less frequent business travellers, with cash back and soft benefits (breakfast, free parking, etc) according to nights stayed. There are only 400 or so hotels in the scheme at present, with just 18 in the UK and most in Spain, although there are plans for European expansion under way. A similar scheme, called Voila, is operated from the US and covers over 600 hotels from 70 countries (although only two in the UK). n Visit
wanup.com www.vhr.com
BUYINGBUSINESSTRAVEL.COM
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