Company insight Company insight
Rethinking rewarding
eward programmes have proved that they play a huge role in recovering loyal customers after a market crisis, and the Covid-19 pandemic was certainly the most damaging in living memory for the hospitality sector. Loyalty programmes appeal to travellers’ desire to feel valued, missed and welcomed back after a long absence. During the pandemic, passengers wanted to feel that hotels regarded their safety and well-being as vitally important. Since then, there has been a trend towards adding safety and loyalty features to recapture these customers as travel restrictions are lifted and normal conditions return. That turning point presented a key opportunity to revamp existing programmes, which is precisely what Radisson Hotel Group (RHG) has done with the launch of its new Radisson Rewards loyalty programme, which offers the industry’s fastest route to top-tier benefits. “Since 2018, we have changed our brand portfolio
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but also customer expectations have evolved and new technology has been introduced, which is why we evolved our programme,” says Cristina Serra, global senior VP brand, experience & customer strategy. “We want to give our members the benefits they deserve
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loyalty
Loyalty programmes have become an essential tool in building a sustainable business in the hospitality sector, particularly during the pandemic, and Radisson Rewards is no exception. Radisson Hotel Group has just announced its new updated programme and Cristina Serra, global senior VP for brand, experience & customer strategy tells Jim Banks why it is more effective and more rewarding than ever.
and keep them coming back because they feel rewarded when they stay with us for business, leisure or bleisure travel.” “Our previous programme was successful, though
very traditional and was not covering all ranges of the different brands we have from mid-scale to luxury,” she adds. “With the new programme, we assure the delivery in all elements of the member journey from booking to staying in the hotel. All our rates are open, and members can pay with points in the booking flow or at checkout.”
A fast route to premier rewards The new programme opens the doors for guests to reach valuable and exclusive benefits much faster than before, making it interesting for leisure travelers. VIP members advance to the highest tier twice as fast and benefits can be accessed from day one across the entire member journey, including in-stay privileges such as complimentary upgrades, food and beverage discounts and much more, as well as post-stay benefits such as the option to make a stay carbon neutral. Previously, VIP members could advance to the highest tier with either 60 nights booked or 30 stays. Now they
Hotel Management International /
www.hmi-online.com
Radisson
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