Company insight
need only 30 nights or 20 stays. This is the fastest route to the highest tier anywhere in the industry. “This gives flexibility in booking, and ensures we give
value back to all our hotels,” says Serra. “When staying in the hotel, members enjoy more benefits than before with priority check-in lines, guaranteed room upgrades and access to exclusive areas for VIP members.” “We have redesigned our programme to be consumer-
centric, offering more personalised benefits and rewards,” she adds. “We have simplified our tier structure for our members to unlock benefits faster. We also wanted to give our members more choice when they stay with us to get more discounts or more points and also flexibility with how they spend their points.” For instance, guests can use their points to get
further discounts on their stay or on a full Award Night. When a guest joins as a club member they receive not only traditional benefits such as exclusive member- only rates and a 10% discount on food and drink, but also new benefits such as a Priority Line and the possibility to use points to pay for services such as spa, laundry services and as a discount on future stays. After three stays or five nights, members are
upgraded to Premium and earn more points compared with the previous programme, with 27 points per dollar spent. Alternatively, members can choose to apply a Discount Booster of up to 20% while earning nine points per dollar. The new Discount Booster for future reservations is a unique feature across industry loyalty programmes. Premium members also have access to a 24-hour exclusive Premium Contact Centre, early check in and late check out, and free complimentary nights in RHG properties. “We wanted to evolve our programme to meet
the evolving needs of guests by giving more choice back to the members,” she adds. “Our current and revamped programme is more flexible and dynamic, adapting to travellers’ rapid lifestyle changes and their evolving expectations when they stay, work, and meet in our hotels.”
Furthermore, the flexibility of the programme allows RHG to respond quickly to market demands from owners, as well as to changing consumer travel trends, to ensure that the brand maintains a dynamic business model and a competitive market offering.
Travellers, bookers and planners As well as ramping up the rewards and creating a shorter route to the highest tier, the new Radisson Rewards programme also aims to be the most highly personalised in the industry. It now offers a range of choices based on guest preferences and the history of their previous requests. Each guest has a comprehensive member profile to support a range of customised benefits that are tailored for each booking. Alongside this enhanced level of personalisation, the
Hotel Management International /
www.hmi-online.com
programme also provides an enhanced digital experience for members. This includes a new private area on each member’s online profile and on the app for quick access to useful information on previous bookings, invoices, favourite hotels and more. “In today’s world, where each of us is constantly
digitally connected, capturing the attention of a potential customer is key,” says Serra. “Content on our digital platforms must load almost instantaneously and must, above all, be relevant and interactive as well as trustworthy and appealing.”
The brand has worked hard to deliver a solid digital
transformation to ensure that its website, app, emails, notifications and other points of interaction move away from offering the same experience for all in favour of a targeted and personalised experience. The group can now start to leverage its member database, identify common paths and create a targeted customer matrix. “By knowing what our members like, their behaviour patterns and what they expect from us, our aim is to provide relevant content and experience, when and where they need it,” Serra explains. “This is the hospitality DNA.” As well as individual travellers, professional bookers
and planners also benefit from Radisson Rewards, which allow them the opportunity to earn and redeem points when booking for others as well as on personal travel. Furthermore, the programme’s flexibility allows travellers to share their points with other members, use them to book meeting and event spaces, and earn extra points when they refer new members.
Sustainable benefits Among the benefits that members can accrue is the opportunity to make their hotel stays carbon neutral. This reflects the high priority that RHG places on sustainability. It takes only 325 points per day to offset the carbon footprint of a hotel stay, and Radisson Rewards is among very few loyalty programmes to offer this option and make green stays easy. “In response to the overwhelming evidence of
climate change, environmental damage and social need, and the increasing requirements of travellers to book sustainable stays, the hospitality industry has come together earlier this year to launch Hotel Sustainability Basics,” says Serra. “Sustainability is and has always been one of our highest priorities.” The next phase of programme development is
to expand the range of global partnerships, which will play an important role for the member value proposition by giving members more ways to earn and spend their points, as well as unlocking more benefits. With its revamped rewards programme, RHG is
taking loyalty and personalisation to the next level. It is time the industry as a whole started to rethink loyalty and rewards, and RHG is setting the bar high. ●
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