ICLP - the global loyalty marketing agency - is an expert in establishing and developing Guest Recognition and Reward Programs.
Guest recognition and reward programmes (programs) are the hotel and hospitality sector equivalent to frequent flyer programmes well known in the airline world. The key targets of most guest recognition and reward programmes are frequent business travellers.
A well-run guest recognition and reward program is an excellent way to stimulate guest loyalty. Each time a guest stays the program allows them to earn points as part of a reward program. Such points can be redeemed for free extra nights. Points are accrued in direct proportion to the amount spent, and as such are equivalent to a percentage price reduction. Some hotel groups offer bonus points for staying at certain locations or for staying multiple nights in the same hotel. A common example is whereby a guest will stay 10 nights and get one night free. For frequent business travellers, the points can mount up quickly and can be applied to nights spent in hotels in different locations at hotels in the same chain. Some of these programs will allow guests to pay the difference between points earned and the actual room rate.
These days any self-respecting business executive who travels will carry a couple of guest recognition and reward program cards with them on the road. In many cases points can be redeemed against dinner or other meals in hotels as well as beds for the night.
Another way to accrue points within guest recognition and reward programs is through the use of credit cards. Some card issuers will generate points for you onto various programs. A credit card scheme may so allow you to transfer its own rewards program points to your guest recognition programs.
ICLP runs Guest recognition and reward programmes for many hotel and hospitality industry partners as well as those for credit card companies.