For many hotel chains, the loyalty programme is an integral part of business and the Middle East has witnessed a variety of initiatives for generating repeat business in 2011.
However, the following three chains don’t have loyalty programmes, but they do reward their most loyal guests in their own unique way… here’s how:
1. The Peninsula Hotels
“We don’t have a customer loyalty programme, but we operate an extensive guest recognition programme to ensure that guests’ needs, requests and preferences are taken care of in each of our hotels. In this way, we can ensure that the fullest extent of our quality service will reach our guests,” explains Jean Forrest, general manager, marketing of The Peninsula Hotels.
“All our staff are trained to be attentive, sensitive and observing. Information about guests’ special preferences and requests is screened and recorded carefully into guest profiles which are shared across all Peninsula hotels in a secure manner.
There is a team of guest relations representatives at each hotel who study guest profiles in detail days before guest check-in to ensure rooms are well prepared and every need is anticipated. A returning guest visiting another Peninsula Hotel for the first time will be recognised and treated as a returning guest.”
2. Four Seasons Hotels and Resorts
“Research conducted with our guests has shown us that loyalty programmes are not the primary reason for choosing luxury hotels,” explains Antoine Corinthios, president of Europe, Middle East and Africa.
“Personal recognition has always been, and continues to be, critical to our guests. Formal recognition programmes are something we will continue to evaluate, while principally being guided by what we are hearing from our guests. Our approach to growing repeat business is to concentrate our efforts on providing the personal recognition we know our guests value most.
This recognition is often expressed through tangible acknowledgements of appreciation for their loyalty. We’ll keep listening to our guests and will continue to provide the recognition they’ve told us is most important to them,” asserts Corinthios.
Mandarin Oriental
Christoph Mares, director of operations, Europe, Middle East and Africa, explains Mandarin Oriental’s philosophy regarding customer loyalty: “We believe that true loyalty comes from the heart, not necessarily from the mind and we don’t believe that a true luxury brand such as ours, should operate a ‘points and prizes’ programme. We have the ability to recognise our guests’ needs, wants and preferences on property and deliver recognition of those through the interaction with our colleagues.
This tends to drive a far deeper loyalty than a traditional, mass transit type of loyalty programme.”
For case studies about hotel loyalty programmes that pay click here
