Great Hotels Organisation to launch ‘Independent Hotels’ Rewards Scheme

Great Hotels Organisation (GHO) is to launch a rewards scheme aimed purely at the independent hospitality industry.

In a similar mould to the airline alliances One World and Star Alliance, the GHO ‘Great Hotels Rewards’ programme will form part of the new ‘Voilà Hotel Rewards’ scheme being developed in association with American firm, Hospitality Marketing Concepts (HMC). The scheme is due to be officially inaugurated at the World Travel Market in London in November and will be a pioneer for the independent hospitality industry.

The programme will offer value, recognition and rewards and available across GHO’s two flagship brands; Great Hotels of the World and Special Hotels of the World.

Bringing together a mix of individual four and five star hotels worldwide, the points-based frequent guest programme will enable the properties to enjoy the benefits of a major hard brand rewards programme while maintaining their operational independence. As part of the larger global Voilà Hotel Rewards scheme, the first phase aims to involve 1,000 hotels and 5.5 million members, based in over 60 countries. The objective is to generate six million paid room nights per year; equal to US$1.35 billion (approx. £773,328,692) at an average daily rate of US$225 (approx. £128). Using innovative CRM technology, the hotels will be able to manage all aspects of the rewards program online, keeping it competitively priced compared to the programmes already offered by the major hard brands.

The frequent guest programme is designed not only to secure and increase business from existing customers but also to capture new and incremental business from members in other geographical regions within the global network. By lessening their dependence on advertising and third party bookings, participating hotels can lower their cost of sales and realise net revenue gains over and above the cost of the rewards programme.

Peter Gould, CEO Great Hotels Organisation, commented on the move, “Hotels that operate loyalty and frequency programmes, which create value, recognition and rewards for consumers, enjoy not only a rise in their repeat business but also an increase in their revenue per available guest. Our research indicates that guests who participate in frequency programmes tend not to be as price sensitive because of the value and recognition they receive. The Hilton HHonors scheme generates an incredible 40% of the chain’s bookings on any given day. Such figures shouldn’t only be attainable to the mega brands. The need for a loyalty programme specifically for the independent hotels is evident and we are delighted to be leading the industry revolution in this way.”

Consumers will benefit from a cost-free rewards programme that is redeemable worldwide, including unique and eclectic hotels otherwise not available through the mega-brand programmes. Points are awarded based on eligible spend and room nights accumulated and qualify the member towards higher tier status. Membership provides access to discounted room rates, priority reservation access and benefits such as room upgrades and complimentary amenities. Members can join, track points, manage profile and account information and redeem points completely online. Great Hotels Rewards gives members immediate access to rate privileges, recognition at participating four and five star hotels around the world and rewards for ongoing patronage.

Voilà Hotel Rewards will be officially launched at the WTM on Tuesday 7th November at 13.30 on the Global Village stage.

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