eMoney News

Getting loyalty schemes right 'is vital'
1 Nov 2011

Companies need to ensure that any loyalty schemes they introduce actually work because they can have a huge impact on their financial performance.

According to hotel chain Rezidor, which runs a loyalty scheme aimed at small and medium-sized enterprise (SME) customers, offering reduced room rates to loyal customers is a great way to reward clients.

John Kennedy, Rezidor's vice president of marketing and customer relationship management, said: "[Room rate discounts offer] more value to small and medium-sized businesses which are important clients for our hotels."

The reward points accrued by guests can be used at thousands of Rezidor hotels around the globe - and a five per cent discount is automatically applied to SME customers staying in the companies' Radisson Blu, Park Inn by Radisson, Park Plaze, Radisson Edwardian and Country Inns and Suites accommodation.

Early this year, Hilton Hotels introduced a new loyalty scheme that entitles returning guests to a discount of up to 40 per cent.

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