Hotel group wants loyalty from rewards, not discounts

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By: Wise Marketer Staff |

Posted on May 8, 2004

Hotel group wants loyalty from rewards, not discounts

In today's competitive hospitality market, many hotel operators are adding frequent guest loyalty programmes to foster customer relationships, attract new customers, and encourage longer stays, according to Rewards Network, which says that rewards programmes are more effective in creating loyalty to hotel brands than simple discount-based promotions and incentives.

Confirming its agreement with this view, the US-based hotel operator LodgeWorks LP (which owns and manages several hotel brands spanning 35 locations) has now joined the Rewards Network Hotels rewards programme (formerly known as 'Hotel Rewards by iDine'), including 20 Sierra Suites Hotels, nine Summerfield Suites by Wyndham Hotels, and six Hawthorn Suites.

When a Rewards Network member books a hotel room online via the programme's web site (or by calling the programme's hotel booking line), they earn up to 15% Cashback Rewards or up to 10 airline miles for every US$1 spent on the room itself (not including extras).

LodgeWorks expects the Rewards Network Hotel programme to be especially helpful for its growth chain, Sierra Suites, first launched in 1996 as a moderately-priced suite brand.

"Our partnership with Rewards Network is very valuable to a growing chain like Sierra Suites," commented Tony Isaac, president for LodgeWorks. "It will help us to reach a new audience with compelling incentives."

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