Independent hotel loyalty platform ready to launch

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By: Wise Marketer Staff |

Posted on October 19, 2006

Independent hotel loyalty platform ready to launch

Voila Hotel Rewards, a frequent guest loyalty programme designed specifically for small groups and independent hotels and resorts, is to be officially launched at the 'World Travel Market 2006' event in London, UK next month.

Voila Hotel Rewards (VHR) is the latest offering from travel industry membership programme provider Hospitality Marketing Concepts (HMC). VHR is a points-based guest loyalty programme that aims to help give independent hotel groups the same competitive edge usually associated with larger global hotel brands.

Earning and burning The programme will launch with three membership tiers: Gold, Platinum and Black. Points are awarded based on the amount members spend at participating partner hotels. Over and above room revenue, qualified hotel spending (such as mini bar, telephone and food and beverage) can also be converted into points.

Points can then be redeemed against room nights at partner hotels, or transferred to airline miles and other redemption partners. All point redemption options can be conducted quickly and easily through the programme's web site.

Within its first five years the programme aims to sign up 1,000 partner hotels (which issue points) and at least 5 million consumer members.

First partners The programme supplies all the systems, technology and support services required to operate the programme via the Voila CRM Partner Portal. The automated capabilities that drive Voila, such as points administration, data storage, PMS and CRS synchronisation, help independent hotels to minimise the costs associated with the operation of a loyalty programme.

Voila Hotel Rewards has already entered into an agreement with Great Hotels Organisation (GHO) as the European partner for the independent hotel sector. GHO's Great Hotels Rewards programme will provide the platform through which independent hotels can join the Voila Hotel Rewards network in Europe, the Middle East, and Africa.

"Many hotels today face the challenges of low awareness, limited resources and marketing funds in addition to loss of business due to the lack of a loyalty programme," said Mokhtar Ramadan, CEO for Voila Hotel Rewards. "We have launched Voila Hotel Rewards to equip independents with the tools and technology to address these challenges and ultimately increase occupancy and revenue."

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