Ritz-Carlton launches luxury loyalty scheme

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By: Wise Marketer Staff |

Posted on September 21, 2010

Ritz-Carlton launches luxury loyalty scheme

The Ritz-Carlton Hotels has launched a new luxury frequent guest loyalty programme, called 'The Ritz-Carlton Rewards', the design and structure of which is based customer feedback and demand for a loyalty programme that goes beyond free stays and flights, instead recognising loyal customers with unique travel experiences.

The Ritz-Carlton Rewards' partners offer perks available only to members, including Abercrombie & Kent members-only tours in locations such as China, Turkey and Egypt, along with special customer events and a half-day personal shopping experience with fashion experts at Neiman Marcus and Bergdorf Goodman (featuring a private consultation, fashion presentation, lunch, facial and make-up application and the opportunity to redeem points toward wedding gowns and other products from Vera Wang).

Another special opportunity for members will be four-day photography workshops with National Geographic's world-renowned photographers at Ritz-Carlton locations such as San Francisco and Miami.

Members are also able to redeem points for flights on 30 of the world's major airlines and luxury cruise lines, including Crystal Cruises, The Yachts of Seabourn, and Silversea.

According to Herve Humler, president and COO for Ritz-Carlton Hotels, "We have already brought together some of the most exclusive names in travel and retail, and this is just the beginning. We will continue to add global partners, offering members the best in customised and one-of-a-kind memorable experiences."

Membership is free, and guests are invited to enrol online, or at any Ritz-Carlton hotel front desk, or by calling a toll-free number.

As the premier luxury brand in the Marriott International portfolio, The Ritz-Carlton Hotels rewards programme aims to enable guests to access benefits at more than 70 hotels and resorts, as well as the full portfolio of Marriott brands worldwide (nearly 3,300 properties).

The Ritz-Carlton Rewards is therefore partnering with the Marriott Rewards programme, whose members will now be able to earn Marriott Rewards points at The Ritz-Carlton hotels. Elite Marriott Rewards members will also receive special benefits when staying at The Ritz-Carlton's properties.

The Ritz-Carlton Rewards members earn 10 points per US$1 spent on room rates at Ritz-Carlton hotels, and can easily redeem their points for stays at Ritz-Carlton hotels.

Members can earn elite status starting with 10 nights per year for Silver status; 50 nights for Gold; and 75 nights for Platinum. Elite member benefits range from bonus points and elite only offers to room upgrades and free high-speed internet access.

For meeting planners and attendees, The Ritz-Carlton Rewards Rewarding Events programme offers more points-earning opportunities. With Rewarding Events, members earn points for qualifying charges such as guest room blocks, meeting room rental, catering, audio visual and contracted ancillary charges for spa and golf.

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