Super 8 motel chain launches loyalty card in China
Super 8 Motels, which operates in the USA, Canada and China, has launched a loyalty card programme for its guests in China, providing free room nights and discounts at participating properties, up until the end of March 2007.
The stamp card-based promotion called Super 8 Night is aimed at the brand's most loyal customers, including walk-in guests, national corporate customers, and those booking by internet or telephone. Those who stay at participating Super 8 hotels for seven nights will earn a free 'Super 8th Night'.
Additionally, guests who stay for only two nights earn a third night for 68% of the published room rate.
Each time a guest spends a night in a participating hotel, the front desk manager will add a sticker to the guest's Super 8 Night Card. When either two or seven stickers are accumulated on the card, the guest is eligible to claim their discount or free night.
Launch campaign During the launch period more than 500,000 Super 8 Night Cards are expected to be distributed. A national advertising campaign began on 1st April 2006 (celebrating the second anniversary of the brand's entry into China). The campaign is also being supported by national advertisements in Chinese airlines' in-flight magazines.
The loyalty card can be obtained at the front desk of any participating Super 8 hotel, or picked up from full page advertisements in the April 2006 editions of in-flight magazines (including China Eastern Airlines and China Southern Airlines). Cards are also available to corporate clients, travel partner companies, and through direct mailings to the Super 8 customer list.
According to Mitchell Presnick, CEO for Super 8 China, the current project has been custom tailored to meet the needs of the mainland's developing economy hotel market.