SPECIAL REPORT
Wyndham Rewards simplified its program in 2015 , making it easier for members to redeem points at places like its Grand Rio Mar Beach and Resort in Puerto Rico . The company ' s SVP of loyalty and engagement , Noah Brodsky , says the program has added 7 million members since then and now allows points to be redeemed in Wyndham ' s vacation rental portfolio .
before you get a better room ,” he says . “ I don ’ t think that ’ s how customers want to behave nowadays . They want instant gratification .”
Hello Rewards also partnered with Expedia . Guests who book a room at a Red Lion hotel on the travel website or Hotels . com can get the Hello Rewards member rate and be automatically enrolled into the program . In an era when hotels are pushing guests to book direct , RLHC ’ s move is counterintuitive , but Linehan says it has paid off . Membership levels are up – the company wouldn ’ t say by how much – with a “ big percentage ” coming from Expedia . More important , the partnership allows RLHC to take over one-to-one communication with the guest . “ We ’ re recognizing guests from their first interaction with us , even if it ’ s through an OTA ,” he says .
HotelTonight , the mobile booking app that pioneered last-minute booking , launched its own loyalty program in September , called HT Perks . The idea was to keep the program like a video game , like
Candy Crush , where guests can “ level up ” to earn more perks with every stay . The program offers three levels .
“ When we were developing HT Perks we banned the word loyalty ,” says Jared Simon , co-founder and COO of Hotel- Tonight . “ We didn ’ t want it to look like other programs where you count points . We thought we can make it more fun and introduce the action of leveling up and getting more services .”
Simon also points out that guests don ’ t have to stick with one brand , while hotels benefit from HotelTonight ’ s geo-reach feature and other targeting technology , particularly toward the app ’ s best bookers who convert at a higher rate , book more often and spend more on property . “ We have chains that are much more interested in our program because of the targeting capabilities it gives them ,” he says .
MEMBERS WANT IT NOW There is one clear driver for recent loyalty program changes . “ In today ’ s world with everything being about instant
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anchored by JW Marriott and Ritz-Carlton hotels .) Tickets were redeemable to rewards members for zero point redemptions by logging into Marriott ’ s Experiences Marketplace .
“ This is an audience that values experiences more than things ,” says Thom Kozik , vice president of global loyalty at Marriott International . Kozik and David Flueck , SPG senior vice president , are putting a premium on experiences as they merge the two programs . “ SPG has been doing this for a while , and Marriott is on that trajectory . We are building our two cultures around this common point .”
One lucky member redeemed more than a million Star points in November to throw out the first pitch in 2016 World Series Game 7 — which also doubles as word-of-mouth marketing . “ Not only is it something that connects with the members , they tweet about it and they share it ,” Flueck says .
Hilton Worldwide is focused on experiences and “ activating partnerships ” in 2017 and beyond , says Mark Weinstein , senior vice
30 hotelsmag . com January / February 2017