Rotana’s recent upgrade of its highly successful loyalty programme Rotana Rewards is expected to offer greater benefits to both customers and the company, with a host of new elements designed to give guests even more reasons to choose Rotana while simultaneously serving as an aggressive driver of business.
The upgrade includes changes to the look and feel of Rotana Rewards’ three programmes –Exclusive, Select and Classic – easier online access to managing membership profiles and rewards as well as enhanced choices for redeeming loyalty points.
The programme is already a key revenue driver for the hospitality group across its portfolio of hotels and food and beverage outlets, with 21.3% of total revenue generated from member spend, incorporating both individual and group bookings.
The average number of room nights booked annually per member of the Rotana Rewards Exclusive programme is 14.4 while it is 9.1 for Rotana Rewards Select programme members and 26.4 for Rotana Rewards Classic programme members. Rotana Rewards Exclusive members tend to visit Rotana properties or their food and beverage outlets an average of 2.5 times a week.
Recent upgrades to the programme include offering Rotana Rewards members the ability to access their private account, view their profile and full details of the programme, book rooms and redeem loyalty points quickly and easily via the Rotana Mobile App. The variety of rewards has also been enhanced, offering guests more choices with over 1100 gifts.
Studies by loyalty card consulting firms such as Loyalogy have indicated that many customers suffering from deal fatigue caused by being bombarded by online specials often prefer the more traditional rewards offered by a loyalty programme. This was particularly true of programmes that allowed points to be collected and redeemed across multiple outlets and had a clearly defined proposition in which customers earn points for rewards as opposed to programmes built solely on periodic, surprise free items. The studies have also showed that belonging to a loyalty programme increased frequency of visits and positive recommendations to friends.
For businesses the long-term benefits of encouraging repeat business on full-service products, as opposed to short-term deal-based footfall, are clearly evident.
“We were the first home-grown brand to recognise the importance of rewarding our guests for their loyalty with the launch of Rotana Rewards in 1999 and it’s a formula that has reaped rewards in terms of a sizeable volume of repeat business,” says Omer Kaddouri, Executive Vice President and Chief Operating Officer of Rotana.
“Our loyalty programme serves as a very effective way to convert walk-in business into regular business. Customers are actively looking for quality and value and a loyalty programme that delivers great rewards is a very strong motivator when deciding which hotel or restaurant to patronise. In addition to redeeming complimentary stays and dining opportunities and collecting reward points, our repeat guests also greatly appreciate the special recognition they receive in terms of VIP amenities, upgrades and late check-out.” added Kaddouri.
The group’s Rotana Rewards Exclusive programme has grown to become one of the most successful hospitality loyalty cards in the region. With more than 20,000 active members – and a renewal ratio of 72% – it offers exclusive privileges like late check-out, VIP treatment, upgrades, complimentary dining, points when spending at any Rotana food and beverage outlets, discounts on room rates and Air Miles from partner airlines.
Rotana Rewards Classic is a programme specifically tailored for corporate clients that regularly book hotel, conference and banquet facilities and offers the opportunity to combine business with leisure through earning and redeeming points.
With Rotana Rewards Select, guests can find access to a world of unique benefits from VIP amenities and late check-out to double earning on partner airline frequent flyer programmes – as well as points accumulated when dining or staying with Rotana.
The Rotana Rewards Exclusive membership is against an annual membership fee while the Rotana Rewards Select and Classic memberships are complimentary. Members can begin collecting points immediately and can choose to redeem their points through a wide array of benefits including complimentary dining and stay rewards, recognition and upgrades as well as great gifts.
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