Accommodation, leisure & events management: Innovative success stories. Revamping Leaders Club: Building loyalty through loyalty. Pablo Alcácer (Leading Hotel of the World)
6. 23/04/2013
6
Invent
• Eliminate Complimentary Tier
– 100% Paying program
– Card Issuing vs. Card Usage
– Additional funding for marketing
• Reward redemption made simple
– Stay based vs. Point (Miles) based
• Hometown benefits
– Specific offers to resident members
– Provided in key cities worldwide
– Unique in industry
– Builds loyalty prior to travel
• Extension – Leading Golf Society
Invent (II)
7. 23/04/2013
7
Traditional Membership Model
– Annual Membership Fee
• $660 per room in 2013
– Transaction Fee (per reservation)
• $10 GDS & Internet
• 10% Voice
• 7‐11% Group
– Minimum Fee = $58,500
– 4% Annual Membership Increase
Invent (III)
New Membership Model
– 2012 Pilot program (51 hotels)
– In‐house LC enrollment
– Eliminate Transaction Fees (avg. savings 40%)
– Provide 300 // Get 200.000 (potential customers)
– Corporate support (training & best practice sharing)
– Customized membership kits
Build loyalty through loyalty
Invent (IV)