Loyalty Apps Provide Hotel Guests with Extra Perks
Loyalty Through their mobile app and rewards program, Choice Hotels is providing tourists and business travellers with a seamless customer experience.
Loyalty programs have grown in sophistication to match with new technologies, and mobile apps are emerging as a convenient tool for members. As the needs of hotel loyalty members evolve, some brands are adapting to the landscape and offering their guests new ways to track their perks.
One example is Choice Hotels, a hotel company with a portfolio of over 6,800 properties in 40 countries and territories — 325 of which are in Canada. Its Choice Privileges rewards program offers free membership and a free app for iOS and Android devices that allows guests to easily manage their accounts.
“We focus on making it seamless to book a property with us and encourage loyalty through a variety of rewards incentives,” explains Julie Chan-McConnell, Senior Director of Marketing and Distribution at Choice Hotels Canada. “It’s about improving the customer experience when searching for hotels. Our technology is also about extending the customer experience at the hotel.” The app offers suggestions on attractions as well as helpful information about airports and local transportation, becoming a handy guide for tourists and business travelers alike.
Using the app, members can check their profile, points balance, redemptions, history of hotel stays, and more. Chan-McConnell also notes that, through the app, guests can “see their progress to Elite status moving up each tier the more they stay at a Choice brand hotel.” They earn 10 points per U.S. dollar spent, with Canadian funds converted before points are tallied. Referring someone to the program can also earn bonus points for both parties.
The Your Extras program also rewards members with perks upon check-in for stays between Sunday and Thursday. If guests stay mid-week, they get to choose between accruing bonus Choice Privileges points, airline miles, or gift cards for Starbucks, Tim Hortons or Amazon.ca. Members can select which perk to receive right from the app and change their preference with each stay.
A program was recently rolled out in some U.S. hotels to include outside food delivery in the app, and Chan-McConnell notes that in-app communication with guests will continue to increase. “The app is a way to stay connected with customers who are travelling for both business and leisure.”