After IHG and its One Rewards programme presented last April, the Radisson group is revising its approach to loyalty. Still known as Radisson Rewards - many hoteliers are keen to emphasise this 'rewards' aspect - the changes that have been made to the programme make it the 'Radisson of the future'. the most efficient of the entire hotel industry" according to its promoter.
While it is always difficult for the average person to appreciate the subtleties and differences between the offers of one hotel and another, Radisson intends to offer its loyal customers a programme enabling them to benefit from advantages more quickly. " The time has come to reward them with a new range of personalised benefits to make every moment count when they stay with the Radisson Hotel Group." said Cristina Serra, the Group's Senior Vice President for Customer Experience and Strategy.
Certain advantages are available as soon as you register, starting with priority queuing at check-in or a 10% reduction in catering costs and beverages from the lowest Club status. In addition, all members of the programme can now combine loyalty points and cash to book a room. Radisson Rewards is also enhancing its digital component with a personal space containing the member's profile, preferences and favourite hotels, as well as booking and invoice history.
To increase the programme's functionality, its architecture has been simplified, with just three levels: Club, Premium and VIP. The benefits of these two statuses include free upgrades, early check-in and late check-out, priority hotel reservations and room selection. VIP members are also entitled to other privileges such as access to exclusive areas and a free breakfast, as well as a dedicated 24/7 call centre.
Radisson Rewards integrates a discount accelerator
Premium and VIP status also opens the door to a new feature that is probably unique in the hotel world: the "Discount Booster" function. With this feature, Premium and VIP members will be able to choose at the time of booking, instead of collecting the number of points allocated for the stay, to limit the number of points to take advantage of a discountup to 20% of the room rate.
To increase their points, members can also book Radisson Rewards Experiences with partners selected by the group, such as sightseeing tours or visits to local attractions. To give you an idea, these experiences will earn 20 points for every dollar spent before the end of the year.
But these points can also be used for a good cause. The hotel group, which recently announced its goal of zero net carbon emissions by 2050, is turning its loyalty programme into a Trojan horse for sustainable development. Radisson Rewards members can redeem 325 points per night for the offsetting the carbon footprint of their stay.
In addition, the programme also has a B2B component, enabling booking and event organisation professionals to earn points, exchange points with other members, or use them to reserve meeting space and events.
