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Priority Club Rewards – 25 Years Young

Priority Club Rewards – 25 Years Young. Customer Insights ……. Loyalty I want to be rewarded and recognized for my loyalty. 1983 ….. A Star is Born. Priority Club becomes the first points-based hotel loyalty pgm in the world Initially set up as a promotion: 1Jan83 to 31May84

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Priority Club Rewards – 25 Years Young

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  1. Priority Club Rewards – 25 Years Young

  2. Customer Insights …… Loyalty I want to be rewarded and recognized for my loyalty.

  3. 1983 ….. A Star is Born • Priority Club becomes the first points-based hotel loyalty pgm in the world • Initially set up as a promotion: 1Jan83 to 31May84 • The results were off the charts: • Inbound res volume was more than equipment could handle • Largest y/y occupancy increase since 1974; competitors occupancy fell • Average rate nearly 2X industry average …. but the finances didn’t look so great

  4. Customer Insights …… Loyalty I want to be rewarded and recognized for my loyalty. Travel Guilt I want to ease the guilt I feel for being away from my significant others. Choice I want as much choice as I can handle.

  5. Luxury Upper Upscale Upscale Midscale Full Service Midscale Limited Service Extended Stay Upscale Extended Stay Midscale More Choice: Hotel brands for nearly every type of traveler and overnight stay occasion. 1998 2004 1983 1991 1997 2003 Nearly 4,000 hotels in 100 countries

  6. Gifts for Guilt: The 1st and largest rewards catalog in the industry.

  7. Customer Insights …… Loyalty I want to be rewarded and recognized for my loyalty. Travel Guilt I want to ease the guilt I feel for being away from my significant others. Choice I want as much choice as I can handle. Control I want it how I want it, when I want it, the way I want it. (the iPod effect) Utility I want my rewards currency to be as flexible as cash

  8. PCR Personal Shopper Rewards The 1st (and only) hotel loyalty pgm to allow mbrs to redeem “off the menu” for anything they want. P E R S O N A L S H O P P E R

  9. More Control and Utility The 1st Hotel Loyalty program to offer …. • No Point Expiration • Real-Time, Paperless Redemption (no certs) via phone or web Point Expiration Reward Certs

  10. PCR Any Hotel, Anywhere Rewards The 1st (and only) hotel loyalty pgm to allow mbrs to redeem their points for any hotel in the world ….. even our competitors’.

  11. Customer Insights …… Loyalty I want to be rewarded and recognized for my loyalty. Travel Guilt I want to ease the guilt I feel for being away from my significant others. Choice I want as much choice as I can handle. Control I want it how I want it, when I want it, the way I want it. (the iPod effect) Utility I want my rewards currency to be as flexible as cash Social Currency and Self-Fulfillment I want experiences that expand my world and give me social status / position.

  12. Social Currency Social currency is the “reputation score” an individual acquires in a particular social network that credibly reflects their value in that network.

  13. PCR Experiential Rewards

  14. PCR Experiential Rewards

  15. PCR Experiential Rewards

  16. PCR Experiential Rewards

  17. Rewards currency trends Social Currency Monetary Currency Rebate Currency

  18. A History of Firsts …. • 1983 1st points-based hotel loyalty program in the world • 1983: 1st hotel loyalty program to provide a global earn / redeem offer • 1986 1st hotel loyalty program to offer no point expiration • 1993 1st to offer point redemption opportunities with airlines • 1996 1st to launch Personal Shopper rewards • 2000 1st Online rewards redemption catalog • 2001 1st to offer instant rewards - real-time redemption via phone / internet • 2002 Re-launches as Priority Club Rewards; double-digit growth for 19 qtrs • 2004 the world’s largest hotel loyalty program • 2005 1st to launch Any Hotel, Anywhere reward • 2005 1st Freddie Award for “Program of the Year”

  19. Today, things are pretty darn good …. Program of the Year – Americas 2005, 2006 Best Hotel Rewards Pgm in the World 2005, 2006, 2007 BUSINESS TRAVELER Best Hotel Rewards Program – US 2007 BEST HOTEL REWARDS PROGAM - US

  20. So, where to next ?? • DEEPER CUSTOMER RELATIONSHIPS Greater focus on customer intimacy • Segmentation / mktg automation / CRM • Social Marketing • ALLIANCES More / Stronger partnerships to interact with customers on activities that are important to them • MONETIZING TOUCHPOINTS Creating value from every customer interaction • IN-HOTEL DELIVERY Creating a better experience on-property

  21. Multi-Brand & Relationship Marketing

  22. Here’s to 25 years of success ….. ….. And 25 more …… Al Groves

  23. Time for a break …

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