Worldhotels is today launching a points-based loyalty programme, with members earning two points for every euro spent on their room.
Collected points can then be exchanged for vouchers which can be redeemed at all the group's hotels — without any restrictions.
The new programme, called Peakpoints, has four levels: Red, Silver, Gold and Navigator.
Worldpoints managing director Robert Hornman said that now the group had reached 500 hotels in 250 destinations, it was the right time to establish the programme.
He described it as "virtual", with the different tiers being visible on each member's smartphone or tablet device as "frequent travellers have enough plastic in their wallets already".
Hornman said the group is aiming to have five million members by the end of 2016.
The new programme will launch on April 24, but travellers can enrol in the programme from today, earning points for registering, with the initial invitations being sent out to a Worldhotels database of existing clients in the coming weeks.
Social media such as Facebook will host the link to the registration area, by downloading an app, Travel Guide by Worldhotels, or by requesting a membership directly at the front desk of an affiliated hotel. Complete programme details can be found at yourbenefits.worldhotels-peakpoints.com.
Points will be earned on spend in the hotels (two points for every euro spent on a room) and redemption will include free hotel nights, cash vouchers and food and beverage vouchers. The different tier levels mean different learning levels as follows:
- Silver + 10 per cent points
- Gold + 25 per cent points
- Navigator + 50 per cent points
The launch is being accompanied by a social media campaign.
Running until April 24 on Facebook, and featured on Twitter, Google+ and Pinterest, the campaign offers the chance to win Navigator status including 100,000 points, a starting credit equivalent of 1,250 euros to spend at any of Worldhotels' 500 properties worldwide. More details can be found here.
Tom Otley
