The owner of the Principal and De Vere hotel brands has launched a new loyalty programme “designed to offer excellent value as well as to support a more customised approach to guest service”.

Applause Rewards offers members 10 per cent off best available room-only rates when booking direct (rising to 15 per cent for customers who have stayed nine nights across the group).

Other benefits include an advance check-in service, £5 credit to use in the restaurant, bar or on room service, and an extra hour added to the normal checkout time.

Commenting on the new scheme, Alan Corlett, Group Commercial Revenue Director at Principal Hotel Company said:

“We have worked hard to ensure that our new Applause programme offers benefits that are of real value to our loyal members, and perks which can be used straight away, ensuring a great guest experience.”

“Crucially, it enables our teams to offer a more tailored service, ensuring each and every stay in any one of our city centre and country estate hotels is extra special for our guests on the programme.”

The Principal hotel brand was launched last year, as part of Starwood Capital Group’s rebranding of its portfolio of UK hotels.

Starwood Capital launches Principal hotel brand

For an in-depth look at the Principal brand, see:

Spotlight on… Principal