Independent hotel collection Small Luxury Hotels of the World (SLH) has relaunched its The Club loyalty programme with new benefits and a new name, Invited.
According to the group, members’ feedback was taken into account when determining the new scheme and its various rewards and benefits. Among the most notable changes is the addition of Small Luxuries, a benefit system entailing bespoke experiences and personalised touches. Examples highlighted by the company include guests receiving a bottle of their favourite wine during their stay or return, or having a dream trip on a yacht arranged by the group.
“The premise behind the new programme is simple,” said the group’s CEO, Filip Boyen. “We’ve listened to our guests and now we’re giving them what they really want – a greater focus on personalising their stays with us.
“Not only will they get more of the usual SLH touches with each and every stay, such as complimentary breakfast, early check-in and late check-out, but SLH has also invested in ensuring guests get the Invited feeling throughout their stay.”
Other benefits include complimentary wifi and a 10 per cent discount off the best available rate. The system has also received a user-interface upgrade, with a new dedicated loyalty portal, slh.com/invited, offering customised overviews of members’ accounts and status.
The free-to-join revamped programme has three publicised tiers – Invited, Inspired and Indulged – though when Business Traveller spoke to Boyen earlier this year, he noted that a fourth “secret” tier is also available, that members won’t know the details of until they attain it. At the time, the new Invited programme was also targeted for a June launch date, however this was eventually delayed until September 18.
Tier progression has also been tweaked so that it takes into account the value of bookings and number of stays. For example, the top Indulged tier can now be attained either through six or more stays or by spending US$6,000 per year.