Small Luxury Hotels unveils revamped loyalty programme

18 Jul 2011

Small Luxury Hotels has revamped its loyalty programme, Club of Small Luxury Hotels. It has introduced a tier system and added benefits to coincide with the independent hotel group’s 20th anniversary this year.

The alliance of boutique hotels and resorts has set up three tiers: Special, Loved and Honoured, with Honoured being the highest level. Previously, there were no tiers and all Club members were given the same benefits regardless of whether they were new or older members.

As soon as guests join the programme, which is complimentary, they are inducted in the Special tier. In this status, members receive complimentary room upgrades, exclusive room rates as well as access to a dedicated reservations and Club concierge team.

After another stay, members are upgraded to the Loved tier, which provides guests with all the benefits of the Special tier plus complimentary breakfast for two and a late check out option. This status lasts for 12 months, but the expiry date will be extended automatically by another year when guests book another stay with any SLH property.

After five stays at any SLH property, members are upgraded to the highest tier and immediately have access to another slew of benefits in addition to the ones available at the other tier levels. Once members reach Honoured level, they will receive a complimentary night at any SLH property and an additional complimentary night for every five stays booked at SLH hotels. Honoured members also receive priority for room upgrades and an early check in option if necessary.

Global Hotel Alliance, another independent hotel alliance, launched its own loyalty scheme last year (see story here) reflecting a trend amongst independent groups breaking into the loyalty programmes platform due to competition from large hotel chains as well as demand from return guests. 

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Alisha Haridasani

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