SLH Revamps Loyalty Program

Small Luxury Hotels of the World has launched an evolved loyalty programme called Invited. The free-to-join programme replaces The Club of SLH and offers all members access to exclusive rates, guaranteed benefits and ‘Small Luxuries’ right from their first stay at any of its 500 small, independently minded hotels worldwide.

Invited is the result of extensive research among existing members and consists of three tiers – Invited, Inspired and Indulged. The research demonstrated that the benefits members most highly valued from a loyalty programme directly related to their hotel stay, as opposed to wider promotions and brand affiliations.

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SLH’s investment in Invited has been designed to reflect this while simplifying and personalising the member experience, new benefits of which include a 10 percent discount off the Best Available Rate, as well as complimentary wifi and breakfast at all SLH hotels. There will also be rewards for recommending a friend, birthday gifts and additional perks through the programme’s signature benefit, Small Luxuries, which range from a bottle of a guest’s favourite wine to a day excursion on a yacht.

New marketing technology powers the programme which includes a loyalty hub on www.slh.com/invited providing a customised overview of current benefits, existing reservations and what members need to do to progress to the next tier. SLH’s research also found members wanted the value of bookings to be taken into account, as well as the number of stays, and so the highest tier is now based on six or more stays or a spend of US$6,000 or more per year.

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“The premise behind the new programme is simple. 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,” says Small Luxury Hotels of the World CEO Filip Boyen. “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 checkout but SLH has also invested in ensuring guests get the Invited feeling throughout their stay.”

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The Art of Business Travel is Asia-Pacific's leading portal for corporate travel news and views. We cover everything from airline routes and airport developments, to new hotels, meeting venues, loyalty schemes, and entertaining.