Speaking to Marketing Week, Matt Walls, Hotels.com’s EMEA marketing boss, was critical of other loyalty programmes run by big hotel chains, describing them as ‘complicated’ and ‘convoluted’, whilst pointing to the simplicity of their own ‘coffee shop-style’ scheme (illustrated above) which offers customers 1 night free when they have booked 10.
They now have 10 million members, and have given away one million free nights – so customer take up since its launch in 2008 has been good.
Walls stated that Hotels.com is now seeking to expand the scheme worldwide, recognising that they face fierce competition and need to build loyalty as well as provide quality service in order to attract and retain customers – “Loyalty is fundamental to our business economics”.
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