An advert recently displayed by HSBC quoted “the only thing we have in common is that we’re all different”. That really stood out when thinking about how we thank guests and visitors for their business. Hotels are all enthused to sway guests towards booking direct on their website by offering % off BAR. While that’s a starting point to swing bookings from the high margin OTA, it’s just a discount. What happens next? Where does the recognition and reward come in for the next booking? Or is the proposition just going to be the same, another discount?
Demonstrating loyalty isn’t discount. Sure, it maybe helped get the direct booking but it’s not enough to make the guest feel unique, valued, recognised and welcomed back. How else could you approach this opportunity for engagement, without complexities? Collecting guest contact information is a good starting point – you’ll get this anyway at guest registration or for visitors, newsletter sign up. Collecting data is about to become more critical in a cookie-less future.
When you have collected the data, recognise them for the trust and value of their data now in your hands by making a high value, low cost proposition. Take it a step further, ask what their interests are, date of birth or special anniversary dates (if not originally collected). You’re building a database as first-party and yours alone.
In a forest of a hundred thousand trees, no two leaves are alike.
And no two journeys along the path are alike.Paulo Coelho
To know your guests & visitors as individuals you need to segment your data collected so you can personalise and adopt a less generic one for all approach. No need to go overboard but even 3 segments could make a difference: location (they’re not going to travel 100 miles for afternoon tea); purpose of visit and interests so you can tailor your message accordingly. Then create a communications plan (no different to a to do list), keep it simple, keep it consistent. What are you going to send, to who and when? What’s your proposition? Keep it relevant to your audience.
To fulfil HSBC’s mantra, you’ll need to go further still. That’s where we come in, serving 50+ clients for 12 years with branded loyalty programmes to reward and recognise guests. We provide a branded loyalty programme so you’re well equipped to collect data across all points of sale and engage through personalised communications. You can plug this in to a CRM, booking engine and PMS as well as our very own CardLink system to award points. That way you’ll collect transactional data (remember RFM-recency, frequency, monetary values?) and be able to reward with a more direct relationship by giving back future experiences based on past behaviour. Providing recognition and rewards, not just discount.
This summer has been a busy period for Inspire Loyalty, as we are delighted to welcome new client Devonshire Hotels & Restaurants who boast a stylish selection of hotels, restaurants, holiday cottages, inns and a spa, all in the splendour of the English countryside.
Unique Places In The Yorkshire Dales And The Peak District
Owned by the Duke and Duchess of Devonshire, their properties are located in tranquil and unspoilt locations either on the 30,000 acre Bolton Abbey Estate in the Yorkshire Dales, or on the Chatsworth Estate in the Derbyshire Peak District. Their luxury venues inspire guests to reconnect with the countryside, experience beautifully cooked, locally-sourced produce and make memories in stunning rural locations.
The group is made up of the following venues:
Devonshire Hotels & Restaurants were looking for an easy to apply guest loyalty programme to reward their most loyal guests. Guests can sign up to start earning rewards and access exclusive member benefits.
Every time a member visits Devonshire Hotels and Restaurants and spends on food and beverage, accommodation or spa treatments, they can earn points to redeem against a future experience. Plus they are awarded 200 points (£10) on registration to get started.
Points are redeemed using the Devonshire Rewards website or their app. Guests can redeem their points for monetary vouchers to spend at any of their venues or for specific experiences, like a Sunday roast for two or a Sunday Stayover.
We worked with The Devonshire Group to create Devonshire Rewards, their own bespoke customer loyalty programme. The aim was to nurture their relationship with guests, enhance guest experience and encourage direct and repeat business.
We created one single solution which provided the tools to reward guests. Their rewards website was built where customers from all of their venues can access and sign up. Their loyalty programme was integrated with their branded app by our partners at Criton and processes were set up so that guests receive monthly email statements, offering exclusive member offers, their points balance and how to spend them.
Once registered, every time a guest visits a Devonshire Hotels & Restaurants venue, they can earn points to redeem against a future experience at any venue across the group, plus any venue in our Vantage collection.
Vantage is our consumer facing brand, made up of venues who operate an Inspire Loyalty programme. It’s our way to help attract more customers to our clients’ unique loyalty programmes, increasing exposure for them and offering extra benefits to their members. The more points earned, the more guests can redeem to spend on a memorable experience. Guests can login to their account to check or redeem their points via the website or app.
Don’t have a guest loyalty programme? Or have a database of guests but aren’t doing anything with it? We can set you up with a loyalty programme, just like we do for Devonshire Hotels & Restaurants.
With a branded rewards platform and mini-CRM, we can entice your guests to join your unique club, with customised rewards and exclusive offers – a great way to switch more direct bookings and engage with your loyal guests.
All we need to get you started on a 3 month FREE trial is your logo, images and brand identity guidelines. We’ll set you up within 4 weeks and connect all the components together. And, our member services team will be ready to react to member enquiries, to ensure we offer as good a service as you’re renowned for.
We are delighted to announce that the McGinty’s Group of restaurants and hotel have been added to Inspire Loyalty’s portfolio of clients.
McGinty’s Group was launched in 2009 and has expanded over the last 10 years, to become one of the leading independent hospitality operators in Aberdeen. Proudly named after its first venue, these venues have been added to the Vantage collection with a further three venues to join soon:
The McGinty Group has a passion for regenerating iconic venues and transforming them into unique establishments that are recognised for quality food and drinks, outstanding service and an unrivalled atmosphere.
“McGinty’s Rewards was created to give something back to our most loyal guests. By signing up customers can start earning rewards and access exclusive member benefits. It’s simply our way of saying thank you.” McGinty’s Group.
We worked with McGinty’s Group to create McGinty’s Rewards, their own bespoke customer loyalty programme. The aim was to nurture their relationship with guests, enhance guest experience and encourage direct and repeat business.
We created one single solution which provided the tools they needed to reward guests. A McGinty’s Group loyalty website was built where customers from all of their venues can access and sign up to the loyalty programme. Their loyalty programme was integrated with their branded app by our partners at Criton and processes were set up so that guests receive monthly email statements, offering exclusive member offers, their points balance and how to spend them.
Once registered, every time a customer wines and dines at one of The McGinty’s Group venues, or they enjoy a stay at Ferryhill House Hotel, they earn points to redeem against a future experience at any venue within the Group and the Vantage collection. The more points earned, the more guests can redeem to spend on a memorable experience. Guests can login to their account to check or redeem their points via the website or app.
Vantage is our consumer facing brand, made up venues who operate an Inspire Loyalty programme. It’s our consumer facing brand to help attract more customers to our clients’ unique loyalty programmes, increasing exposure for them and offering extra benefits to their members.
Inspire Loyalty is an innovative loyalty programme designed specifically for independent hotels and restaurants. We work with you to build your own bespoke loyalty programme. It has a track record of increasing direct and repeat bookings 10:1 ROI, you can save up to 25% on agent commission and enhance the overall guest experience.
Start building you guest loyalty programme with us.
We’re excited to launch Vantage, a new loyalty programme for guests of independent hotels and restaurants in the UK and Ireland. It’s our consumer facing brand to help attract more customers to our clients’ unique loyalty programmes, increasing exposure for them and offering extra benefits to their members.
Consumers can join any loyalty programme from a collection of hotels and restaurants in the Vantage portfolio. Any time they stay or dine at their chosen venue they earn points which are applied to their loyalty account. The biggest advantage is that these points can be redeemed across any venue in the Vantage collection. Customers can choose from a range of benefits such as:
Joining Vantage is easy. Customers register on our website and select the hotel or restaurant they visit the most. This takes them to the loyalty programme section of the venue’s website, where they sign up and are allocated a membership number.
They can then download the Vantage App, or the venue’s own branded app, or pick up a loyalty card where provided. Once they start earning points, balance and transactions can be checked on the App or when they login to the venue’s loyalty website, using the email address and password they chose during registration.
Points are redeemed via the website or app. We email them a monthly statement, including any exclusive member offers and special discounts.
We have a range of superior hotels and restaurants across the UK and Ireland to choose from. Countryside escapes, coastal views or an experience in the city, we have something to suit all tastes. Our collection of superior hotels and restaurants have plenty of space, delicious dining options and offer luxurious overnight stays. Take a look at venues we represent in Vantage.
Vantage members are rest assured that they can book and dine with confidence at any of the hotels and restaurants in the Vantage collection. All our hotels and restaurants have COVID measures in place to ensure a safe and relaxing stay for visitors and guests. Many are offering more flexible cancellation options for when your plans change. Our hoteliers and restaurateurs are looking forward to welcoming Vantage members very soon.
As the leading bespoke loyalty programme provider in the UK, Inspire Loyalty creates branded loyalty programmes for hoteliers and restaurateurs to help secure repeat and direct business.
With Vantage, we’ll be generating awareness of your hotel or restaurant, introducing new guests and loyalty, while giving the member a choice of hotels and restaurants to enjoy their reward and experience. As a hotelier, you can access a dashboard of customer segments and buying behaviours. What’s more, all member and staff support is managed by a dedicated team.
Get in touch to find out how to reward your guests and feature on Vantage.
Inspire Loyalty is delighted to celebrate 10 years serving branded hotel loyalty programmes in the UK and Ireland.
“It’s a real milestone of achievement to date and we’re hugely grateful to our many clients who have stood by us from the early stages” says Steve Risk, company founder.
The company has evolved from designing it’s first loyalty platform to reaching it’s 8th generation. This is no surprise given the speed of technological advances, especially by more recent connectivity with preferred partners.
“The landscape has changed and in our new efficient world of technology, hospitality clients can experience an all rounded package bespoke to their multiple needs, rather than the disjointed approach of having 3 or 4 different supplier components to achieve one goal.” Steve continues, “Looking at the guest as the central point, any product which can assist staff with guest engagement and recognition using one touch point, is almost expected now.”
As a provider of branded loyalty programmes, Inspire Loyalty partner with Criton who design branded applications to assist guests with mobile interaction. So amongst their many other app features, we work together to present the member’s loyalty account under one roof.
Inspire Loyalty also successfully integrate with Worldpay to automate points awards to its members when they purchase, which is quite technically advanced but so simple for the customer. This was recently applied and launched in a new programme, McGinty’s Rewards for The McGinty’s Group to enable them to engage, reward and recognise their customers in the most simple and effective method. Integration is also underway to integrate with MEWS systems and other PMS providers.
But back to basics, Inspire Loyalty has always strived to provide excellent member services. This was recently recognised using a product integration by new survey partner, GuestRevu. A survey of 800 loyalty members to a mutual client received a customer satisfaction rate of 95%. Interestingly, 90% conveyed they booked direct because of the reward programme.
GuestRevu is a great way to collect member feedback and a good forum for guests to suggest ideas for improvement. It also includes online reputation management tools for guest experience feedback, so they can respond and take any action required.
In July this year, Inspire Loyalty launched Vantage. A new product to entice the public to register for loyalty programmes from the collection of hotels, apartments and restaurants represented by Inspire Loyalty.
After registration the member can earn points at their regular venue and redeem their points at any of the venues in the Vantage collection. It’s still early days, but sign up numbers are strong, as we strive to add more value to our client portfolio by generating awareness of our branded loyalty programmes.
Inspire Loyalty is looking forward to the next chapter of adopting innovation to enhance our product and service even more. We’re here to help our hospitality clients achieve greater guest retention, better experience and increased revenue in these uncertain times.
Our aim is to equip as many hotel, restaurant and apartment operators with an easy to apply branded loyalty solution to collect powerful data, enhance guest engagement, increase visitor numbers and direct booking initiatives.
For more information about how Inspire Loyalty can help your business reward and engage, arrange a demo or get in touch.