Worldhotels to Launch Loyalty Programme

Worldhotels is preparing to launch Peakpoints, its new loyalty programme.

Worldhotels Peakpoints, which will be available at all of the group’s almost 500 hotels in 65 countries worldwide, will launch on 24 April 2014.

Worldhotels’ Chief Marketing Officer, Paulo Salvador, said, “The launch of our group-wide loyalty programme is a logical milestone in the history of Worldhotels. Our hotels welcome over 30 million guests per year and by introducing Worldhotels Peakpoints we equip them with CRM and Customer Intelligence solutions that bring ultimate value to their guests. In our competitive industry we need to build and track guest profiles in order to meet our guests’ needs. Hotels lacking the resources to do it themselves have to rely on third parties, such as OTAs, to do it for them. Worldhotels Peakpoints allows us and our hotels to engage directly with guests, recognising their preferences, rewarding their loyalty and enhancing their Worldhotels experience. It is a transparent and easy-to-understand programme for both guests and hotels: Guests collect points and redeem them without any restrictions such as black-out dates, while hotels get 100% reimbursement.”

The Peakpoints membership is free of charge and guests can enroll online, through the Worldhotels Social Media channels, by downloading the App “Travel Guide by Worldhotels” or by requesting a membership directly at the Front Desk of the affiliated hotels.

Members of the programme can follow their transactions, manage their personal profile and customise their virtual membership card via the Peakpoints website or the App “Travel Guide by Worldhotels”.

In addition, they benefit with every eligible stay as they receive 2 points for every Euro spent on room revenue.

Points can be exchanged for vouchers which can then be redeemed at all hotels of the group.

The programme will have three elite levels, allowing guests to accelerate their earning power: Members of the Silver level receive additional 10% points, Gold members plus 25% points and Navigator members receive 50% more points.

“Worldhotels Peakpoints’ simplicity, transparency and all-virtual approach set it apart from other loyalty programmes and makes it very attractive for both our guests and hotels,” said Salvador. “With this straightforward approach we expect to gain 5 million members by the end of 2016.”