SilverNeedle Hospitality Launches New Loyalty Programme

SilverNeedle Hospitality has launched a new loyalty programme.

SilverNeedle Select replaces the former cash-back The Escape Club programme and is now entirely digital. It does not even require enrollment, as that is is instantaneous when a guest makes a reservation through the SilverNeedle Hotels website.

With every eligible stay booked directly with SilverNeedle Hotels, SilverNeedle Select Guests will be awarded $ilver Dollars based on their total spend. These $ilver Dollars can be redeemed via the SilverNeedle Select Rewards Mall website for a wide range of rewards, including petrol cards, movie tickets, shopping gift cards and hotel cash vouchers. At higher reward tiers, SilverNeedle Select Guests can redeem VIP access to mega events such as the F1 Grand Prix, Australian Tennis Open, red-carpet movie premiere and international fashion week.

“We studied different hotel loyalty programmes available globally then de-constructed them and adapted their best practices. We then devised an innovative 100% eco-friendly frequent guest rewards programme that revolves around our guests and their lifestyles,” said Mr Iqbal Jumabhoy, Chief Executive Officer & Group Managing Director of SilverNeedle Hospitality. “The programme takes guest recognition to new levels with welcome rewards via mobile messaging, personalised welcome videos, secured e-Wallets and individual profiling such as The Road Warrior, The Romantic and The Eco-Traveller that guests can identify with.”