Small Luxury Hotels relaunches its loyalty program

Casa Madrona, Sausalito, San Francisco, Calif. (After conducting research among existing members, SLH has developed a completely revamped loyalty program. )

Small Luxury Hotels of the World launched the Invited loyalty program. The program, which is free to join, replaces The Club of SLH and gives all members access to exclusive rates, guaranteed benefits and the Small Luxuries benefit beginning from their first stay at any of the company's 500 hotels worldwide. 

The Invited program was developed based on research conducted among SLH's existing members, and consists of three tiers: Invited, Inspired and Indulged. The research demonstrated that the benefits members most highly valued from a loyalty program directly related to their hotel stay, as opposed to wider promotions and brand affiliations.  

Members asked for more consistent benefits across the collection. Now, they can use a 10-percent discount on best available rates, Wi-Fi and breakfast at all SLH hotels. Members also asked for a program that was easier to use and to understand along with greater interaction. Now, new marketing technology operates the program, which includes a loyalty hub on for a customized overview of current benefits, existing reservations and what members need to do to progress to the next tier. 
Lastly, members asked for the value of bookings to be taken into account and the number of stays. Therefore, the highest tier is now based on six or more stays or spending $6,000 or more per year.

SLH will be delivering many of the new program features itself. These include rewards for recommending a friend, birthday gifts and the program’s Small Luxuries benefit. Wider consumer research undertaken by SLH showed that it is the gesture, rather than the extravagance, that customers appreciate. Therefore, SLH members of any tier, chosen based on their engagement with the brand, will be earn experiences either during their stay or when they return. These could be anything from a bottle of a guest’s favorite wine to a yacht trip.

“The premise behind the new program is simple: We’ve listened to our guests, and now we’re giving them what they really want—a greater focus on personalizing their stays with us,” Filip Boyen, CEO of Small Luxury Hotels of the World, said in a statement.

The evolved program is available for all stays booked via SLH channels:, the SLH App, voice center and through travel agents. All active members will be invited to move across to the new program and new members have to register at