At ITB Berlin, independent upscale hotel group Worldhotels announced a new loyalty program, effective April 24: Worldhotels Peakpoints. Available at all of the group’s almost 500 hotels in 65 countries worldwide, Worldhotels Peakpoints is one of the first all-virtual global loyalty programs in the hospitality industry, Worldhotels said.
“The launch of our group-wide loyalty programme is a logical milestone in the history of Worldhotels," said Worldhotels’ chief marketing officer, Paulo Salvador. "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, recognizing 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 percent reimbursement.”
The Peakpoints membership is free of charge and guests can enroll online at worldhotels-peakpoints.com, the group’s website worldhotels.com, through Worldhotels' social media channels, by downloading the App “Travel Guide by Worldhotels” or by requesting a membership directly at the Front Desk of an affiliated hotel. Complete program details can be found on yourbenefits.worldhotels-peakpoints.com.
Members of the program can follow their transactions, manage their personal profile and customize their virtual membership card via the Peakpoints website or the App “Travel Guide by Worldhotels.” In addition, members receive two 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 program will have three levels: Members of the Silver level receive an additional 10 percent points, Gold members an additional 25 percent points and Navigator members receive an additional 50 percent points.