旅館產業專業知能

[文章分享] CASE STUDY: Hotel loyalty programmes – 03 (個案研討 : 你應該知道的旅館會員制 之三)

CASE STUDY: Hotel loyalty programmes

2012/01/02  by HotelierMiddleEast.com staff

CASE STUDY 1 (個案研討一):

Hotel Group: Accor
酒店集團：雅高酒店集團

Loyalty Programme: A|Club (now : Le Club AccorHotels)
客戶忠誠計劃名稱： 雅高樂雅會



Challenge: Encouraging recruitment of new members.
挑戰：鼓勵召募新會員
Initiative: Recruitment drive with in-house guests.
積極作為：向酒店住客進行召募活動
Objective: To increase the number of new members to the programme on a monthly basis.
目的：增加每月新會員人數
Target Audience: In-house guests.
目標客群：酒店住客
Channels: Point of sale material and communication through the staff.
行銷管道：銷售點的文宣資料及員工的溝通
Results: In the Middle East, efforts reflect a 5% increase every month in recruitment, which is in line with the Accor global standards.
成效：在中東地區，每月都有5%會員召募的成長，並符合雅高酒店集團的全球標準

CASE STUDY 2 (個案研討二):
Hotel Group: Fairmont Hotels and Resorts
酒店集團：費爾蒙酒店集團

Loyalty Programme: Fairmont President’s Club (FPC)
客戶忠誠計劃名稱：費爾蒙總統俱樂部

Challenge: More of an opportunity than a challenge, Fairmont Bab Al Bahr was the official host hotel for the Abu Dhabi Film Festival and had a large outdoor screen set up on the beachfront with daily film viewings.
挑戰：應為契機而非挑戰。 Fairmont Bab Al Bahr 是阿布達比影展的指定住宿酒店，並且在其海灘區架設巨型戶外銀幕以觀看每日精選影片。

Initiative: An FPC booth was set up at the hotel property during the 2011 Abu Dhabi Film Festival to create awareness of the programme.
積極作為：費爾蒙總統俱樂部的服務攤位在2011年阿布達比影展期間設置於該酒店中，用來引起往來賓客對費爾蒙總統俱樂部的注意。

Objective: To continue to enroll both residents and potential guests to the loyalty programme.
目的：持續將住客與潛在客戶加入到費爾蒙酒店的客戶忠誠計劃當中

Target Audience: Event attendees and in-house guests.
目標客群：影展與會者及酒店住客

Channels: Live event.
行銷管道：現場活動

Results: During the week, more than 1000 new members joined the loyalty programme.
成效：在一週內，有超過1000名新會員加入費爾蒙總統俱樂部

CASE STUDY 3 (個案研討三):

Hotel Group: Millennium & Copthorne
酒店集團：千禧國敦酒店集團
Loyalty Programme: Millennium & Copthorne Loyalty Club (now : My Millennium)

客戶忠誠計劃：我的千禧

Challenge: Introducing the global loyalty programme to the MENA region.
挑戰：將集團的全球客戶忠誠計劃引進至中東與北非地區

Initiative: Training MENA employees on the programme to converse with guests when checking them in to encourage member enrollment.
積極作為：訓練中東與北非地區的員工有關會員制的內容，讓員工得以在辦理住房登記時，鼓勵住客加入會員

Objective: To enroll staying guests to the programme.
目標：將住客加入成為會員

Target Audience: In-house guests.
目標客群：酒店住客

Channels: Guest interaction.
行銷管道：顧客互動

Results: Since launching in May, 1906 members — accounting for 22% of all eligible guests — signed up at Millennium Airport Hotel Dubai.
成效：自2011年5月開始推行之後，有1906名住客(佔所有符合資格客人的22%)在杜拜機場千禧酒店成為新會員。

(未完待續)

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