CASE STUDY: Hotel loyalty programmes
2012/01/02 by HotelierMiddleEast.com staff
CASE STUDY 4(個案研討四):
Hotel Group: Jumeirah Group
酒店集團：卓美亞酒店集團
Loyalty Programme: Sirius
客戶忠誠計劃名稱：天狼星
Challenge: Members’ Sirius points expire before members are able to redeem. Redemption is a core indicator of a member’s engagement with Jumeirah’s custom loyalty programme.
挑戰：會員點數常在會員能夠兌換獎勵前就已過期。獎勵兌換是會員參與卓美亞客戶忠誠計劃的重要指標。
Initiative: Monthly targeted communication with relevant redemption offers to members who have their points expiring in the next three months.
積極作為：將相關的獎勵兌換優惠以每月連繫特定會員的方式來改善，此處特定會員是專指其點數在未來三個月內過期者而言。
Objective: To minimize the number of points expiring and boost the redemption rate to ensure that members are rewarded for their loyalty with Jumeirah.
目的：減少會員積點過期的數量，並且提高獎勵兌換的比率以確保會員都因為對該集團的忠誠支持而獲得獎勵回饋。
Target Audience: All members with enough points to redeem and with points expiring in the next three months.
目標客群：有足夠積點可兌換獎勵的會員並且其積點在未來三個月內會過期者
Channels: Monthly direct html communication to members.
行銷管道：每月寄發電子網頁郵件給會員
Results: Redemptions have increased by almost 50% in six months.
成效：獎勵兌換比率已在六個月內增長近50%
CASE STUDY 5(個案研討五):
Hotel Group: Shangri-La
酒店集團：香格里拉酒店集團
Loyalty Programme: Golden Circle
客戶忠誠計劃名稱：金環會
Challenge: Address the needs of both staying and non-staying guests.
挑戰：回應住宿與非住宿顧客的需求
Initiative: Restructured and enhanced the existing Golden Circle recognition and award programme to allow staying and non-staying guests to earn and redeem Golden Circle Awards Points or Golden Circle Awards.
積極作為：重新建構與提昇既有的金環會會員認可暨獎勵計劃，讓住宿與非住宿顧客都能獲得及兌換金環會積點或獎勵
Objective: Provide more privileges.
目的：提供更多的尊榮權益
Target Audience: Existing Golden Circle Members and general public.
目標客群：既有的金環會會員及一般大眾
Channels: Online, PR, social media.
行銷管道：網路、公關、社群媒體
Results: Since restructuring in October 2010, the number of Golden Circle members has increased 60%, bringing memberships to 2 million.
成效：自從金環會在2010年10月重整後，會員數量已增加60%，並新增200萬名會員。
* 關於會員制的優點與缺點將待後續的專文分享
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