Britannia Hotel Group unveil new loyalty reward scheme

The Adelphi

Hotel chain the Britannia Group is aiming to offer guests even more for their money during the challenging economic times by rolling out its new and improved Grand Reward Card customer loyalty scheme after a successful trial.

The Manchester based group, with 36 hotels and five Pontins Holiday parks across the UK, called in Cheshire reward specialists Loyalty Pro to completely re-vamp an existing manual loyalty scheme transform it into a state of the art high-tech card based system.

“The trial of the new Grand Reward Card was conducted in our five nation-wide Grand Hotels with the addition of The Savoy in Blackpool and has been a huge success,” said Karen Pownall, Project Manager at Britannia’s Hale HQ.

“We initially issued 7,000 cards offering a ten per cent return on spending which seemed to be welcomed by guests who clearly appreciated being rewarded for their loyalty, especially during these tough times.

“Spending increased and so far a further 1000 guests have registered for cards so the initiative seems to be very popular.

“For that reason we are rolling out the reward scheme to a further five Britannia hotels and we will monitor its take up and guest reaction before decided whether to make it group-wide.”

The scheme will be extended to cover the Britannia Hotel in Manchester, the Adelphi in Liverpool, the International in London and properties in Aberdeen and near Manchester Airport.

Points are added to guest accounts for accommodation, conference and banqueting purchases, food and beverage spend and health and beauty treatments.

Another bonus to the scheme offers guests a double-points incentive if they book their next stay before checking out.

Loyalty Pro Technical Director Rob Meakin, who oversaw the design and installation of the Britannia Group reward scheme, said: “This is a sophisticated but easy to use system that operates across a number of properties.

“However, an integral part of the job was re-vamping and cleaning the existing database and re-issuing cards to customers. Now the Britannia Group has a centrally managed scheme that has been fully customised to their requirements.

“As our system is developed in-house we were able to customise our standard product to suit Britannia’s needs. The next phase will also include utilising our web based facilities to include targeted marketing to customers, based upon their spending habits that the system has recorded

“Although this is a simple to use system it also provides a powerful management information facility. It is also a reward scheme that brings clear benefits to the consumer.”

Karen said members of the public were welcome to register to join the scheme by emailing grandrewards@britanniahotels.com or picking up a card at any of the participating hotels.
Accommodation bookings for any of the 36 hotels can be made online at www.britanniahotels.com or through the Central Reservations office by calling 0871 222 0100.

For further information about Loyalty Pro, you can visit www.loyaltypro.co.uk.

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