Another exciting innovation is that of member points accrual, depending on usage activity. The impact that points accumulation has on usage behaviour is well known across many industries. However it has seldom been combined with traditional Hotel Loyalty programmes. One reason was that the technology required to manage and control these is complicated, expensive, and needed to be purpose built.

 

MSD has the technology to offer Points and Rewards programmes as an integral part of the Club programme. Alternatively, the Points programme could be a stand-alone solution or only apply to a certain segment of the membership base (e.g. top-level tiers or spenders). It is designed to focus on the most important group of members, those who deliver the most revenue to the hotel.

 

A points-rewards programme is a powerful way to add value, stimulate member activity, and drive usage during traditionally slow periods. There are many creative and innovative ways to use it depending on the purpose and segment.

 

Members are able to view their points balance on-line, and redeem points on-line. The schedule of rewards may be viewed on the Club website should the hotel wish. Points and rewards is an option and may not be applicable in all cases.