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Dorsett Hospitality to launch new loyalty program

Dorsett Hospitality has launched its own global loyalty program.

A free upgrade to Silver status is on offer for first-time signups processed in 2018 to Dorsett Hospitality International’s brand new ‘Dorsett – Your Rewards’ loyalty program.

Set to be rolled out by the four-star Asian brand, the new loyalty program will pilot across 15 of the group’s 35 hotels in 27 countries. Dorsett is in a major growth phase, with construction now underway on the brand’s maiden entry to Australia on the Gold Coast.

Members of ‘Dorsett – Your Rewards’ will be able to indulge in tailored rewards including free upgrades to suites, free breakfast and guaranteed late check-out of up to four hours past normal time. The program will also offer a ‘part-pay, part-points’ system whereby members can redeem for a reward regardless of their points balance if topping up the cost of the reward with payment.

Further rewards can be claimed through Dorsett partner organisations across a variety of industries including transport, beauty and more.

Guests will be progressively upgraded through the four tiers of the loyalty program – Classic, Silver, Gold and Platinum – as they reach the minimum number of nights required to graduate.

Dorsett Hospitality International Senior VP Brand Marketing, Anita Chan, said the company’s new loyalty program was to show its appreciation to guests.

“As a Hong Kong homegrown brand, we’re proud to share the vibrant hospitality and forward-thinking service culture that embodies the Hong Kong spirit with the world.

“Ultimately, this is not just another loyalty programme, but a programme to reward our supportive guests,” Chan added.

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