Dean & Nancy on 22 at A by Adina Sydney

TFE Hotels has overhauled its member offering and taken it global with the launch of a multilingual personalised rewards program.

The new eClub Member Program, which was 12 months in the making, replaces the group’s previous subscription-based model with a more user-friendly experience, offering login functionality, multi-level user access in every time zone, and instant benefits.

The launch of Phase One comes amid the group’s ongoing international expansion and recent introduction of hotel testing lab MM:NT.

“It has been an exciting few years with TFE Hotels going from strength to strength in a short space of time,” said TFE Hotels Group Chief Operating Officer, Chris Sedgwick.

“We’ve grown our portfolio in Australia and overseas, invested heavily in digital, and worked to innovate and develop at every level of the business. So, the time was right to look ahead and evolve our member offering too.

“As a group, we’ve taken a deep dive into members across all segments over the past 12 months.

“The result is a modern, international program for all TFE clients to access and enjoy, which is a major step forward for TFE and our guests around the world.”

For owners, it’s a “no cost alternative” to traditional hotel loyalty programs, according to Sedgwick.

Members can login via a password, and book eClub member rates online, instead of using promotional codes as previously required.

TFE Hotels Global Marketing Officer, Katia Giurtalis, said the beauty of the program lies in its simplicity.

“There are no tiers, no points, no unreachable goals – but a range of instant rewards to enjoy with every booking/stay,” she said.

“This approach aligns with the research we’ve done around consumer trends, and instant gratification is a big driver for many travellers and hotel guests, and that includes during the booking process.

“It’s about making guests feel special every time they stay, with a range of instant benefits and personalised perks that make them feel more comfortable and welcome.”

 All subscribers of the previous program transitioned to the new system mid last month.