The award-winning Choice Privileges loyalty program serves as a key driver of repeat bookings from over half a million value-conscious travellers to Choice Hotels across Asia-Pac.
For those looking to benefit from an engaged cohort of loyal guests who stay longer and more often, the Choice Privileges loyalty program may be what you’ve been searching for. With over 540,000 members in the Asia Pacific region and over 50 million members globally, the program offers a vast range of benefits and savings that help drive loyalty and generate bookings for Choice Hotels Asia-Pac franchisees.
Choice Privileges offers members exclusive rates, deals with participating partners, and the ability to earn points that can be redeemed for free nights.
Choice Hotels Asia-Pac Senior Director, Strategy Sales and Marketing, Kari Hunter, says the best loyalty programs are those that understand the unique travel needs of their guests.
“We know our guests are driven by value-for-money stays and want the convenience of a trusted brand that meets their accommodation needs every time,” Ms Hunter says.
“They also want a simple rewards program that provides the best room rates possible and a simple accumulation of points that are easy to redeem toward their stays.”
Over the past 12 months, Choice Privilege members in the Asia-Pacific region have benefited from a variety of tactical offers and membership campaigns, including:
- Double points when transferring Choice Privileges points to Velocity or Qantas Frequent Flyer programs.
- The chance to win 100,000 Velocity Frequent Flyer points.
- 20% off BAR for midweek stays of two nights or more.
- A 4c per litre saving on fuel purchases at participating United locations.
A key advantage of the Choice Privileges program is that it encourages guests to stay more often. In fact, 38 percent of active members will make two or more bookings in their first year of membership, while 50 percent of Choice Privileges sign-ups at a property level are return guests.
“Through participation in our loyalty program, our hotels increase the likelihood that guests will choose to stay with them in the future, and we also see guests choosing other hotels in the group because they are able to access the same rewards,” Ms Hunter says.
The Choice Privileges program encourages members to spend more during their stay. Half of members spend money on food and beverage during their stay. Members also stay longer, with a new member staying an average of 52 percent longer than a non-member booking. The program also shifts bookings from OTAs to Choice’s direct channels, saving hotels money on commissions.
“We’ve seen the impact that active loyalty program engagement at a property level can have in boosting a hotel’s RevPAR growth. Hotels that are actively promoting the program to their guests typically see a premium in their RevPAR growth,” says Ms Hunter.
“The Choice Privileges loyalty program has grown considerably over the past three years,” she says, citing the growing need for a personal connection with the hotel early in the pandemic.
“Building these relationships with loyalty members is an excellent way to drive loyalty, generate bookings, and improve your overall guest experience.”
If you’re interested in learning more about how the Choice Privileges program can benefit your hotel, be sure to reach out to the Choice Hotels team to get started.
Kelly Sullivan, Quality Hotel Lakeside Bendigo