ICLP - the global loyalty marketing agency - is an expert in developing and managing Frequent Guest Programs.
Frequent guest programmes (programs) are the hotel and hospitality sector equivalent to frequent flyer programmes. The target of most frequent guest programs is business travellers. Frequent guest programs allow hotel guests to earn points as part of a reward program, and such points can be redeemed for free extra nights. These points are accrued in direct proportion to the amount spent, and as such are equivalent to a percentage price reduction. Some large hotel chains offer bonus points for staying in certain locations or for staying multiple nights in the same hotel. A common example is a deal whereby a guest will stay ten nights and get one night free. For frequent business travellers, the points can rack up quickly and can be applied to nights spent in hotels in different locations of the same hotel group or brand. Some of these programs, if you are short on points, allow guests to pay the difference between points earned and the actual room rate.
These days no self-respecting business executive who travels often is without at least a couple of frequent guest program cards in her wallet. In many cases points can be redeemed against meals in hotels as well as beds for the night.
Another way to accrue points for the frequent flyer and frequent guest programs is through the use of credit cards. Some card issuers will generate points for you for various programs. A credit card scheme may also allow you to transfer its own rewards program points to your frequent flyer and frequent guest programs.
ICLP runs frequent guest programmes for many hotel and hospitality industry partners as well as those for credit card companies.