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Great Hotels Organisation unwraps loyalty programme

Great Hotels Organisation has announced the launch of Great Hotels Rewards, a new hotel loyalty programme developed for frequent guests of the member hotels of Great Hotels of the World and Special Hotels of the World.Great Hotels Rewards is part of the VOILË Hotel Rewards network operated by Hospitality Marketing Concepts (HMC) and is the only points-based, frequent guest programme that unites independent mid-range to luxury hotels and resorts around the world under one global value, rewards and recognition programme.

VOILË Hotel Rewards, which has experienced strong growth since its launch in June 2008, allows hotels to co-brand their programmes under the VOILË umbrella so consumers can earn points and redeem rewards such as complimentary nights or room upgrades at its network of nearly 200 premier properties worldwide.

“VOILË‘s mission is to provide four- & five-star independent hotels with a global loyalty solution that allows them to compete effectively and profitably.” said Gabi Kool, VOILË‘s senior vice president and managing director. “We are certain corporate travelers are looking for alternatives to the standard global mega-brands. By linking a large number of leading independent hotel groups through the VOILË network via Great Hotels Rewards, members can stay in independent hotels while earning reward points. We couldn’t be more excited to expand the VOILË network by partnering with Great Hotels Organisation in the launch of Great Hotels Rewards.”

Enrollment in the Great Hotels Rewards programme is free to consumers and allows members to earn valuable points for their stays that can later be redeemed for complimentary room nights or room upgrades. Members are also eligible for a range of personalised benefits based upon their customer profiles such as exclusive member-only offers, priority check-in and welcome amenities.

The programme will bring small chain and individual hotels all the benefits and exposure of a major rewards programme while allowing them to maintain their unique identity. Great Hotels Rewards can help hotels to increase both ADR and occupancy with little or no spend required.  By joining Great Hotels Rewards, hotels will be able to compete with the major brands, create loyal guests, boost incremental business and enlarge their consumer database.


“VOILË Hotel Rewards is a product that levels the playing field for independent hotels in a world market dominated by mega brands,” said Peter Gould, chief executive officer of Great Hotels Organisation. “We believe a frequent guest programme to be an important part of our group’s marketing strategy. The ability to co-brand the programme as Great Hotels Rewards gives us the opportunity to build brand awareness, while VOILË takes away the challenges we would face operating a programme of this magnitude on our own. VOILË has our endorsement and we highly recommend it to all member properties in our portfolio.”