Framing a new loyalty status for high-value customers of a luxury hotel group
Context
As part of the takeover of a luxury hotel group, VERTONE was commissioned to work on building loyalty among the group's very best members.
Objective
Identify the Group's best customers and the criteria used to identify them, and define the appropriate loyalty program (program rules, offer, loyalty architecture).
VERTONE contribution
Analysis of the customer base and identification of the group's best members, recommendations on the definition of entry rules, duration and maintenance of status, definition of the loyalty offer associated with status, definition of the overall loyalty architecture and articulation of high-value customers with other populations of great importance to the group (VIP customers, BtoB partners, hotel owners, etc.).
