Marketing research firm SSI continued to bolster its B2B inSSItes portfolio on Monday, announcing a partnership with AccorHotels, the world’s leading hotel operator. In return for providing customer insight via Club Opinions, free from SSI, members of the Le Club AccorHotels loyalty program will receive points redeemable for air travel, rail travel, future hotel stays, and shopping.
The collaboration is significant in the SSI will now have access to survey data from much of Le Club AccorHotel’s 23 million global members. International business travelers are a key demographic for SSI products, and the new partnership will allow them to create a more complete view of their target customer.
The deal provides great benefit for Le Club AccorHotels members.
“We are always looking to provide our members with new ways to earn points toward rewards,” said Isabelle Birem, senior vice-president direct sales and loyalty at AccorHotels. “And by working with SSI on Club Opinions, we will provide an important avenue for members to earn thousands of points by simply participating in studies and surveys.”
The Club Opinions program is still in its initial stage, and is being restricted to guests in Australia, Brazil, China, Germany, and the United States. After moving to the next phase, SSI plans to expand this reach to include five additional countries. The partnership with AccorHotels is the first hotel operator SSI has worked with, marking a golden opportunity for the company to tap into the insights of business travelers around the world.
“This announcement is part of SSI’s ongoing global rollout of business-to-business leadership capabilities,” said Bob Fawson, SSI chief product officer. “AccorHotel’s loyalty program expands our scale and size among international business travelers and grows our SSI B2B inSSItes solution. It accelerates us toward the goal of building a data solutions company with the world’s best people, panels, and technology.”
AccorHotels is just the latest company to offer loyalty program members the chance to earn points through SSI surveys. Last month, Amtrak also partnered with SSI to develop Survey Points Club, in which Amtrak Guest Rewards members also had the opportunity to provide customer information in return for loyalty rewards.