Club Carlson, the global rewards program from Carlson Rezidor Hotel Group, which includes more than 1,000 Quorvus Collection, Radisson Blu, Radisson , Radisson RED, Park Plaza , Park Inn by Radisson, and Country Inns & Suites By Carlson hotels worldwide, will offer members triple points on all eligible stays through June 30, 2017.
What’s more, members can earn a bonus award of 5,000 points for each eligible Sunday and Monday night stays, up to 100,000 points. To be eligible for the promotion, members must register for the promotion and complete a stay between April 3 and June 30, 2017.
Teresa Comparato, senior director, global customer engagement, Carlson Rezidor Hotel Group, talked to Loyalty360 about this unique campaign.
Can you talk a little about the factors behind this promotion and what your goals are for it from a customer engagement perspective?
Comparato: We wanted to bring attention and create some excitement within our loyalty program–Triple Points is a straightforward reward offered on every stay globally–Triple points is an attention-getter and drives awareness, makes it newsworthy and very simple for customers to understand.
It seems like many hotel brands are upping the ante on member benefits, and offering engaging campaigns. Can you talk about the current level of competition among hotel brands and how Carlson views it?
Comparato: It is a very exciting time at Carlson Rezidor Hotel Group. We are under new ownership and leadership is giving us the opportunity to transform and enhance our member value proposition. We cannot unveil too much at this time, but we are working on some exciting benefits and our commitment to ensuring we recognize and reward our members each and every time, from when they are planning their next trip, during their stay, and making sure they have access to all relevant information whenever they choose.
How do you measure customer loyalty?
Comparato: We have many different metrics. Just to name a few, we look at lifetime value, net promoter score (NPS), repeat stays, and redemption rates.
What are you most proud of at Carlson?
Comparato: This would be the current work we are conducting to evaluate and launch a brand new member value proposition, but as this is part of the overall company transformation, I cannot unveil too much on the ideas but know that this work began with our loyal members through focus groups and surveys, expanding to non-members, to understand what would make them choose our hotels vs. the competition, and then working with our business to ensure we have the right IT infrastructure to deliver on.