Because customer expectations change, marketing initiatives like loyalty programs must also continuously evolve. Often, this is one of the major pitfalls that loyalty programs fall into. After a particular program is carefully crafted and designed, administrators sometimes unintentionally fall into a “set it and forget it” mindset, which can quickly make a program fade into irrelevancy.
Periodically, it is important for brands to revisit their loyalty program and customer experience initiatives to ensure that they can actually still connect to customers. This is the approach Dusit International is taking after recently re-launching Dusit Gold, the brand’s popular loyalty program.
Dusit International, an iconic Bangkok-based hotel and resort company, has re-introduced its Dusit Gold guest loyalty program, which expands upon its already wide range of benefits and services.
Based on the brand’s newly acquired understanding of customers, the goal is to bring a higher degree of relevance to every member.
"The research we conducted indicates that recognition and free nights are perceived by guests to provide the greatest value, as such, these are key components of the new Dusit Gold program,” said Erena Chan, Dusit International VP of Sales and Marketing. "The new Dusit Gold rewards members with benefits and perks that are relevant to them based on their personal preferences which they can enjoy instantly, every time they stay with Dusit."
Leading up to this re-launch, Dusit Gold already offered numerous exclusive benefits and services including special room rates, dining credits, laundry discounts and complimentary amenities. But following the program’s “refresh,” Dusit Gold will also introduce Instant Rewards. This grants members special bonuses on every stay. These particular benefits are based on guests’ personal preferences and membership levels.
The membership levels themselves have also been revamped. Dusit Gold now offers three level tiers including Premier, Executive and Elite, each of which rewards members with a range of privileges at no extra cost.
Furthermore, Dusit Gold also seeks to set itself apart from other hotel loyalty programs by lowering the requirements needed to advance through each level. Premier Dusit Gold members, for example, can get a fast-track upgrade to the Executive level after only five stays.
Customers who wish to sign up for Dusit Gold can also gain even more benefits, discounts, and special promotions for a limited time by signing up for the new loyalty program by December 15, 2015.