The Red Roof Inn’s RediCard loyalty program is nearing a major milestone: 1 million members.
Brenda Eddy, who has managed the RediCard loyalty program for the past five years, told Loyalty 360 that this milestone is a phenomenal achievement for the company.
“It’s huge for us,” she said. “We’re very excited about it.”
Eddy questions some companies that boast about having 10, 20, or 30 million members.
“Every couple of years we purge our database,” Eddy said. “We don’t want to email people who don’t exist anymore. I want active and engaged members. And we have active and engaged members.”
Eddy said Red Roof Inn has focused on the initial premise of the program: keep it simple, and keep it directed toward what its customer base really looks for, which are free nights.
When the program first launched, Delta was a partner and it gave members the option of getting Delta SkyMiles. Eddy said Red Roof Inn canceled that partnership in February because less than 3% of its members ever selected that option.
“What they really wanted was a free night,” Eddy explained. “Now our members can earn free night at 6,000 points. The program was built on that simplicity premise and we’ve really kept it there. We make those rewards automatic. You don’t have to ask for it or redeem it. Once you earn it, we send it to you.”
RediCard members receive emails every other week with special offers and promotions, Eddy said.
“We tweaked some benefits and added complimentary bottled water for members for every day of their stay,” Eddy said. “They want things they can touch and feel.”
RediCard members are very vocal, Eddy said.
“We have a very active customer service line for members only,” she said. “They tell us what they like and don’t like and we try to react to it. It’s always been easy on the web to enroll. A little over a year ago, we eliminated paper applications entirely. Our front desk associates talk to guests, explain the program, and ask them if they want to join. Then all we have to do is click a button.”
RediCard lets guests take advantage of membership perks including express check-in, bottled water, reward points that never expire, a member-only toll-free reservation line, early notice and exclusive offers, online access to account information and a courtesy hold for late arrivals.
Eddy said Red Roof Inn, which has more than 350 properties in the U.S., is offering a promotion to reward the millionth member of its RediCard loyalty program. That lucky person will earn 1 million bonus points (equivalent to 166 free room nights), a party at the Inn where the guest is registered, complete with a cake, balloons and a celebration, a certificate announcing the winner as the 1 millionth member, and inclusion in future Red Roof RediCard promotions.
“We’ll try and have a spontaneous party at the property,” Eddy said. “We’re pretty excited about it.”
Besides seeking loyalty from customers, Eddy wants them to become advocates.
“To me, that is the No. 1 benefit of having loyal customers,” she said. “They may initially want to join for points and rewards, but no one becomes loyal if they don’t enjoy the experience.”