The Red Roof Inn’s RediCard loyalty program recently passed a major milestone: The program enrolled its one millionth member.
Princeton Rudert of Madison, WI, became that lucky person when he enrolled in the RediCard loyalty program on Nov. 15 at the Red Roof Inn in Rockford, IL, according to Brenda Eddy, who has managed the RediCard loyalty program for the past five years.
Rudert will receive a total of 1 million points -- 200,000 per year for five years. To illustrate the value of 1 million loyalty points, they’re the equivalent of 166 free room nights!
“Our program is growing at almost 25% per month, which I think speaks volumes about the engagement our guest service representatives have with our guests when they check in,” Eddy told Loyalty 360. “When they explain the benefits of RediCard – fastest way to free nights, complimentary bottled water, late hold for reservations, advance notice of special promotions – and how easily they can enroll, our guests are anxious to sign up.”
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.”
Eddy said several things occurred in the past 14 months to boost the RediCard loyalty program:
October 2012: We introduced front desk enrollments at check in and eliminated the old paper applications
Spring 2013: We introduced complimentary bottled water for members
October 2013: We introduced ongoing incentives for District Managers, General Managers, and Guest Service Representatives
Eddy paid tribute to Red Roof’s front desk associates for the rise in prominence of the RediCard loyalty program.
“They talk to guests, explain the program, and ask them if they want to join,” she said. “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.