Traditional hotel loyalty programs have become an industry staple for a good reason. That is, they carry an established history of increasing both customer acquisition and retention. But brands looking to maintain this level of success can never rest too heavily on the laurels of an established program. Customer engagement requires continually enhancing and upgrading loyalty programs to stay in step with changing expectations and customer behaviors.
After realizing that it could use such an upgrade, the Taj Hotels Resorts and Palaces just released details regarding its newly enhanced loyalty program, which will bring new benefits and services to members all across the world.
The new loyalty program will be called the “Taj InnerCircle” (TIC), which includes four exclusive tiers and promises a wide range of exciting events, unique experiences, and special surprises for members at every level.
"No blackout dates, easy redemption process with opportunities ranging from accommodation, restaurants, spas and no expiry of points for active members are the basic principles of the new Taj InnerCircle," the company said in a statement.
In addition to allowing members to exchange points for various gift certificates and travel vouchers, Taj InnerCircle will help disenfranchised individuals by supporting a range of social causes.
"The reborn program now also gives the option to members to give back to society by contributing towards altruistic initiatives by donating points," the company said.
This includes donations to nongovernmental organizations (NGOs) working to improve the lives of under-privileged children by studying health and nutrition.
"Taj InnerCircle has empanelled NGOs involved in this realm with a view to meaningfully assist Taj through the TIC program, will also match member contributions made towards this noble cause in the first month," said Taj Hotels Resorts and Palaces.
Alongside the charitable endeavors that support good causes and the host of benefits brought to customers, Taj Hotels is excited about the advantages the new program will bring to the brand as well.
"On one hand the new loyalty program gives us opportunity to reward our loyal guests and on the other it makes sound economic sense,” said Chinmai Sharma, Taj Hotels Resorts & Palaces Chief Revenue Officer.