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Omni Hotels & Resorts recently announced that members of its loyalty program – Select Guest – now have access to their account information through Google Wallet. The mobile application, available on Android or iOS smartphones, provides consumers access to all of their loyalty cards and offers in one convenient location.
As part of the announcement, Omni Hotels is offering Select Guest members and new customers a 20% discount on a two-night stay at participating Omni Hotels & Resorts properties. Members who link their current accounts to Google Wallet, or new members who sign up for the Select Guest program, can take advantage of the promotion through Jan. 31, 2014 for stays through March 31, 2014. The offer is subject to availability, does not apply to groups or conventions, and may not be combined with other discounts.
Kerry Kennedy, Vice President, Ecommerce at Omni Hotels & Resorts, told Loyalty 360 that the company listens to the needs of its guests and strives to exceed their expectations in a personalized stay in an ever-changing technological world.
“Our loyalty program, Select Guest, allows us to give each and every guest personal service and program benefits during their stay,” Kennedy said. “We value our partnership with Google, and the Google Wallet Loyalty program allows Omni to extend our reach to new customers and welcome them into the our Select Guest program, as well as make it easier for those customers to add their Omni loyalty card to their electronic Google Wallet and experience a safe, secure, and streamlined payment process during booking. Omni Hotels & Resorts is proud to be the first hotel brand in the Google Wallet Loyalty Program. We are also excited to be launching the Google Wallet instant buy functionality for all Omni guests, regardless of whether they are loyalty members, at the end of January 2014. “
As a Select Guest member, consumers can enjoy complimentary perks including: in-room Wi-Fi, pressings, shoe shine, morning beverage delivery, and much more. Members can also earn a free night after staying just 20 nights and are automatically enrolled and entitled to global privileges at 300-plus luxury hotels around the world through Omni’s Global Hotel Alliance and the GHA Discovery guest loyalty program.
Kennedy said customer behavior can be as important as customer feedback.
“We see more and more online customers using trusted and aggregated sources like Google Wallet for not only a simplified payment process, but also a list of referrals to other businesses they might be interested in,” he explained. “With the proliferation of mobile device usage, we know this is an important step in making it easier for our customers to find Omni and conduct business with us.”
Kennedy believes loyalty is based on many things – behavior, guest satisfaction, fulfillment of the brand promise, and much more.
“However, there is little doubt that technology has changed consumer behavior and the way brands conduct business,” he added. “Consumers are more brand agnostic than they used to be. Attention span is shortened. Behavior is fragmented. And consumers are using multiple devices to find, research, plan, book, and share their travel plans. So travel brands need to be in all of these growing and inter-digitized channels to understand customer needs and provide a desired solution in a real-time way that meets the technological demands of an evolving consumer. Brands that do that will win with their customers.”
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