John McDonald, director, loyalty and guest engagement at Honolulu-based Outrigger Resorts, told Loyalty360 that company officials not only wanted to recognize their loyal guests, but they wanted to get to know them even better, paving the way for enhanced personalization and keener customer engagement.
As a result, last month Outrigger Resorts unveiled its first-ever loyalty program, DISCOVERY, with a chance for members to win the adventure of a lifetime and vacation at nine beachfront Outrigger Resorts.
“Knowing that we have families that have stayed with us for forty-nine years, we wanted a better system to not just recognize our loyal guests, but also allow us to know them better,” McDonald explained.
Some of the key aspects of the loyalty program, according to McDonald, include: a better system to recognize loyal guests, to encourage new guests to return to Outrigger, to collect data on guests’ interests, a way to reach a larger audience, a solution that aligns with the brand’s emphasis on local cultural experiences, and it offers benefits and experiences that members value and will enhance their stays.
The DISCOVERY loyalty program was founded on a simple principle: The best travel experiences come from true immersion in a destination.
“DISCOVERY also recognizes loyalty differently,” McDonald explained. “We believe that rewarding members with authentic, memorable experiences is more valuable than collecting points. The greatest difference is that our members accrue Local Experience awards to redeem for innovative, authentic adventures meant to connect each traveler more deeply with their destination and its people, and make each stay unforgettable.”
DISCOVERY members will experience a property that truly reflects the culture and traditions of its location, while enjoying all the benefits of loyalty, including room upgrades and comfort-enhancing perks, McDonald said.
“Even the way DISCOVERY offers its day-to-day benefits is quite unique and built around constant and consistent recognition of the guest,” he explained. “Whether it’s a locally procured gift or amenity upon check-in, a complimentary upgrade (double upgrades for Black Level Members), or ensuring the convenience of an early or late check-out, it’s all built around making sure the guest has the best experience possible while staying at one of our properties.”
DISCOVERY members enjoy benefits across 34 independent upper upscale and luxury hotel brands.
“This means that Outrigger’s guests will be well taken care of and receive the same recognition they’re used to as they travel to markets without Outrigger properties,” McDonald said. “This also means that their hard-earned status with Outrigger is now that much more valuable as they can enjoy the same benefits and recognition as they travel the globe. We joined DISCOVERY because we wanted to be part of an alliance of like-minded brands and to make ourselves known to the broader database.”
Members receive at least a 10 percent discount when booking on Outrigger.com
“DISCOVERY focuses on what the travelers truly ask for: recognition and instant benefits,” McDonald said. “So while DISCOVERY has its larger Local Experience awards, it makes sure to reward our loyal guests on a regular basis during each stay, and at every level, whether it’s an upgrade, local amenity upon check-in or on-property discounts. To us, customer loyalty has and will always be that couple that stayed with Outrigger forty-nine years ago, then returned, eventually coming with their kids, and then with their grandkids.”