Thistle launches loyalty scheme

Five-star Guoman and Thistle Hotel group is introducing its first loyalty scheme in a bid to differentiate from other high end hotel groups.

Grosvenor Hotel

The hotel chain is shunning the usual points-based loyalty programme in favour of an “experience based” scheme that rewards customers with personalised added value experiences.

The scheme is being launched to coincide with refurbishment of its five-star hotels, which include The Grosvenor in London Victoria and a £130m investment into refreshing its Thistle Hotel portfolio around the UK.

The Signature programme has been created by loyalty agency ICLP. The hotel chain hopes that the programme will build stronger relationships with customers and increase revenue.

The programme offers guests three tiers of membership, offering differing levels of rewards depending on frequency and length of visit.

The programme can be used at Guoman branded five-star hotels in the UK and 32 Thistle Hotels.

Gillian Harris, brand director at Guoman and Thistle Hotel group, says: “Our main aim is to improve our understanding of our customers and ensure we reward them through an improved guest experience wherever possible.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here