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.”