Morgans Hotel Group mulls launch of loyalty programme

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Morgans Hotel Group is looking to launch a loyalty programme in the New Year, the group’s senior vice president of brand and marketing and creative director Kim Walker told Boutique Hotelier.

“We’re figuring out if that’s something we want to do for the company, we have an abbreviated version — our Global Card — for our list of influencers and our most repetitive guests and they receive amazing perks, but it’s a very small exclusive list, so we’re looking to see do we want to make it larger,” Walker said.

Currently, guests who stay 25 times or 50 room nights at any Morgans Hotel Group property within a two-year period receive a Global Card. Other ‘influencers’ — musicians, media and fashion-industry professionals — may also receive a card.

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The card rewards guests with perks such as free upgrades, late check-out, complimentary stays at new hotels within the portfolio, discounts on F&B, direct access to the CEO and invitations to hotel events.

Walker’s idea is to create a tiered programme: “With one or two tiers so we can build loyalty among those only staying two or three times a year and rewarding them with something,” she said.

However, Walker acknowledged that in general loyalty programmes can be perceived as an impersonal approach to rewarding loyal guests at boutique hotels.

“That’s exactly what we’re struggling with. How does it not become too corporate and how to reward our guests and what does a reward mean to our guests? How do we make it unique and interesting but still create that loyalty?” she said.

US-based Morgans Hotel Group currently operates nine boutique and lifestyle hotels in America and St Martins Lane and Sanderson in London.

It has a further eight signed properties in the pipeline, including two new London properties — Mondrian London and Hudson London — slated to open in 2014 and 2015, respectively.

See the December issue of Boutique Hotelier for the full interview with Kim Walker. 

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