Applied to:
This award celebrates loyalty and guest relation activation programs in the hospitality industry that create invaluable and memorable experiences for their members. These programs offer personalized incentives tailored to their members' unique needs and preferences. The winner will have successfully engaged and retained members by providing innovative and relevant benefits. This award recognizes programs that go above and beyond in creating an unforgettable member experience.
The project:
Accor and Qantas Partnership: Accelerating Loyalty Rewards
In November 2021, Accor and Qantas launched a groundbreaking venture in the Asia Pacific region, creating a partnership that allows mutual members of their loyalty programs to accelerate their points earning capacity. This collaboration positions Accor, the leading hospitality group in the Pacific, and Qantas, Australia’s second favorite brand, as the preferred travel companions for Australian citizens.
Key Benefits:
Strategic Impact: This partnership meets a key expectation from Pacific Hotel Owners, keen to attract new clients through QFF points accrual on stays at Accor properties. QFF points are highly valued, acting as a secondary currency in the Australian market. The generous offer is designed to engage existing members and attract new ones, increasing Accor's market share through enhanced loyalty and customer acquisition.
Seamless Integration: Members can link accounts for free via an easy process on both websites. New members can join and link their accounts within seconds. This project involved around 150 people from both partners, working across a 10-hour time difference to deliver a seamless customer journey, integrate IT systems, and ensure GDPR compliance. Departments involved included partnerships, loyalty, finance, data, communication, marketing, compliance, and customer care.
Launch and Results: The launch strategy included massive communication efforts: press releases, TV shows, outdoor ads, radio, social media, and owned media channels, targeting a broad audience. The partnership saw immediate success with 26,000 links in just three days. After one year, 180,000 members had linked their accounts, with 40,000 new members for Accor. Members increased their annual spending at Accor properties by 60%. Media coverage reached 50 million people, with an equivalent advertising value of $500,000.
Accor and Qantas are proud of this successful partnership, which continues to provide significant benefits for members and boosts the market presence of both brands.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
