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:
Epicure: The Ultimate Luxury Lifestyle Membership
Epicure stands as one of the most exclusive lifestyle membership programs, catering to the elite in the world of luxury hospitality. Launched in December 2020, Epicure offers its members an unparalleled range of exquisite experiences, including luxurious stays, unique dining experiences, signature spa treatments, and more, all designed for sheer indulgence.
Epicure reimagined aimed to transition from a points-based system to offering special savings and benefits based on Voice of Customer (VOC) feedback. Initially introduced as a physical kit and vouchers, the program was later digitized to enhance member experience and provide instant activation.
To promote Epicure, a comprehensive 360-degree communication strategy was implemented, encompassing digital platforms, social media, PR, online presence, hotel presence, member communications, database marketing, and partnerships. This multi-faceted approach ensured maximum reach and engagement.
The results have been remarkable. Over the past three years, the program has achieved a revenue growth of 284% and a 60% increase over the fiscal year 2022. Membership has skyrocketed, growing by nearly 1000% in the same period. Epicure continues to redefine luxury hospitality, offering its elite members unmatched experiences and benefits.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
