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:
In October 2022, Radisson Hotel Group introduced the revamped Radisson Rewards loyalty program, designed to offer guests valuable and exclusive benefits more quickly. VIP members can now reach the highest tier twice as fast, enjoying benefits from day one. The program provides in-stay privileges such as complimentary upgrades, F&B discounts, and post-stay options like carbon-neutral stays. This makes Radisson Rewards one of the few programs to seamlessly integrate green stays into their offerings.
The program emphasizes personalized, consumer-centric benefits, creating a comprehensive member profile that tailors rewards to individual bookings. Members have enhanced digital experiences, with a private online section for quick access to bookings, invoices, favorite hotels, and more.
Radisson Rewards offers exclusive Member Only Rates, room upgrades, and dining discounts. The new dynamic redemption model allows members to choose how many points to spend on an Award Night, combine points with cash for bookings, or use points for hotel services. Additionally, members earn 5 points per dollar spent on meetings and events, up to 250,000 points per event.
Streamlined to three tiers—Club, Premium, and VIP—the program simplifies the path to top-tier status. The Premium tier offers more points than the previous program and features the Discount Booster for future reservations.
To promote the new program, Radisson launched an awareness campaign using humor to highlight the benefits of Radisson Rewards over traditional programs. The campaign achieved a reach of 150 million and 289 million impressions.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
