At this year’s annual Loyalty Awards ceremony, ICLP and the Carlson Rezidor Hotel Group, collected two awards for Club Carlson, the hotel group’s rewards programme. These prestigious awards, created by Loyalty Magazine and held at Grosvenor House, celebrate excellence and innovation in the loyalty industry.
The first award, in the Best Use of Communications in a Loyalty Programme category, was for the ‘New Year’ campaign, which let programme members start the year off with a bang. To show how much their continuing loyalty is appreciated and encourage more stays in 2014, ICLP supported Club Carlson to revive cherished memories by pulling together personal collages of photos and status updates using a specially created Facebook app. This was complemented by a trip planner tool to inspire future bookings.
The ‘Nordics’ campaign was the second win, this time in the Best Use of Customer Analytics/Data in a Loyalty Programme category. ICLP conducted a deep dive into booking behaviour data and found that the vast majority of Nordic members prefer staying within their own region. Further analysis enabled micro-segmentation and, therefore, emails content that was extremely relevant to readers and that promoted Club Carlson hotels in the Nordic region. This award was given for using customer data to develop and improve the loyalty programme.
“We have always taken pride in being one of the most rewarding loyalty programmes in the travel industry,” said Teresa Comparato, Director of Loyalty Marketing EMEA at Carlson Rezidor Hotel Group. “We value our members and find every possibility to reward their loyalty and gratify them instantly for choosing our hotels. We are delighted that our collaboration with ICLP’s hard-working team to create effective member communication has been recognised by the esteemed Loyalty Awards. Once again, I want to say to all our members in Europe, Middle East & Africa a mega THANK YOU.”
Mark Evans, ICLP General Manager UK & EMEA, said, “Achieving such industry recognition is wonderful and a direct reflection of the tremendous relationship we have with Carlson Rezidor. Not only that, but the future looks extremely bright as the intelligence we are now able to leverage from various data and behavioural sources ensures we are increasingly capable of creating a more rewarding and relevant experience for all Club Carlson members.”
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