Loews Hotels Relaunches Guest Loyalty Program
Loews Hotels is introducing a new guest loyalty program with the same title as its prior program, but with a fresh set of features.
The new version of the “Your First” program provides guests with benefits from the first night they stay at any of the hotel’s locations. They’ll receive Internet and health club access as a member with their initial visit.
Each member is eligible to receive the corresponding benefits for 12 months, unless they achieve a new membership level. There are three status levels beyond basic membership: ‘blue’ at two to four stays; gold, five to nine stays and platinum at 10 or more stays.
“It’s really a completely new kind of program based on the number of stays,” said Loews spokesperson Emily Goldfischer.
Loews research among its guests revealed that access to the Internet and health club facilities were the top two benefits guests were eager to earn at the hotel’s locations, according to Goldfischer. She said the new program seeks to encourage repeat business and also aims to provide incentives for guests to stay at different Loews hotels.
Benefits include American Express membership rewards points and partner discounts for all Loews membership categories. Free room upgrades, late checkout, guaranteed room availability and free access to fitness centers are also among the amenities being extended to basic member status. Blue and platinum members gain free Internet access. VIP amenities are extended to gold and platinum members.
Guests booking reservations with groups will also be eligible to become You First members, a feature not offered under the previous program.
All Loews’ You First members can receive discounts off partners’ products, such as 20% off Fisher-Price online orders of $75 or more, a 30% discount for home delivery of Fiji water and 30% off Kuerig home brew coffee makers, among other offerings.
Loews is communicating its the revamped program to existing members by e-mail, according to Goldfischer, who said the hotel chain is currently in a “soft” rollout phase to promote the program. A more aggressive campaign for new customers is planned for sometime next year.
Hotel signage at all Loews locations is also in place to make guests aware of the new program.
Current loyalty members will retain their status for six months. Loews guests can register for the new program at hotel registration desks, through the company’s call center, at 1-877-LOEWS-14, or online in the
You First section.
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