CENTARA HOTELS & RESORTS today launched its first loyalty program, choosing St. Valentine’s Day to promote its new rewards card and theme – Loyalty from the Heart.
The heart of the new program is its new free Centara – The 1 Card. The card will enable members to accrue points that members can use for a free stay at any Centara hotel or resort, anywhere in Thailand or overseas – without any blackout dates.
“St Valentine’s Day is, we feel, the perfect time for us to launch Centara –The 1 Card,” said Thirayuth Chirathivat, CEO of Centara Hotels & Resorts.
“We feel it will be of great value to our guests and customers, and a very heart-warming and giving way in which we can show how much we value them and how much we appreciate their loyalty.”
There are four tiers to membership — Classic, the entry level; Silver; Gold; and Platinum Elite. Members progress upwards through the tiers simply by earning more points.
At each level the rewards increase, with free room upgrades, early check-in and late checkout, pre-registration, guaranteed room availability, and much more.
Mr Thirayuth said that members of the program would find it very easy to earn points that go towards a free hotel stay. “They will earn five points for every 30 baht they spend when staying with Centara Hotels & Resorts, dining in a Centara restaurant, or relaxing in a Centara spa. And if they book directly through the Centara website and they will earn double these points.
“Members will also earn points when dining in a Centara restaurant or enjoying a Centara spa, even if they are not actually staying in a Centara property and will also earn points when they shop at any Central Retail Corporation store.
“As members progress through the membership tiers, their points carry a bonus rating, enabling fast progress upwards to the maximum rewards level.”
Membership in Centara – The 1 Card is free. It is also fully compatible with The 1 Card, the very successful loyalty program that is operated by Central Retail Corporation Ltd.
“At Centara Hotels & Resorts, we are very much aware that there are many loyalty programs in the market and have created what we feel is a perfect blend of benefits for those who wish to call Centara their second home.”
“A member will accrue points simply by doing something he or she would normally be doing, by staying in a hotel or resort, dining, using a spa, or shopping, and these points can then be redeemed for a free hotel stay.”
Centara – The 1 Card will be promoted in a variety of ways, via advertising campaigns, online and social media marketing, database marketing, and point-of-sale.
“We shall also be marketing through Central Retail’s The 1 Card, and we see that as being an exceptionally strong marketing tool, as there are in excess of 4 million members of The 1 Card in Thailand, and the number is continually growing,” said Mr Bailey.
Members of Central Retail’s The 1 Card will also be able to redeem their existing points for free hotel stays by taking membership of Centara – The 1 Card.
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