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SilverNeedle® Hospitality reinvents the rules of hotel loyalty programmes

June 23, 2015 Loyalty No Comments Email Email

SilverNeedle® Select is a new eco-friendly frequent guest rewards programme that focuses on the professional and leisure lifestyles of business travellers. The innovative programme, developed by SilverNeedle® Hospitality, was launched on

1 June 2015 across all SilverNeedle® Hotel Brands including SilverNeedle® Collection, NEXT Hotels®, Sage Hotels™, Chifley®Hotels, Country Comfort® Hotels, Australis® Hotels and Sundowner® Inns.

This new programme has replaced the former cash-back The Escape Club programme.  Using a refreshingly-new digital loyalty platform that is totally eco-friendly, SilverNeedle® Select Guests will have no plastic cards to carry nor leave behind any paper trails. In addition, there is no joining fee nor complicated enrolment forms. Enrollment is instantaneous when the guest makes a reservation through the SilverNeedle® Hotels website. The SilverNeedle® Select Lifestyle Portal is a self-service website that guests can access whenever, wherever using whatever digital devices they prefer.

With every eligible stay booked directly with SilverNeedle® Hotels, SilverNeedle® Select Guests will be awarded $ilver Dollarsbased on their total spend. These $ilver Dollars can be redeemed via the SilverNeedle® Select Rewards Mall for a wide range of rewards, including petrol cards, movie tickets, shopping gift cards and hotel cash vouchers. At higher reward tiers, SilverNeedle® Select Guests can redeem VIP access to mega events such as the F1 Grand Prix, Australian Tennis Open, red-carpet movie premiere and international fashion week.

“We studied different hotel loyalty programmes available globally then de-constructed them and adapted their best practices. We then devised an innovative 100% eco-friendly frequent guest rewards programme that revolves around our guests and their lifestyles,” said Mr Iqbal Jumabhoy, Chief Executive Officer & Group Managing Director of SilverNeedle® Hospitality.

“Everything about SilverNeedle® Select has been designed to be convenient and easy for our guests. At the same time, this new programme allows us to better understand, engage and interact with our guests in a more responsive way thereby enabling us to cater to their changing needs,” added Mr Jumabhoy. “The programme takes guest recognition to new levels with welcome rewards via mobile messaging, personalised welcome videos, secured e-Wallets and individual profiling such as The Road Warrior, The Romantic and The Eco-Traveller that guests can identify with.”

Partnering with CPR Vision Management, South East Asia’s leading CRM, digital and loyalty marketing agency, SilverNeedle® Select is a game-changer in rewarding and recognising hotel guests. “SilverNeedle® Select is refreshingly different from traditional rewards or loyalty programmes,” said Mr Cameron Richards, Chief Executive Officer of CPR Vision Management.

“The centralised digital marketing platform houses data from all hotel brands globally enabling SilverNeedle® Hospitality to have a full 360 degree view of their guests. This helps improve guest engagement while the SilverNeedle® Select architecture allows them to use targeted, personalised and relevant multi-channel content to deliver what their guests want on demand as well as provide innovative “surprise and delight” rewards,” added Mr Richards.

To celebrate the launch of the programme, every SilverNeedle® Select Guest stands a chance to win Holiday for Life! (#SNSholiday4life) vouchers from 1 June to 31 December 2015. Winners will receive these cash vouchers every year, until age 65, for memorable holidays at all participating SilverNeedle®Hotels.

To learn more about the benefits and rewards of SilverNeedle® Select, please visit Rewarding every time, anytime.

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