Cas B&B Hotels, e-Club

Loyalty programme for business customers and the general public

Challenge

• How can we increase room occupancy rates during the week, and especially at the weekend?
• How can we encourage direct bookings?

Solution

• Launch of a points-based loyalty scheme with a membership fee (€69 per year). Members enjoy a permanent 10% discount, earn points on their stays and gain access to VIP services and exclusive offers. They can redeem their points for free weekend stays or gifts.
• A multi-channel engagement plan, including measures to retain members and encourage subscription renewals.