Omni Hotels & Resorts is rethinking its take on guest loyalty with the official relaunch of its Select Guest Loyalty Program. The redesigned program has expanded to recognize and reward guests for the entire scope of their stays, encompassing various on-property expenditures and experiences, from dining at on-site restaurants to spa indulgences and golf outings.
By focusing on overall spend, rather than just the number of nights booked, this innovative approach aims to make elevated status more accessible, unlocking exclusive privileges and making Free Nights easier to earn.
"Amidst a landscape where many loyalty programs are reducing benefits, we're genuinely adding value to our Member experience," said Josh Belkin, Vice President of Loyalty & Customer Engagement at Omni Hotels & Resorts. "The goal is to inspire our guests to explore more destinations and engage in more unique activities while staying at our properties, in turn creating a truly immersive experience that goes beyond traditional hospitality. We call it 'Rewards Beyond The Room’." He added, "We've given our Select Guests a faster path to achieve not only elevated Status, but Free Nights. There's never been a better time to be an Omni Select Guest Member."
Building upon the Select Guest program’s existing recognition and benefits structure, the revamped membership levels—Member, Insider, Champion, and Icon Status—offer varying degrees of rewards and earned special amenities. All Select Guest Members enjoy such benefits as a welcome drink, Wi-Fi and access to on-property Loyalty Ambassadors, who are on hand to help guests optimize their stay and provide custom-tailored services.
Higher-status Members enjoy additional perks, like morning beverage delivery, room upgrades, early check-in and late check-out, and additional personalized amenities, such as supplying the guests’ preferred in-room drinks. Those with Champion and Icon status earn Omni Credits at twice the typical rate, accelerating the attainment of Free Nights. Members with top-tier Icon Status gain access to such exclusive privileges as chef-created arrival amenities, two-category room upgrades, unlimited complimentary clothes pressing and shoe-shining services, and the ability to gift Select Guest Champion Status to one other person.
Select Guest Status is now determined by the guest’s Tier Dollars that they’ve cumulatively accrued within one calendar year, encompassing various charges, such as room rate, food and beverage, spa, golf, retail, recreation and more (provided expenses are charged to the room).
An exciting aspect of the Select Guest Loyalty Program is that elevated status levels can be achieved in as little as one stay, providing a faster path to higher loyalty status and Free Nights, compared with competitor programs. For example, moving from Member to Insider status requires just $1,000 in annual spending, meaning that a weekend stay with some dining, spa services or golfing enjoyed on property could launch you up one level. In fact, in many cases, guests can unlock upper-level Champion or Icon Status after only a few stays, while achieving top-tier status with other hospitality loyalty programs usually requires stays of 50 or more cumulative nights.
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