Photo courtesy of AM Resorts

AM Resorts has introduced an automatic booking bonus as the latest enhancement to AMRewards, its travel agent loyalty program.

The new feature was launched on the first anniversary of the program’s introduction in September 2015. The automatic booking bonus retrieval process allows agents to see a deposit on their AMRewards Visa prepaid cards within 24 hours, versus the one to two weeks the process used to take, according to Colette Baruth, vice president of sales, marketing and revenue management.

The branded Visa card is used in the program for direct payment of booking bonuses and easy redemption.

Other new features are in the works. “We like to view AMRewards as an ever-changing initiative,” Baruth said. The company also plans to upgrade its AMRagents.com website with quick, single sign-on access to AMRewards as well as to its Master Agent education program.

The enhancements to AMRewards, many of which will be administrative, include improved reporting “which will allow us to really hone in on a variety of interest areas,” said Baruth. “We are also creating a promotional piece which will allow us to run extremely targeted, dynamic campaigns. This component will be available in the first quarter of 2016.”

There are now 17,000 agents registered in AMRewards. They’ve earned 150 million points for a total of 113,000 bookings and they’ve redeemed awards totaling $1.8 million, said Baruth.

The program’s point-based system includes the branded Visa cards, automatically-generated stay certificates for complimentary nights at any AMResorts property, and client gift vouchers for perks like spa treatments, romantic dinners and breakfast in bed.

AMRewards allows agents to share booking benefits with their clients to enhance their vacations. It also provides agents with customized e-communications, alerting them to new booking incentives and point redemption opportunities; co-branded marketing materials, and on-demand webinars.

Baruth called agents, who are responsible for 92 percent of its business, “the most important component of the success of AMResorts’ growth.” The company has grown to 42 resorts and six brands. “Their support continues to increase as we grow, if our AMRewards program is any indication,” she said.