Omni Select Guest Turns 21
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Omni Select Guest Turns 21
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Category: Worldwide
This is a press release selected by our editorial committee and published online for free on 2010-04-28
Luxury Hotel Brand's Loyalty Program Celebrates Milestone with Birthday Party
Twenty-one is a special birthday, and Omni Hotels & Resorts is celebrating accordingly. Select Guest, Omni's loyalty program, is turning twenty-one, and to mark the occasion, Omni is throwing sensational birthday parties across the brand on Tuesday, April 27 and preparing a special offer for program members. From 5 to 7 pm that evening, all guests are invited to the lobby for Champagne, martinis, cake, petit fours and more to toast the special occasion.
While twenty-one years is truly noteworthy, Omni is also celebrating exactly one year to the day since launching sweeping enhancements and improvements to the iconic loyalty program, making it better than ever. On April 27, 2009, Omni added a new top tier and expanded base level benefits to include complimentary pressing, shoe shine, bottled water and eco-friendly housekeeping options. Membership also gave guests the ability to earn free nights in a simple, easy formula - guests can earn one complimentary night for every 10 nights. These new benefits were instituted on top of the already existing great recognition and rewards, many of which are considered hallmarks in the industry and among guests, such as complimentary Wi-Fi and personalized morning beverage delivery. Select Guest members also receive exclusive offers, express check-in and check-out and evening turndown service.
In celebration, Omni has put together a list of the "21 Best Things about Select Guest" - many from the past year:
1. Select Guest is the first hospitality loyalty program that is not points based.
2. Select Guest members receive more than 14 benefits at the Gold Level (base level) - one of the most robust hospitality loyalty programs.
3. Select Guest has the easiest way to earn free nights - members can earn one complimentary night for every 10 nights stayed.
4. Select Guest offers more than $30 per night of value, including the would-be cost of complimentary pressing, Wi-Fi, morning beverage delivery and bottled water.
5. Select Guest recognition and rewards and managed on the property level by Loyalty Ambassadors who can assist members with virtually any need at any time.
6. Enrollments have increased by 94 percent since the relaunch of Select Guest.
7. Select Guest stays have grown 53 percent since the relaunch of the program.
8. Similarly, Select Guest nights have grown two-fold since the relaunch of the program.
9. Nearly 90 percent of Select Guest members would recommend Omni to friends or family.
10. Select Guest members have grown to comprise 28 percent of all guests.
11. Select Guest members have a lifetime value nearly double of non-members.
12. Select Guest members stay at more hotels within the brand than non-members.
13. Select Guest members rate the Omni brand higher in overall experience than non-members.
14. Despite already being highly satisfied, guest satisfaction scores have risen since the Select Guest program relaunched last year.
15. Nearly 5,000 Select Guest members have reached the Black Level in the program since last April with more than 20 nights accrued in the year.
16. 27 percent of Select Guest members stayed multiple times with Omni, compared to only 7 percent of non-members in the span of one year.
17. Select Guest members have already earned thousands free nights since the relaunch of the program.
18. 70 percent of Select Guest members have chosen free nights over airline miles.
19. Select Guest members at the Black Level receive 21 benefits that non-members do not receive; plus many of the Gold or Platinum Level benefits are enhanced.
20. Select Guest members are eligible to receive exclusive offers ahead of non-members.
21. Select Guest is soon to be part of the first multi-brand hotel loyalty program. This summer, the Global Hotel Alliance will launch Discovery across its 12 brands and nearly 300 hotels on six continents.
For "one to grow on," Omni will be issuing a "Buy One/Get the Second Night Free" offer to Select Guests in the next few weeks for summer weekends from Memorial Day to Labor Day exclusively to members with an email address in their profile. Each member will receive a special promotional code for themselves and one to share with a friend or family members.
"We're so pleased to be able to mark this special occasion with our guests," said Tom Santora, chief marketing officer of Omni Hotels & Resorts. "Over the last year, we've expanded Select Guest into one of the most user-friendly and robust programs around. We look forward to continuing to serve our valued guests and give them something special for the summer to show our appreciation."
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