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(20/05/24) Australia’s TFE Hotels has overhauled its
loyalty program.
The launch of the eClub Member Program heralds a
departure from the group’s previous subscription-based system to a
more user-friendly membership program with login functionalities.
Twelve months in the making, the eClub Member
Program now offers multi-level user access around the clock in
every time zone and in numerous languages.
And, as TFE Hotel’s first ever global member
offering, the program is designed to better reward and incentivise
its loyal consumer base and attract new guests to the TFE brand.
Pool at vibe Hotel Melbourne Docklands. Picture: TFE Hotels
All current subscribers transitioned to the new
eClub Member Program last month.
“The beauty of this program really lies in its
simplicity. There are no tiers, no points, no unreachable goals –
but a range of instant rewards to enjoy with every booking/stay,”
said Global Marketing Officer, Katia Giurtalis. “This approach
aligns with the research we’ve done around consumer trends, and
instant gratification is a big driver for many travellers and
hotel guests, and that includes during the booking process. At its
heart, eClub isn’t about points or luxury rewards. It’s about
making guests feel special every time they stay, with a range of
instant benefits and personalised perks that make them feel more
comfortable and welcome.”
Members can now login via a password and book
eClub member rates online, instead of using promotional codes as
previously required.
Phase one of the launch includes special rates, deals and instant rewards, all exclusive
to registered members.
“It has been an exciting few years with TFE Hotels
going from strength to strength in a short space of time. We’ve
grown our portfolio in Australia and overseas, invested heavily in
digital, and worked to innovate and develop at every level of the
business. So, the time was right to look ahead and evolve our
member offering too,” said TFE Hotel’s Group Chief Operating
Officer, Chris Sedgwick. “As a group, we’ve taken a deep dive into
members across all segments over the past twelve months. The
result is a modern, international program for all TFE clients to
access and enjoy, which is a major step forward for TFE and our
guests around the world. It’s also a no cost alternative to
traditional hotel loyalty programs for our owners.”
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