Pan Pacific Hotels Group revamps loyalty programme to include local indulgences

Pan Pacific Hotels Group has revamped its loyalty programme Pan Pacific DISCOVERY, as part of the Global Hotel Alliance’s reimagination of the DISCOVERY loyalty programme. The revamp is a significant shift from its previous programme, which provided member recognition based on stays and accumulated room nights.

Under the revamped loyalty programme, Pan Pacific DISCOVERY members will be able to experience more benefits, including the introduction of a new digital rewards currency, DISCOVERY Dollars (D$), as well as additional discounts on room rates and dining experiences, among others. Additionally, members will be able to move up with faster tier progression, and earn and spend D$ on premium hotel amenities and experiences, including all Pan Pacific Hotels Group-owned dining outlets across its global portfolio. 

The introduction of D$ comes after a study by the Group revealed that travellers want to be rewarded instantly and fairly - not just for room nights but also for spending during the hospitality experience. At check-out, D$ earned on previous stays can be used towards the hotel room bookings, room upgrades, dining, spa treatments, and more. The percentage earned on eligible spend ranges between 4% to 7%, depending on the members' tier status - another newly introduced feature in the loyalty programme.

Despite the pandemic, Pan Pacific DISCOVERY’s membership base has seen healthy growth from 2019 to 2021. In Singapore, its membership base increased by almost 60% during the same period. At the same time, room reservations made by Singapore members went up by 161% during 2020-2021, primarily fuelled by domestic staycations when a travel ban was still imposed.

Amidst the gradual rate of travel recovery, domestic demand continues to hold significance for the Group. Hence, the revamped loyalty programme now includes Live Local offerings, a collection of events, activities, amenities and promotions available on property that members can enjoy. According to the Group, the Live Local programme poses a boon to consumers who are currently holding back on travel plans and opting for local indulgences. Furthermore, when mainstream travel resumes, Pan Pacific DISCOVERY members will have access to member benefits in the Global Hotel Alliance’s network of over 500 hotels across 85 countries, including Thailand, Germany, New Zealand and the US.

Moving forward, the Group also plans to roll out Local Offers for indulgences without a stay, such as access to the beach and pool, fitness facilities, and special dining deals. Additionally, the launch of Experiences, which offer bespoke member-only activities that immerse them in their local culture or community - from tours and classes to events and more - is also in the pipeline. This will allow members to enjoy the Group's facilities when in their home country while accumulating D$ earnings in preparation for their next overseas trip or staycation. MARKETING-INTERACTIVE has reached out to Pan Pacific Hotels Group for additional information.

Cinn Tan, chief sales and marketing officer, Pan Pacific Hotels Group, said that the new Pan Pacific DISCOVERY is built around the evolving expectations of its customers, who said that they would like a rewards-based loyalty programme. "With the new Pan Pacific DISCOVERY, our members can now earn and spend DISCOVERY Dollars on rooms, dining, spa, fitness, and Live Local offerings in our hotels. With enhanced benefits and faster tier progression, we look forward to rewarding our loyal members in our growing global portfolio across the world," she said.

Pan Pacific Hotels Group is the hotel subsidiary of property company, UOL Group Limited. The group owns and manages approximately 50 hotels, resorts and serviced suites under its three brands: Pan Pacific Hotels and Resorts, PARKROYAL COLLECTION Hotels and Resorts and PARKROYAL Hotels and Resorts. Collectively, the three brands have close to 15,000 rooms across Asia, Oceania, North America and Europe.

Separately, in June, the Group appointed integrated communications consultancy PRecious Communications to handle PR strategy, planning and counsel in Asia Pacific. The appointment followed a pitch held in March and April this year and is for a year covering Pan Pacific Hotels Group and its portfolio of brands. The Group also appointed Publicis Groupe’s Digitas as its CRM agency globally. Digitas's CXP arm currently focuses on understanding customer behaviours using data insights, which in turn informs the hotel group the customer journeys and engagement programmes.

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