Regal Hotels revamps loyalty programme to create personalised customer experiences

Regal Hotels International has unveiled a revamped loyalty programme Regal Club, to create a more holistic and personalised experience for customers, by offering more rewards and benefits for its members.

In a conversation with MARKETING-INTERACTIVE, Philip Chau, vice president, group head of marketing, Regal Hotels International, said this is an important phase in its new loyalty programme, which has the goal of consolidating multiple legacy lines of businesses and provided a smooth and centralised experience for customers.

“This will be the foundation of the Regal Hotel Group ecosystem, providing a customer-centric loyalty programme that offers a wider range of rewards and inspiration. In the first phase launched earlier this year, we launched this for our F&B business. This phase we expand to all of our rooms and also include the new feature Regal Dollars where members can spend their points like cash,” he added.

Done in collaboration with digital agency Deloitte Digital, a key element of the revamp is bringing together multiple legacy systems into one, Chau added. This enables a cohesive data culture and operational efficiency, and provides Regal’s customers a centralised “One” access to the various lines of business in the group.

“This also helps establish our brand as an innovator and openness to explore and invest in the digital transformation of customer engagement. We wish this can provide some renewed excitement and confidence for our fans,” he added.

In terms of how the revamp will impact marketers and advertisers, Chau said one core component is a consolidated database. “This provides us with wider and deeper customer insights to better understand the behaviour and preference of our customers,” he said.

The launch also comes with a fully realised marketing automation platform, which allows Regal to effectively communicate with customers in a data-driven manner to provide a personalised experience, hence increasing conversion and engagement for the business.

“It is very exciting to see the launch of the second phase of our Regal Club loyalty programme. This is an important step in creating a holistic and personalised experience for our customers[…]Backed by a solid data and marketing automation foundation, we are now able to more effectively understand and communicate to our customers. This is by no means a small task, so great work by the loyalty marketing team,” he added.

Don't miss: Regal Hotels revamps all hotel websites with strong local HK element

Back in August, Regal Hotels International revamped all 17 websites of its subsidiary hotels as part of its ongoing plan to transform and innovate the brand.

Chau told MARKETING-INTERACTIVE previously that the websites are designed with simplicity and visual impact in mind. "Today’s customers look for an enjoyable journey that is easy and quick. Therefore our approach leveraged a lot of visually stunning images, simple text, and graphical icons and elements," he added.

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