Mirvac Abandons Loyalty Programs
Mirvac Hotels and Resorts and the Global Hotel Alliance have dumped the traditional points loyalty program in favour of offering ‘local experiences’ as rewards to their customers.
The new GHA Discovery Program was created to give guests a taste of local culture and the unique ‘experiences’ on offer can often not be bought or easily obtained.
The GHA is a worldwide consortium of over 300 hotels and includes the 45 Mirvac Hotels and Resorts across Australia and New Zealand. Guests of the GHA hotels are invited to join the GHA Discovery Program which has 3 levels of membership: Gold, Platinum and Black. Each level is determined by the number of eligible nights stay in a GHA hotel and each level comes with an increasing amount of benefits and ‘experience’ choices.
Gold level is achieved instantly on joining and after the first night’s eligible stay, the member will earn their first Gold level ‘experience’ which can be redeemed on a future stay. Gold level members will also receive free internet access, their choice of newspaper and bottled water. Filling out the member preferences profile will ensure the stay is personalised to suit. Every subsequent first stay in a new brand of GHA hotel will earn a new ‘experience’.
After staying 10 nights or more in a calendar year in a GHA hotel the member will move up to Platinum status and instantly earn a Platinum level ‘experience’. Platinum status offers all the benefits of Gold status plus a room upgrade, 3pm late checkout, guaranteed room availability up to 48 hours prior to arrival and a local amenity. Additional Platinum ‘experiences’ will be earned every time the member stays at a new GHA hotel brand for the first time.
Black level status is achieved by staying for 30 or more nights in a GHA hotel in a calendar year. A member with Black level status receives all the benefits of Gold level and Platinum level plus early 9am check in, late 6pm checkout, double room category upgrade at check in, guaranteed room availability 24 hours before arrival, choice of local amenity and varying hotel benefits. Achieving this level gives the member instant access to a Black level ‘experience’ and additional ‘experiences’ are again earned each first time the member stays at a new GHA hotel brand.
Mirvac Hotels and Resorts has put together a unique collection of experiences to offer GHA Discovery Program members. Each one has been designed to give an original ‘taste’ of local culture and provide an exciting adventure that few other traveller’s will ever get to experience. The ‘experiences’ vary in length, starting from short, 1/2 hour express experiences for the business traveller with little time to spare to full day tours for the leisure traveller.
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