ITB Berlin launch for innovative 'Gold Points by Rezidor SAS' guest loyalty programme

At a time when business travellers are generally disillusioned with hotel loyalty schemes, Gold Points® by Rezidor SAS, has been specifically designed to provide genuine rewards for guest loyalty and to compete directly with other international hotel loyalty programmes.

Members earn 20 points for every EURO (USD $0.90) of qualifying spend and spend is not just limited to the cost of the room - points can be earned for spending in hotel restaurants, room service or even on laundry bills! On average, Gold Points by Rezidor SAS members will earn the equivalent of one free room-night for every 12 nights' stayed.

"What differentiates Gold Points by Rezidor SAS is that guests are offered a loyalty programme designed specifically with their needs in mind. All members will be offered the best room available, whether for business or leisure, and Status points, that can give access to the higher programme tiers will be earned for both redemption and paid stays. Gold Points do not expire and there are no blackout date restrictions for members redeeming their points for free room nights", said Mike Pilkington, Regional Director, Sales & Marketing, Middle East, Radisson SAS Hotels & Resorts.

There are other benefits too, ranging from discounts in hotel restaurants and complimentary hotel services to cut-price weekend leisure deals. Plus, in a joint commitment with Carlson companies, Gold Points can be earned and redeemed in Carlson hotels in North America, without restriction, including Radisson Hotels & Resorts, Country Inns & Suites, Park Plaza and Park Inns. Gold Points by Rezidor SAS complements the Carlson North American Gold Points scheme, which currently has more than six million members.

The programme is being rolled out in six languages - English, Swedish, Danish, Norwegian, French and German. Hotel guests resident in Europe, Middle East and Africa can enrol at any Radisson SAS hotel or by visiting www.rzgp.com, and start earning points right away, with a 1000 bonus Gold Points enrolment award.

"This unique and innovative loyalty programme is exclusive to us in EMEA," says Rezidor SAS President & CEO Kurt Ritter. "It will enable us to communicate directly with our best customers, with travel offers relevant to their preferences - unlike other schemes which offer all things to everyone.

"We at Rezidor SAS made a conscious decision to create a guest loyalty programme that avoids the pitfalls that other hotel groups have experienced. Our research has shown that frequent travellers are disillusioned by current hotel programmes, finding them unimaginative and with weak benefit delivery. Gold Points by Rezidor SAS has been specifically designed to offer guests what they really want in a simple yet personalised way.

The programme now allows us to compete directly with other international hotel schemes - in fact, Gold Points out performs the majority of these in Europe in terms of ease of redemption and benefits. Even our service principles of 'Host, Fresh & Easy' and 'Yes I Can!' are integrated into the programme, as it focuses on the individual and ensures that every stay is at the very best level."

Regular business trips to Prague, for example, could add up to a family holiday in Hawaii!

Gold Points consists of three member tiers: Blue, Silver & Gold:-

*Blue members receive 20 points per EURO qualified spend, plus a 5% discount off hotel restaurant dining, best available room and other special offers and local discounts.

*Silver members receive 10% off hotel restaurant dining, 15% Bonus points, 10,00EURO off Weekend rates, best available room, free spouse card and *Bag Guard™.

*Gold members receive 15% off hotel restaurant dining, 25% Bonus points, a Weekend Extend offer, best available room, guaranteed room within 72 hours of arrival, free spouse card, free "NetPoint" broadband access, one free item of express laundry or pressing per night, choice of fruit or water on arrival and Bag Guard.*™

Rezidor SAS is currently looking at increased co-operation with airline Frequent Flyer programmes and expanded redemption options with a wide selection of non-hotel partners. It is also looking at possible integration of Gold Points across its other hospitality partners including Park Inn and Country Inn hotels by 2004 in the EMEA territory.