What Does a Global Loyalty Programme Really Deliver – Beyond Theory and Promises?

Jana Popp, General Manager of the Best Western Plus Kurhotel an der Obermaintherme in Bad Staffelstein, shares practical insights into how the Rewards programme impacts guest loyalty, booking behaviour and price sensitivity. She also highlights the tangible benefits for guests—and where challenges still remain.

 

Ms Popp, you were first introduced to the Best Western Rewards programme when your hotel joined the Best Western Plus brand in 2014—what was your initial impression?

Jana Popp: I found it immediately very exciting. Previously, we had our own loyalty scheme based on traditional stamp cards—extremely cumbersome for both guests and staff. By comparison, the digital Rewards programme was transparent and far more efficient.

How did the transition work for your existing regular guests?

Jana Popp: Very well—because we actively managed it and communicated it very transparently. We upgraded our top regular guests straight to a higher tier so that they wouldn’t feel disadvantaged by the change. This could be aligned individually with Best Western. Looking back, it was absolutely the right decision and was very well received.

What tangible improvements has the Rewards programme brought to your day-to-day operations?

Jana Popp: As mentioned, above all efficiency and transparency. No more discussions about lost cards or missing stamps—everything is digital and traceable. And importantly, the programme encourages guests to return more deliberately and strengthens their attachment to the brand.

Which guests benefit most from the programme, in your view?

Jana Popp: Clearly our regular guests and business travellers. But the real advantage is that the programme works globally. Guests can earn points not only with us but across all participating hotels—that makes it far more attractive than a stand-alone solution.

What direct added value do Rewards members experience at your hotel?

Jana Popp: The key benefits for us are complimentary early check-in and late check-out (subject to availability). Normally, we charge for these. In addition, there are complimentary room upgrades, also subject to availability. The crucial point is that these benefits are tangible and relevant—not just symbolic.

Does the Rewards programme influence your guests’ booking behaviour?

Jana Popp: Definitely. Guests know what they get with us—added value, service, and benefits. I no longer have to offer discounted rates to win guests back. Those who know and use Rewards make more conscious decisions and are less driven by price.

How has participation in the programme affected your key performance indicators?

Jana Popp: We’ve seen several effects:

• A noticeable increase in repeat guest rates
• A higher share of direct bookings, as Rewards members use our channels more deliberately
• At the same time, higher average revenue per stay from these guests—for example through additional service sales

Do you actively use the programme for marketing and demand generation?

Jana Popp: Yes, for example via Rewards newsletters. We promote specific offers or anniversaries there. Rewards members receive this information earlier and more exclusively. This sense of exclusivity is extremely important—guests want to feel privileged.

What additional operational effort does the programme require from your team?

Jana Popp: Overall, the effort is very manageable in day-to-day operations. Enrolling guests or redeeming benefits has become routine. However, certain promotions—such as double points—still require additional manual steps. When you have a high volume of Rewards guests, this can be operationally demanding. I’m hoping for improvements through increased automation.

If you were to summarise the overall impact on your business, what is the greatest benefit?

Jana Popp: I would highlight three points:

• Greater loyalty and repeat bookings
• Lower price sensitivity
• A more professional market presence

The programme helps us not just sell rooms, but build long-term guest relationships.