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The Warsaw Voice » Special Sections » November 3, 2014
Poland - Meetings Destination
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Exclusive Privileges from Le Club Accorhotels
November 3, 2014   
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Joanna ¦wierkosz, deputy director of the sales, distribution and marketing department for Poland and the Baltic states at Orbis S.A., talks to the Voice about the benefits of Le Club Accorhotels, the Accor Group’s free loyalty program. The program, launched in Poland in 2008, has 15 million members worldwide, including 400,000 in this country.

Who can become a member of Le Club Accorhotels?
The Le Club Accorhotels free loyalty program is available to all Accor hotel guests. Once you sign up, you are instantly recognized as a member and are offered personalized services at Accor hotels. This is also an opportunity for all those who like to gain extra benefits during each stage of a trip. In order to become a member, all you need to do is fill out an application form available at the reception desk of any hotel participating in the program or at www.accorhotels.com/leclub

How are Le Club Accorhotels points collected?
In Poland and the Baltic states, you can collect points at Pullman, Sofitel, Novotel, Mercure, ibis, ibis Styles and Orbis hotels. The points are awarded for all services you use during your stay. The principle is simple: the more you spend, the more points are allotted to your loyalty program account. Our hotel guests can also exchange and collect points with our partners, including Club Med, Europcar, Lenôtre, Shell and over 20 airlines such as Air France and Lufthansa.

Why do you think the Le Club Accorhotels program is becoming increasingly popular?
Le Club Accorhotels is unique because of its high level of flexibility. It allows members to spend their reward points anywhere in the world without restrictions such as expiration date or access issues. The program is available at almost 3,000 hotels from 13 brands around the world, from economy to luxury hotels. Le Club Accorhotels members have around-the-clock online access to their accounts and can manage their preferences and bookings, find personalized offers with preferential prices, exchange reward points for prizes or use the points to pay for accommodation.

What are the benefits for membership card holders?
Le Club Accorhotels members gain extra privileges depending on the status of their membership cards and the brands of hotels they are staying at. Silver card holders receive a welcome beverage and can use the late check-out service. Gold and Platinium members are offered premium rooms and can be sure their rooms are available even three days ahead of their arrival. They also have access to the VIP floor. Regardless of their card status, Le Club Accorhotels members are entitled to a fixed discount of zl.20 off the price on the day when they book online.

Importantly, Le Club Accorhotels points never expire as long as you spend at least one night at a participating hotel a year. Our loyal guests are granted priority access to special offers and discounts and can also exchange their points for hotel vouchers and frequent-flyer miles. One of the biggest treats are our Money Can’t Buy offers, which in the past have included tickets to the Euro 2012 soccer championships, tickets to Disney movie previews and invitations to one-of-a-kind exclusive events such as a 17th-century-style dinner at the Palace in Wilanów. This year, we are inviting our guests to dinner event inspired by the famous Thursday dinners [that Polish King Stanisław August Poniatowski organized for writers and artists at his residence in Warsaw’s Royal Łazienki Park]. Our latest service, which I hope our customers will like, is an electronic check-in and check-out. We have named this the Welcome project. Two days before planned arrival, our guests receive an electronic invitation to check in at their hotel. Then, on the arrival day, a welcome text message is sent to their cell phones complete with how-to-get-there directions, adapted to the means of transportation they choose. When they arrive, guests only need to pick up their room keys. In order to check out, all you need to do to is return the key to the staff and your bill will be sent to you electronically.

Who is the average loyalty program member?
Our program has over 15 million members and the largest group among them are people who often travel on business. We can see a pattern where people collect points while on a business trip during the week and then spend them on vouchers during private trips. Market segmentation allows us to get specially selected messages across to the right groups. We try to personalize our offers and tailor them to the preferences and needs of our guests.

How does the Le Club Accorhotels program affect sales?
You need to remember that loyalty programs are among the most rapidly developing marketing tools at the moment. We want Le Club Accorhotels members to feel special at our hotels. They have to know we care about them and treat them as priority customers. Our objective is to reward them for their loyalty. We use the program to encourage growing numbers of customers to take advantage of direct sales channels. This way, we get a clearer picture of what our guests need, we strike up a relationship with them and stay connected. As part of our new customer reward strategy, on July 1 we introduced a new service where members are offered 25 percent more points and have more ways to use the points. As a result, our guests are keener to book with us again and get even more satisfaction from the service they get at our hotels.

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