Hotel chain grows its reward program

A popular U.S. hotel chain recently announced plans to cement a partnership that will enhance its customer loyalty program offerings moving forward.

Voila Hotel Rewards, the world’s leading loyalty program that unites more than 250 four- and five-star independent hotels and luxury brands for an innovative take on the reward program.

The reward and loyalty program announced its partnership with the Lexington Collection of hotels, inns and suites, which will enhance its nationwide presence. It also spurred a new program, the Lexington Experience Plus, which expands the number of hotels where Voila members can earn points and experience the VIP treatment.

“We are constantly striving to create a variety of initiatives to enhance our guests’ experiences,” said Bill Hanley, group president of Lexington Collection. “Lexington Experience Plus leverages VOILA’s world-class reputation and will help to differentiate a stay at a Lexington Collection hotel, inn or suite as one of the most rewarding in the United States.”
The program is expected to launch in late 2012 and will give its members the opportunity to join the program for free to start. The plan’s benefits include award nights, priority check-in, room-class upgrades and many more.
The Lexington Collection delivers a new take on the lodging experience for its guests, including personalized service in its 25 properties located across northern China in addition to more than a dozen states in the United States including Illinois, Michigan, Florida, Arizona, New Jersey, New York, Texas, Utah and more.

“We are very proud to add Lexington’s exceptional hotels to our network,” said Peter Gorla, vice president and chief marketing officer of Voila Hotel Rewards. “Our partnership with renowned hoteliers like Lexington reaffirms VOILA’s position as the world’s No. 1 loyalty program for independent hotels. VOILA members, who are passionate about finding unique experiences when they travel, now have a greater array of choices with Lexington Experience Plus.”

Many customer loyalty programs are using the internet and mobile-based web technologies to reach an ever-growing consumer base. Citi recently launched a Facebook application that allows its ThankYou reward members connect over the social network and pool their loyalty points together to purchase coveted rewards or make charitable contributions.

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