Centara launches loyalty card

BANGKOK, 13 February 2013: St Valentine’s Day, 14 February, will see Centara Hotels & Resorts launch its new loyalty card under the theme, “Loyalty from the Heart”.

Centara – The 1 Card allows members to accrue points that can be redeemed for stays in a Centara hotel or resort, anywhere in Thailand, or overseas, with no blackout dates.

“St Valentine’s Day is…the perfect time for us to launch Centara – The 1 Card,” said Centara Hotels & Resorts chief executive officer Thirayuth Chirathivat.

There are four tiers to membership; Classic, the entry level; Silver; Gold; and Platinum Elite.

Members progress upwards through the tiers is gauged simply by earning more points.

At each level the rewards increase, with free room upgrades, early check-in and late checkout, pre-registration and guaranteed room availability.

Mr Thirayuth said members would find it very easy to earn and redeem points for hotel stays.

“They will earn five points for every Bt30 they spend when staying at a Centara Hotels & Resorts, dining in a Centara restaurant, or using Centara spa services.”

To support the Centara website and card members will earn double points when booking online.

“As members progress through the tiers, their points carry a bonus rating, enabling fast progress upwards to the maximum rewards level,” he said.

Centara – The 1 Card is also fully compatible with The 1 Card, a loyalty programme operated by Central Retail Corporation Ltd.

Centara Hotels & Resorts senior vice president for sales and marketing, Chris Bailey, said that the company believes the basic premise of membership will itself be a powerful marketing tool.

“A member will accrue points simply by doing something he or she would normally be doing, by staying in a hotel or resort, dining, using a spa, or shopping, and these points can then be redeemed for a free hotel stay.”

“So membership, and use of membership, carries tangible rewards without any great shift in lifestyle patterns.”

Centara – The 1 Card will be promoted in a variety of ways, via advertising campaigns, online and social media marketing, database marketing, and point-of-sale.

“We shall also be marketing through Central Retail’s The 1 Card, and we see that as being an exceptionally strong marketing tool, as there are in excess of 4 million members of The 1 Card in Thailand, and the number is continually growing,” said Mr Bailey.

Sourced: ttrweekly