Type | LLC |
---|---|
Industry | Travel, Hospitality |
Headquarters |
Newport Beach, CA, United States Barcelona London Dubai Singapore Shanghai |
Number of locations | 250 hotels (worldwide) |
Area served | Europe, Middle East, Asia, North America, South America |
Products | Loyalty Program, Customer Relationship Management |
Parent | Hospitality Marketing Concepts, LLC |
Website | voilahotels.com |
VOILÀ Hotel Rewards is a hotel loyalty program operated by Hospitality Marketing Concepts. The VOILÀ Hotel Rewards program was created in 2008 for frequent guests of boutique hotels and independent hotel chains. Members can earn and redeem points at participating hotels regardless of brand or location. The program relies on repeat guests and rewards frequent stays with increased status and additional privileges. VOILÀ Hotel Rewards is free to join and enrollment in the program is offered online at www.vhr.com.
Contents |
There are three levels of membership in VOILÀ Hotel Rewards: Phoenix, Orion and Centarus.[1] Phoenix is the introductory level and is awarded to anyone who joins the program. Orion status is achieved after 10 night stays are completed in a rolling 12-month period. Cantaurus status is achieved after 20 night stays are completed in a rolling 12-month period. Orion and Centarus elite tiers offer additional benefits including increased point earnings, room upgrades, and access to exclusive lounges. Centaurus tier members also enjoy no blackout dates on reward reservations.
Members earn points contingent upon their program tier status. Points are collected in a member’s account and can be used to purchase hotel nights. Every member earns a base rate of 10 points per US$1 spent. Orion members earn an additional 25 percent point bonus. Centaurus tier members earn an additional 50 percent point bonus [2].
VOILÀ Hotel Rewards offers members a number of promotions. These include double point and extra earning offers for stays typically within a one to two month period.
November 23, 2010 VOILÀ Hotel Rewards announced [3] a partnership with TopGuest. Topguest is a service that rewards users with loyalty points and perks for virtual “check-ins” via major location-based-services applications, such as Facebook Places, Twitter and Foursquare. VOILÀ members receive 50 VOILÀ points for every virtual Topguest “check-in” on Facebook Places, Twitter or other participating location-aware applications.
Partner hotels co-brand their programs with VOILÀ Hotel Rewards marketing materials and become active members of the program’s network. Nearly 300 hotels on 5 continents, and in 13 countries, and 122 cities currently belong to the program.
VOILÀ Hotel Rewards launched in June 2008 with Husa Plus, a co-branded program for Husa Hoteles [4]. The Husa Plus program is currently offered at approximately 145 Husa Hoteles throughout Spain, Argentina, Andorra, Egypt, France and Belgium.
Coral Hotels & Resorts joined in December 2008 with a co-branded program called Hadaya. The Hadaya program is offered at nine Coral Hotels and Resorts in the Middle East throughout the UAE, Oman and KSA [5].
The VOILÀ loyalty co-branded program Lucerna Rewards program launched May 25, 2009 with Hoteles Lucerna a Mexican hotel group with five-star properties in Tijuana, Mexicali, Culiacan, Ciudad Juarez and Hermosillo.
Continental Hotels the first Romanian hotel group, launched their VOILÀ network hotel loyalty program, Continental Hotels Rewards on June 10, 2009. Continental Hotels offer accommodation and full facilities for business meetings, conferences, trainings and also to corporate or private events. Continental Hotels properties are located in the city centre of Bucharest, Arad, Oradea, Sibiu, Suceava, Portile de Fier, Turnu Severin, Timisu de Sus, and Tirgu Mures.
VOILÀ has a loyalty program partnership with Swiss-Belhotel International [6]. Swiss-Belhotel International manages approximately 30 hotels are in China, Vietnam, The Philippines, Malaysia, Indonesia, Australia, Kuwait, Jordan, Oman, Qatar, Saudi Arabia, United Arab Emirates and Yemen.
Kayumanis is a collection of intimate villa retreats located in on the mystical island of Bali as well as a provincial China. Kayumanis Ubud, in Indonesia, was voted as the winner of the 2009 Crystal Award Asia Pacific for the Best Boutique Hotel Spa [7].
Othon now manages a variety of small hotels in some of Brazil’s most beautiful destinations, such as Buzios, Cabo Frio, and Petropolis, as well as larger properties in Brazil’s major cities as well as those abroad such as Buenos Aires, Lisbon and San Francisco. In 2003 the Othon Suites brand was developed to offer apartment-style hotels for longer-stay guests. Today, Othon Hotels offers over a diverse portfolio of 2,000 rooms across 28 properties and five brands, in Brazil, Portugal and the USA. Future plans include the development of more resorts in the Northeast, the present focus being the refurbishment and modernization of all existing properties. Othon's loyalty program with VOILA was launched on January 20, 2011 in Rio De Janerio, Brazil [8].
Deville Hotels was founded in 1974 in the city of Curitiba, southern region of Brazil. It has a total of ten luxury, midscale and economy class properties in nine Brazilian cities.
VOILÀ has a loyalty program partnership with Amari Hotels and Resorts, part of the ONYX Hospitality Group [9].
Points accumulated in a member’s account can be exchanged for stays at any hotel in the VOILÀ Hotel Rewards network. The number of points required for an award night varies per hotel [10].
In addition to exchanging points for stays at hotels, members may reedem their accumulated points with program partners.
October 7, 2009 VOILÀ Hotel Rewards announced [11] a partnership with TheFirstClub.com to offer music, PC games, and mobile content as part of its VOILÀ’s global loyalty program redemption offerings. Through this partnership, VOILÀ members are able to redeem their points in exchange for TheFirstClub.com vouchers. They will then access TheFirstClub.com download platform, enter their unique code and redeem a download of their choice from a library of over 2 million types of content, supported by many local languages.
As of October 13, 2009 VOILÀ Hotel Rewards members may redeem 9 VOILÀ points for each Delta SkyMiles mile.
May 13, 2010 VOILÀ Hotel Rewards announced [12] a partnership with MexicanaGO. The partnership between VOILÀ and MexicanaGO means VOILÀ members will receive 500 MexicanaGO Points for every 2,500 VOILÀ points they convert.
November 9, 2010 VOILÀ Hotel Rewards announced [13] a partnership with Qatar Airways’ Privilege Club. The partnership between VOILÀ and Qatar Airways’ Privilege Club means VOILÀ members will receive 150 Qmiles for every 1,000 VOILÀ points they convert.
In December 2010, VOILÀ partnered with Worldreader.org to provide members with an opportunity to convert their VOILÀ points into a cash donation [14]. Worldreader.org is a non-profit organization whose mission is to bring e-readers (like Amazon.com’s Kindle™) to children in developing nations where illiteracy rates are highest . Instead of giving children one book, e-readers can place entire libraries of books in children’s hands. The devices use cell phone networks to access areas the Internet can’t, consume little power, and have proven to be a great tool in the classroom. [15]
Features of VOILÀ Hotel Rewards including earning points, increasing status through frequent stays, and redemption of points for hotel stays are similar to the hotel loyalty programs of Hilton Hotels Corporation, InterContinental Hotels Group, and Starwood Hotels and Resorts Worldwide.
The structure of the program is similar to frequent flyer airline alliances including OneWorld, Skyteam and Star Alliance.
In 2008 and 2009, VOILÀ Hotel Rewards received silver Adrian Awards for excellence in Web Marketing by Hospitality Sales and Marketing Association International (HSMAI) [16].
VOILÀ Hotel Rewards is operated by Hospitality Marketing Concepts (HMC) of Newport Beach, California. HMC has operated turnkey paid membership loyalty programs and developed Customer Relationship Management (CRM) systems and proprietary operational technologies for global hotel chains since 1988. HMC currently has offices in North America, Central America, South America, Europe, the Middle East, and Asia.
Hospitality Marketing Concepts
VOILÀ Hotel Rewards corporate website
VOILÀ Hotel Rewards member website