VOILÀ Hotel Rewards
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.
Membership Levels
There are three levels of membership in VOILÀ Hotel Rewards: Gold, Platinum and Black. Gold is the introductory level and is awarded to anyone who joins the program. Platinum status is achieved after 10 night stays are completed in a rolling 12-month period. Black status is achieved after 20 night stays are completed in a rolling 12-month period. Platinum and Black statuses offer additional benefits including increased point earnings and room upgrades. Black tier members also enjoy no blackout dates on reward reservations.
Earning Points
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. Platinum members earn an additional 25 percent point bonus. Black tier members earn an additional 50 percent point bonus.
Other Earning Opportunities
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.
Redeeming Points
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.
Hotel Partners
Partner hotels co-brand their programs with VOILÀ Hotel Rewards marketing materials and become active members of the program’s network. Over 170 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 . 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 .
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, a 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.
Competition
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.
Program Awards
In November 2008, VOILÀ Hotel Rewards received a Silver Adrian Award for excellence in Web Marketing by Hospitality Sales and Marketing Association International (HSMAI) .
Hospitality Marketing Concepts
VOILÀ Hotel Rewards is operated by Hospitality Marketing Concepts (HMC) of Newport Beach, California. HMC has developed Customer Relationship Management (CRM) systems and proprietary operational technologies for hotel chains since 1988. HMC currently has offices in North America, Central America, South America, Europe, the Middle East, and Asia.