Melia Hotels increases the value of their loyalty programme by offering Priority Pass
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BACKGROUND
In 2015, Melia Hotels International wanted to find a way of increasing the value of their MeliáRewards loyalty programme to their top-tier members. The team at Meliá knew that, in most cases, their highest-value customers were spending many nights away from home, both for business and leisure. So, to truly increase the value of their programme, they needed to ensure their customers had the most enjoyable, luxurious travel experience possible – not just in their hotels, but throughout their journey, from departure to destination (and back again).
At the time, Priority Pass was becoming an increasingly well-recognized brand in the travel space, and Meliá were sure that a partnership with Priority Pass would strengthen their brand offering even further by enabling them to expand the reach of their MeliáRewards programme.
HOW PRIORITY PASS HELPED
Not only did Priority Pass provide MeliáRewards Platinum members with more choice of what to spend their loyalty points on, it provided them with a way to relax before setting off on their travels – a benefit that made MeliáRewards truly stand out from their competitors.
Since launching Priority Pass as a benefit of MeliáRewards, 20% of their Platinum-tier members have redeemed points on additional visits to Priority Pass airport lounges, increasing awareness of the programme overall, as well as its benefits.
Going forward, the team behind Meliá will aim to increase the number of MeliáRewards’ top-tier members even further - and are sure that Priority Pass will play a key part in them achieving this.
WHAT THEY SAID
“Priority Pass is a core benefit of MeliáRewards Platinum level, and one of the benefits appreciated most by our guests. If you’re thinking about getting Priority Pass for your business – do it.”