For many hotel chains, the loyalty programme is an integral part of business and the Middle East has witnessed a variety of initiatives for generating repeat business in 2011.

However, the following three chains don't have loyalty programmes, but they do reward their most loyal guests in their own unique way... here's how:

1. The Peninsula Hotels
“We don’t have a customer loyalty programme, but we operate an extensive guest recognition programme to ensure that guests’ needs, requests and preferences are taken care of in each of our hotels. In this way, we can ensure that the fullest extent of our quality service will reach our guests,” explains Jean Forrest, general manager, marketing of The Peninsula Hotels.


“All our staff are trained to be attentive, sensitive and observing. Information about guests’ special preferences and requests is screened and recorded carefully into guest profiles which are shared across all Peninsula hotels in a secure manner.

There is a team of guest relations representatives at each hotel who study guest profiles in detail days before guest check-in to ensure rooms are well prepared and every need is anticipated. A returning guest visiting another Peninsula Hotel for the first time will be recognised and treated as a returning guest.”

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