Marriott\ s loyalty intiative for instant rewards [HotelierMiddleEast.com]
(HotelierMiddleEast.com Via Acquire Media NewsEdge) Marriott International's loyalty programme, Marriott Rewards, will launch Flashperks on July 17, providing a new way for next generation travelers to enjoy immediate awards.
Flashperks, an additional member benefit of the Marriott Rewards programme, gives users the option to redeem points or use cash for limited-time, exclusive deals and experiences by visiting the Flashperks website, or whenever they receive push messaging to their mobile devices. For 12 weeks, Marriott Rewards will add about 10-15 flash offers each week, with each offer lasting for a limited time or until it is sold out.
Marriott International global marketing officer, Karin Timpone said: "With the best loyalty program in the business, we are constantly innovating to provide our members new and compelling ways to engage with Marriott Rewards.
"With our global portfolio of brands and our ability to scale our mobile activations quickly, we are excited by these and other opportunities that marry new technologies and consumer benefits."
Flashperks includes member-only special offers for a pampered stay at the world's tallest hotel, JW Marriott Marquis Dubai, or the chance for a two day test drive of an exotic car, such as an Aston Martin, Lamborghini or Porsche from Hertz Dream Cars.
Flashperks follows the launch of Pluspoints in May 2014, which enables members to earn Rewards points through social activities, such as tweets, retweets, check in on Facebook and Instagram posts.
Marriott Rewards members enrolled in Pluspoints receive 25 points each time they share content about Marriott Rewards or participating hotels using the hashtag #MRPoints. Members can earn points daily and see them accumulate in real time.
To support the introduction Flashperks, Marriott Rewards will communicate with members that they can "Make It Happen".
In a targeted marketing campaign using digital and social media, member communication and event marketing, the creative will use the visual cues of quotation marks to signal an offer that a member use.
The campaign also encourages members to share their travel experiences with #LoveMarriottRewards and #MRPoints.
Flashperks is the first programme to integrate Beacon technology, which enables hardware to send push notifications to iOS devices in close proximity. It is also the first Flash offer programme, allowing members to take advantage of limited-time offers.
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