UK: Aparthotel brand room2, owned by developer and operator Lamington Group, has introduced a loyalty program The Hometel Club.
Free to join and available across all room2 properties in London, Belfast and Southampton, The Hometel Club is based on internal research which revealed that “modern travellers prioritise value and expect instant rewards and gratification that align with their personal lifestyle and travel habits”.
Upon signing up, members have access to instant rewards such as 10 per cent off all food and drink, discounts across room2’s sustainable brand partners, and more.
Additional perks include:
• Complimentary birthday stays
• Late 2pm checkout
• £25 fee for pet stays waived
• Opportunity to select an offsetting partner
Robert Godwin, room2 hometels co-founder and CEO of Lamington Group, said: “We created The Hometel Club because we wanted to move beyond the outdated points system and offer something personal, where each guest feels recognised and valued from the moment they sign up. A free club that delivers instant rewards and bespoke offerings allows guests to enjoy memorable experiences that stay with them long after they check out.”
Group marketing manager, Natalia Rakowska, added: “Our goal was to build a loyalty club that not only enhances guest satisfaction but also secures long-term relationships, giving us a unique advantage in an increasingly crowded market.”
Registration for The Hometel Club is available via a dedicated webpage, created in partnership with Bookscapia.
Once signed up, members can access their personal online portal to see the benefits they are entitled to, claim rewards, and explore eco-partner discounts.
