Worldwide: Hotel and aparthotel group TFE Hotels has transitioned to a new global member program following an update of its offerings and platform features.
The eClub Member Program is a multilingual system that marks the first ever global member offering from TFE Hotels. It has been designed over the past 12 months to better reward and incentivise TFE’s customer base and attract new members.
Transitioning from a subscription-based model, the new platform will provide members with login functionalities to book eClub member rates online, instead of promotional codes as previously required.
Phase one of the eClub Member Program will share a range of rates, deals, and instant rewards – all exclusive to registered members.
TFE Hotels’ group chief operating officer, Chris Sedgwick, said: “It has been an exciting few years with TFE Hotels going from strength to strength in a short space of time. We’ve grown our portfolio in Australia and overseas, invested heavily in digital, and worked to innovate and develop at every level of the business. So, the time was right to look ahead and evolve our member offering too.
“As a group, we’ve taken a deep dive into members across all segments over the past twelve months. The result is a modern, international program for all TFE clients to access and enjoy, which is a major step forward for TFE and our guests around the world,” he said. “It’s also a no cost alternative to traditional hotel loyalty programs for our owners.”
Katia Giurtalis, global marketing officer, added: “The beauty of this program really lies in its simplicity. There are no tiers, no points, no unreachable goals – but a range of instant rewards to enjoy with every booking/stay. This approach aligns with the research we’ve done around consumer trends, and instant gratification is a big driver for many travellers and hotel guests, and that includes during the booking process.
“At its heart, eClub isn’t about points or luxury rewards. It’s about making guests feel special every time they stay, with a range of instant benefits and personalised perks that make them feel more comfortable and welcome.”
TFE has a portfolio of seven hotel brands – A by Adina, Adina Hotels, Vibe Hotels, Quincy Hotels, Travelodge Hotels, Rendezvous Hotels and Collection by TFE Hotels, with more in the development pipeline.
