AUS | TFE Hotels, Australia’s international hotel group, has enhanced its member programme and placed an emphasis on improving the customer journey.
This update has brought a host of new benefits and features designed to elevate consumer experience.
The update featured new offerings, an overhaul of its membership platforms and features, and a transition to a new global member programme.
“It has been an exciting few years with TFE Hotels going from strength to strength quickly. 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,” explained Chris Sedgwick, TFE Hotel’s Group Chief Operating Officer.
“Over the past twelve months, we’ve taken a deep dive into members across all segments. The result is a modern, international programme for all TFE clients to access and enjoy, which is a major step forward for TFE and our guests worldwide,” he said.
“It’s also a no-cost alternative to traditional hotel loyalty programmes for our owners.”
TFE Hotels has unveiled phase one of its new-look eClub Member Programme, reflecting its renewed focus on customer members.
The eClub Member Programme is a multilingual system that offers multi-level user access around the clock in every time zone. As TFE Hotel’s first-ever global member offering, the programme has been designed to reward better and incentivise its loyal consumer base while attracting new guests to the TFE family.
The eClub Member Programme heralds a departure from the Group’s previous subscription-based programme to a more user-friendly membership programme with login functionalities.
Katia Giurtalis, Global Marketing Officer, stated that all current subscribers transitioned to the new eClub Member Programme mid-last month, which was quickly accessible to new members.
“The beauty of this programme lies in its simplicity. There are no tiers, no points, no unreachable goals, but a range of instant rewards to enjoy with every booking and stay,” she said.
“This approach aligns with our research on consumer trends, and instant gratification is a big driver for many travellers and hotel guests, including during the booking process.”
From a guest experience perspective, Giurtalis explained that ‘enjoying the little things’ was an underlying theme to developing the programme.
“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,” said Giurtalis.
Phase one of the eClub Member Programme has shared a range of eClub member-only rates, member deals, and instant rewards exclusive to registered members.
Read more Australian news here.
