Australia’s International Hotel Group, TFE Hotels, has updated its suite of member programme offerings and overhauled its membership platforms and features whilst also transitioning to a new global member programme for the very first time.
“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,” explained TFE Hotel’s Group Chief Operating Officer, Chris Sedgwick.
“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 programme for all TFE clients to access and enjoy, which is a major step forward for TFE and our guests around the world. It’s also a no-cost alternative to traditional hotel loyalty programmes for our owners.”
In line with its renewed focus on customer members, TFE Hotels has unveiled phase one of its new-look eClub Member Programme.
Twelve months in the making, the eClub Member Programme is a multi-lingual system that offers multi-level user access around the clock in every time zone. And, as TFE Hotel’s first ever global member offering, the programme is designed to better reward and incentivise its loyal consumer base and attract 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.
According to Global Marketing Officer, Katia Giurtalis, all current subscribers transitioned to the new eClub Member Programme mid last month, adding that it was easily accessible for new members too.
“The beauty of this programme 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.”
Members will be able to login via a password, and book eClub member rates online, instead of using promotional codes as previously required.
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.”
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