Frasers Hospitality launches global loyalty scheme

Frasers Hospitality will launch its first global loyalty programme ‘Fraser World’ in December. 

The programme will comprise three tiers and work on a points basis, offering the brand’s most loyal guests priority, attractive rates and special offers, Hotelier Middle East can reveal. 

“We have never had a loyalty programme in the past as serviced residence is already based on a very long-term relationship, some people have been staying with us for eight years,” Frasers director of group branding and communications Jastina F Balen told Hotelier Middle East.

“However it will be nice to give back to our customers,” she added.

When asked whether the hotel group would back-date points for to encompass clients’ previous stays at the brand’s properties, Balen said: “We’re going to try and have a percentage of retrospective points, but not all [previous stays will be taken into account] because it’s too far on.

The hotel group was established in Singapore in 1998 and now has a worldwide network of properties, including in the Middle East in Bahrain, Dubai and the recently-opened Fraser Suites Doha.

Up to 80% of the Frasers Hospitality’s residents are said to come from Fortune 500 and Forbes corporations.