CASE STUDY 3:

Hotel Group: Millennium & Copthorne
Loyalty Programme: Millennium & Copthorne Loyalty Club
Challenge: Introducing the global loyalty programme to the MENA region.
Initiative: Training MENA employees on the programme to converse with guests when checking them in to encourage member enrollment.
Objective: To enroll staying guests to the programme.
Target Audience: In-house guests.
Channels: Guest interaction.
Results: Since launching in May, 1906 members — accounting for 22% of all eligible guests — signed up at Millennium Airport Hotel Dubai.

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