Melia Hotels relaunches loyalty programme

Meliá Hotels International has launched the new MeliáRewards loyalty programme as the company looks to build on customer loyalty and increase repeat business.

The company’s loyalty programme, which was previously known as Mas Rewards already has three million members which generate up to 50% of the sales at melia.com.

Current loyalty programme members will continue to enjoy existing benefits in all of Meliá Hotels International’s brands and hotels, while the new programme will includes Silver, Gold and Platinum membership levels that will each include a particular package of benefits.

Through partnerships with more than 40 Spanish and international partners (including Air Berlin, Air France, Lufthansa, American Airlines or Arvato Services), members can also transfer and redeem points for free flights, leading brand products from a gift catalogue, car rentals, etc.

In 2011, the company launched the "American Express mas" credit card through a partnership with American Express, allowing members to earn points faster through their purchases in supermarkets, gas stations, and so on. With the relaunch of the programme, the card will now be called "American Express MeliáRewards".