Virgin Hotels launches its loyalty scheme

Virgin Hotels has announced the launch of its loyalty programme, ‘The Know’, which will encourage a two-way dialogue between the firm and its customers.

As reported by Loyalty 360, the programme tracks a guests preferences before their arrival and offers free wifi, early check-in and late check-out and first access to Virgin Hotels events and news about Virgin partners.

Doug Carrillo, vice president of sales & marketing for Virgin Hotels, told the website: “We’re aiming to differentiate our program by focusing on those preferences and delivering the heartfelt service that has created millions of Virgin fans worldwide. Things like ensuring their mini-bar is stocked to their liking, knowing their pet peeves.

“We've studied a lot of what it means to create meaningful loyalty within our industry and more importantly inside Virgin and their successful companies. We think it’s about delivering on your brand promise, creating surprising and delightful moments and nurturing authentic relationships with your fans. The Know won't be a one-way channel, it will be an open dialogue between its members and Virgin Hotels.”

Announced in 2010 by Virgin Group founder Richard Branson, the four-star lifestyle brand, Virgin Hotels, is making its debut in a 27-story Art Deco building in Chicago’s Loop district.

It will offer 250 guest rooms, 40 one-bedroom suites and two rock star suites and will feature meeting spaces, restaurants, lounges and other public areas.

The company has confirmed that there are currently no plans for Middle East hotels.

Responding to enquiry by Arabian Business (a sister publication of Hotelier Middle East), a spokesperson for the company said: “We are open to evaluating and exploring all cities, but at this time the Middle East is not in our pipeline.”