Bab Al Shams. Bab Al Shams.

Meydan Hotels & Hospitality has launched the mobile application version of its Al Yamamah Rewards Programme, which debuted in November 2014.

Members can register to create a user profile, and receive instant rewards redemption, with room upgrades, dining, spa and golf on offer, among other things.

The app is integrated with Google Maps, allowing users to locate a property’s location. It also includes a quick-dial button to facilitate telephone bookings.

The app includes links to social media channels such as Facebook and Twitter to allow members to share their experiences across multiple platforms.

From the end of March 2015, the mobile application will be available for download on the Apple Appstore and the Android market.

Al Yamamah Rewards loyalty programme is two-tiered, offering Gold and Platinum membership.

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Membership begins at AED 890 (US $242) for Gold members, with an option to upgrade to the Platinum level for a fee of AED 2700 ($735).

The programme provides guests recognition and benefits across its participating hotels and attraction portfolio, which includes The Meydan Hotel, The Track Meydan Golf, Bab Al Shams Desert Resort & Spa and The Meydan Beach.

Meydan was already part of the Global Hotel Alliance’s loyalty programme, but introduced Al Yamamah Rewards for the local market.

Meydan Hotels head of sales and marketing Thomas Grundner told Hotelier Middle East that the group had already enrolled 250 members by January 2015.

He added that the group aims to grow this number to 2500 by the end of the year.

“We’ve started with a soft launch. So far we have 250 members in two months signed up, so in the first two months it has been very successful.

“We haven’t done any external marketing, and are only starting now within our restaurants, where we distribute cards, and use social media.

“The GHA loyalty programme focuses more on the room component where we offer loyal guests a chance to come and redeem and continue to stay.

“Al Yamamah is more focused on the F&B element and other activities, and this is mainly focused on GCC and UAE customers to encourage them to dine in our restaurants and use our facilities,” he added.