On April 1, 2024, the hotel brands Country Inn & Suites by Radisson and Campanile introduced an innovative membership program. This program cleverly combines online and offline benefits, enhancing the stickiness and loyalty of members to offline stores. By strongly binding the membership benefits of ‘Jinjianghui’ with the store service functions, developed members enjoy not only the unified online membership benefits of Jinjianghui but also personalized offline value-added benefits of brand hotels. This initiative has been rolled out in stores nationwide.
For instance, when consumers purchase a ‘Jinjianghui’ membership card offline at a Country Inn & Suites by Radisson or Campanile hotel, they receive an additional ‘Liyi Privilege Card’ or ‘Kangkang Privilege Card’. These cards offer exclusive value-added benefits such as multiple free buffet breakfasts, laundry and drying services, gym access, and room upgrades. The value of these additional benefits provided by the ‘Liyi Privilege Card’ or ‘Kangkang Privilege Card’ for a single store significantly exceeds the selling price of the Jinjiang membership gold card gift package.
As international hotel brands, Country Inn & Suites by Radisson and Campanile have always been consumer-centric, focusing on providing exceptional experiences and value to their guests. This new membership program is a testament to their commitment to customer satisfaction and loyalty.Country Inn & Suites by Radisson and Campanile hotels deeply integrate hotel services with community life. They are not just a hotel but a convenient service station in the community. This high degree of integration of online and offline benefits further enhances the stickiness and loyalty of members to offline stores, making the hotel not only a convenient service point in the community but also an ideal social and rest place.
Hou Peng, general manager of Country Inn & Suites by Radisson – Campanile brand in Jinjiang Hotels (China Region), said that this measure can not only make full use of hotel resources and reduce waste but also enhance the brand’s popularity and reputation. At the same time, it is in line with the ESG concept. This kind of frequent experience will help stores improve the stickiness and repurchase rate of members and bring more business value to the brand.
Once this measure was launched, it received positive market feedback, realizing the stable accumulation of member value and sustainable business development, and further expanding the brand’s influence in the region. The brand charm and service concept can also be transmitted at a deeper level. For example, since the Guangshui Binhe Park Yuming store of Country Inn & Suites by Radisson and Nanjing Xinjiekou Center store of Campanile launched the community-deepened membership development plan on April 1 and implemented the ‘Liyi Privilege Card’ and ‘Kangkang Privilege Card’, the sales volume of gold card membership gift packages within 12 days has increased by more than 50% compared with the same period last month. (Picture of lobby of Country Inn & Suites by Radisson hotel). (Picture of guest room of Country Inn & Suites by Radisson hotel). (Picture of guest room of Campanile hotel).
In the future, Country Inn & Suites by Radisson and Campanile brands will further expand the membership experience and enhance the interactivity between the brand and the community. This is aimed at allowing members to feel a stronger sense of belonging and community identity while enjoying high-quality services. Additionally, these efforts will bring more innovative vitality to the hotel industry.
