Warner Leisure Hotels appoints Cherry London to review its loyalty strategy
Warner Leisure Hotels has appointed Cherry London to review its loyalty programme, currently known as the Concierge Club.
The four month project will see Cherry London working with the Warner Leisure Hotels team to review the existing loyalty programme using in-depth quantitative and qualitative research which will be managed using Cherry London’s THINK process, culminating with the development of a comprehensive loyalty and rewards strategy and revised proposition for their guests.
Mat Finch, marketing director, Warner Leisure Hotels, said: “Our guests are passionate about the Warner brand and as such, we are fortunate enough to have very high levels of loyalty with 75% repeat bookings. Working with Cherry London will enable us to develop an appropriate and relevant role for the Concierge Club in our guests’ lives.”
Tamara Gillan, founder and chief executive of Cherry London, said: “Working with Warner Leisure Hotels gives our combined teams an opportunity to demonstrate how effective a rewards/loyalty programme can be at providing greater emotional connections with the all-important retired/semi-retired audience. We are looking forward to getting stuck in and defining what this programme will look like.”
The Cherry London THINK process has been developed as a four stage working methodology to develop game-changing marketing programmes, fuelled by brand partnerships.
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