Loyalty Tiers are available on Revinate! Loyalty Tiers help hoteliers build ‘surprise and delight’ loyalty programs where guests can enjoy special benefits and perks depending on their tiered status level. In this type of program, status is based on specific criteria the hotel sets for confirmed stays. By default, tier entry occurs between January 1st and December 31st of the current year to be applied through the end of next year. But you also have other “look back” options that may make more sense for your business.
You can use loyalty tiers as a rewards program, but they can also be used as an internal tool to help groups or properties know their customers better and understand who are their best guests. In both cases, hotels can set up ways to surprise and delight these highly valuable guests and ensure that they come back again and again.
In this article we will cover:
- Set up Loyalty Tiers for Group or Property Level Management
- Creating a Loyalty Tier
- Tier Ranking
- Loyalty Tiers in the Arrivals Report
- Loyalty Tiers in the Rich Guest Profile
- Uses for Loyalty Tiers
If you don’t have Loyalty Tiers as a part of your Revinate suite feel free to contact info@revinate.com to learn more.
Navigating to Loyalty Tiers
The Loyalty Tiers page can be found in the Guests app under Loyalty Tiers tab of the top navigation bar.
Set up Loyalty Tiers for Group or Property Level Management
Upon first setting up Loyalty Tiers, Corporate accounts will need to choose if Loyalty Tiers will be managed at the corporate level or if properties will be managing their own. This decision will only be made once on first set up.
Note: Loyalty Tier management can be at the corporate or property level but not both.
For groups whose properties use different PMS’, there is great value in using Revinate to build loyalty as our advanced profile synthesis means there is better merging of databases and guest profiles, which translates to a better understanding of valued guests.
Creating a Loyalty Tier
You can create and reorder tiers as needed at any time. Use the options on the top right-hand of the screen. Once you create a Loyalty Tier, our system will scan the database every two hours looking for guests who stayed up to one year prior. Note: scanning all contact information will usually take 2 hours for a large database.
To create a tier, select the option CREATE A TIER from the top right of the screen. This will open a new module page that will say "Create a New Tier." Tiers are set on a yearly cycle, so be aware that new entries into a tier will apply through the end of the following year.
Name the tier, assign it a color, choose an icon, and select the necessary criteria for achieving the tier level.
Select a Loyalty Tier Color
- Next to the space to enter the loyalty tier name there is a box where you can select a color to represent that tier.
- Select a color from the grid or enter in the specific Hex or HTML color code you desire.
The color selected will make it easy to identify the tier. This color will be visible on the Loyalty Tiers page and on the guest profile under the guest’s identifying information.
Select Loyalty Tier Criteria
Loyalty tier criteria may be selected from the drop down menu of options. Any filter that can be used to create a segment can also be used to create a Loyalty Tier. The only exception is that you cannot filter one tier based on the inclusion in another tier, since a single profile can only ever exist in the highest ranked tier for which they are eligible. Scroll or type into the text box the criteria for achieving tier status and select APPLY for each condition.
Several criteria may be added for a tier using AND logic. For example criteria can be set for a number of stays (or nights) and room spend. You can also choose to apply Exceptions, if necessary.
Once you are happy with your tier criteria and selections, select the NEXT button and your new tier will be added to your Loyalty Tier library.
Edit a Tier
Tiers may be easily edited and deleted as needed. Simply hover over the tier to enable the EDIT button.
After selecting the edit button, the editing module will open and you will be able to edit all criteria, tier name and color.
When you have made all your changes remember to select SAVE.
Tier Ranking
Rank your tiers up or down with the lowest tier at the bottom and highest tier at the top. Guests who qualify for two or more tiers will be placed on the higher-ranking tier. By changing the order or ranking of tiers, guests who are members of a tier will be affected as changes are made.
Select RANK YOUR TIERS from the top right of your screen next to the CREATE A TIER button. Using easy drag and drop functionality, select the tier that you would like to reorder and place it in its appropriate rank.
Once you are happy with your changes select SAVE. Your tiers will now be ranked and any members of a tier will fall into their new respective ranking. Remember that anyone that falls into two or more tiers will automatically be placed in the higher ranking tier.
Changing your “Look Back Window” for Loyalty Tiers
As mentioned previously, tier entry occurrences between Jan 1st and December 31st are applied through the end of the following year. However, those with Administrator access will be able to modify the default “Look Back Window” in the Settings menu. Setting menu is accessed after hovering over your initials in the upper right hand corner.
Once here you can select the look back window of your choice.
- Last Year - Default
- Current Year to Date
- Last Year and Current Year to Date
- All Time
- Last Custom Months/Years (i.e. Last 3 Years or Last 18 months)
Click the SAVE button when you have made your choice.
Arrivals Report
Once set up, guest loyalty tier information will be available in the Revinate Arrivals Report , so front desk, GMs or anyone receiving the report can be alerted to which VIPs or highly ranked guests are checking in that day. You can add the loyalty tier column to your report using the drop down on the right side of the screen. Click the drop down, scroll down, and select Loyalty Tier
Rich Guest Profile
Loyalty tier status will be identified on each guest's profile. Simply navigate your database within Revinate to see the tier and its corresponding color displayed under the guest’s identifying information.
Uses for Loyalty Tiers
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Use tiers in Segmentation
- Send Pre Arrival emails based on tier - Example: Offer free Upsells of wine for Gold status
- Send We Miss You campaigns based on tier
- Use tiers for Drip Campaigns