Profitroom, a leading hotel technology solutions provider, announced the launch of its loyalty programme, Profitroom Loyalty.
According to the bookings services provider, this new programme aims to help hotels increase direct bookings and build stronger guest relationships in a landscape where online travel agents (OTAs) often dominate.
“Unlike one-size-fits-all approaches, Profitroom Loyalty allows each hotel to tailor the programme to their specific needs and brand identity.
“Hotels can customise messaging, select membership rewards that reflect their unique character, and create incentives that truly resonate with their guests – all designed to encourage repeat visits and foster lasting loyalty,” said the bookings’ technology provider.
Profitroom said that the launch couldn’t have come at a better time as a recent study found that 76% of South Africans actively use loyalty programmes, with a growing preference for travel-related rewards.
“A report from BrandMapp and Truth highlights the influence of loyalty programmes on booking decisions, particularly in the travel sector, with South African consumers seeking personalised offers and valuable discounts,” it said.
Leigh Myles, the regional director of Africa for Profitroom, said the loyalty programme taps into this trend, allowing hotels to offer personalised perks and discounts from the very first booking, making direct reservations more attractive to guests.
“South African hotels are looking for ways to reduce their reliance on OTAs and build deeper connections with their guests. Profitroom Loyalty gives them the tools to do just that, offering a win-win for both hotels and their customers,” she said.
Myles also noted that the programme provides instant rewards, giving guests perks from their first booking whilst it also seamlessly integrates with Profitroom’s existing marketing tools for easy management and communication.
She said that additionally, hotels can customise the programme’s appearance and feel to match their unique brand identity, helping them stand out in a crowded market.
“Profitroom Loyalty is designed to address the real challenges South African hotels face in today’s market about giving hotels the power to create meaningful relationships with their guests while improving their bottom line,” said Myles.